The Philippines caught the Music Television (MTV) fever
in the 1980s, which used music videos presented by by video jockeys or VJs. The
creatively-produced videos used early computer techniques, quick, out-of-synch
editing, spliced with mood footages and unrelated visuals—a fresh look that appealed
to the young generation of that time.
"You'll never look at music the same way again"—the
24 hour MTV channel proclaimed—and it delivered that promise, building a
world-wide fanbase while exerting significant influence on its audience.
Ad agencies took note of this—and Lintas: Manila—sold the
bold idea of using MTV style ads for Philippine Refining Co.’s CLOSE-UP TOOTHPASTE, which is
positioned as the toothpaste for young
Filipinos. Maria Lourdes “Diame” Alba, the woman behind this concept, relvealed
that the use of an MTV-style commercial to relaunch the gel toothpaste that has
been in the market since the early 70s, was an experiment in breaking out from
the mold of youth advertising.
Since it was difficult to present the MTV imageries using
a traditional storyboard, the Lintas creative opted to make a rough video using
past CLOSE-UP footages edited with
computer effects, using Gwen Guthrie’s reworked “Close to You” song.The ideas
was met with the PRC marketing team’s approval, then headed by Peter Dart and
Angie Lacson.
Lintas: Manila then assembled a creative production team
headed by Director Jun Reyes to produced the longest commercial in history: 2
minutes and 17 secs.—a fanciful, a little irreverent, a bit amusing and a romantic
music piece—that was promoted a a TV event. When the CLOSE-UP “Close to You” ad unfolded on Philippine TV in early 1987,
the MTV was met with amazement and
acclaim, with many thinking it was a slick, foreign material. Teeenrs went agog over the commercial, and
college-age students lapped it up, and the ad became a marketing case study in
schools.
WATCH THE CLOSE-UP “Close to You” MTV Ad here:
Published by ALGLecaroz, 18 Sep. 2011
Published by ALGLecaroz, 18 Sep. 2011
Since then,
Lintas:Manila have produced 3 more MTV style commercial versions—“Closer to
your Love”, by Al Jarreau and “When I Fall in Love” (1988) by Natalie Cole.
WATCH CLOSE-UP "When I Fall in Love" TVC 1988 Here:
A local
recording company packed a CD selection of love songs entitled CLOSE-UP Love Songs”, inspired by the campaign. The CLOSE-UP ad also won a slew of Gold trophies
at the 1987 Philippine Advertising Congress,winning for Best TV, Personal
Products; Best in P.O.P. and Collaterals; Best in Production Design; Best Multi-Media Campaign.
CREDITS:
ADVERTISER: Philippine Refining Co. (PRC)
PRODUCT: Close-Up Toothpaste
AGENCY: Lintas: Manila
CREATIVE DIRECTOR: Diame Alba
ART DIRECTOR: Jo
Chua/ Nap Jamir
PRODUCER: Bong Malsi
PRODUCTION HOUSE: Unitel
DIRECTOR: Jun Reyes
DOP: Boy Yñiguez
PRODUCTION SUPERVISOR: Art Dumaup
ANIMATOR: Pete Jimenez
SOURCE:
De la Torre, Visitacion: Advertising in the Philippines,
Tower Book House, 1989.
youtube: "When I Fall in Lovewith Closeup", https://www.youtube.com/watch?v=r8POi1N5P8w, Uploaded by Closeup Philippines, 2011 Nov. 20
youtube, #1 Closeup, https://www.youtube.com/watch?v=r8POi1N5P8w&t=30s, Uploaded by ALGLecaroz, 2011 Sep. 18
youtube, #1 Closeup, https://www.youtube.com/watch?v=r8POi1N5P8w&t=30s, Uploaded by ALGLecaroz, 2011 Sep. 18
Is Gwen Guthrie appeared in Close-Up ''Close to You'' commercial?
ReplyDeleteIt was Dyna Records who made the compilation for the CLOSE-UP Love Songs CD.
ReplyDeleteSadly, there is no information for the compilation album and it is definitely out of print.
I have the Close Up Love Album CD.It's really nice 😍
DeleteCan you provide the list of songs in that album if that is okay?
DeleteClose in on Love (Ariel Rivera) Gotta get close to you (Neocolours) Sana dalawa ang puso ko (Bodgie's Law of Gravity) Closer you and I (Gino Padilla) Just a smile away (Jaime Garchitorena)
DeleteThere are 3 more songs but can't remember the titles.Theres a duet of Chad Borja, a song by Hajji Alejandro, and I think another by Ariel Rivera
DeleteHeaven in your smile by Chad Borja & Alecks Estrada
DeleteSa aking puso (Ariel Rivera)
DeleteI'm just wondering if you're aware that there were also tvc's for the short lived Close Up White Toothpaste.The talents were Stephanie Horne/Angel Narciso, Precious Tongco/JV Gayoso, Michael Veloso and me. Dindin Gallardo also had an ad. There was even a dance contest of the jingle on Eat Bulaga. I really wish someone uploads the ads on YouTube.
ReplyDeleteI'm just wondering if you're aware that there were also tvc's for the short lived Close Up White Toothpaste.The talents were Stephanie Horne/Angel Narciso, Precious Tongco/JV Gayoso, Michael Veloso and me. Dindin Gallardo also had an ad. There was even a dance contest of the jingle on Eat Bulaga. I really wish someone uploads the ads on YouTube.
ReplyDeleteI am looking for close up commercial of Francis Martinez and Tessa Mendoza in that schoolfair scene where tjey get handcuffed 1984
ReplyDeleteIs there any chance of finding the Close Up commercial featuring Patrick de la Rosa? That was 1983
ReplyDelete