Thursday, February 14, 2019

207. “Super KJ” Campaign, JOHNSON WAX, SC JOHNSON Phils., 1979



SC Johnson Philippines was founded in 1957, and operated as a subsidiary of S. C. Johnson & Sons, one of the olet family-owned business in the U.S. The American enterprise began in 1886 when Samuel Curtis Johnson bought the parquet flooring division of Racine Hardware Mfg. Co., and was soon offering floor care products. The most popular were the floor wax line.

JOHNSON PASTE WAX was among the first products the SC Johnson Philippines introduced to the local market. Over the years, it offered insect control, home cleaning, air care, home storage, and car care products. But it would always be the waxes that would be their flagship brands.

JOHNSON PASTE WAX began advertising in the 1960s, and gave us classic commercials that featured “shining moments” in floor cleaning, punctuated by the memorable slogans  “JOHNSON yata ‘yan!”.

WATCH JOHNSON WAX  "SUPER KJ" TVC HERE:

In 1979, the brand was relaunched using the A“Super KJ” superhero character who came to the rescue of a housewife harassed by 2 men. When thrown to the floor by  Super KJ to the floor, the men couldn’t help the wooden floor’s  impressive sheen---attributed by the hero to JOHNSON PASTE WAX, punctutated by a stinger: “Kintab JOHNSON yata ‘yan…tumatagal”. 

SOURCES:
Super KJ 1980 SCJ Philippines Commercial, “youtube: https://www.youtube.com/watch?v=_VbbtWSMklc, uploaded by Greg Traupmann,
Published on Aug 13, 2013

2 comments:

  1. Hi! I've been reading and viewing your blog for quite some time na. And... this one in particular got me inspired po to create a personalized trading card (teks) using your image (Super KJ) as inspiration, and I hope that's ok? My intention is purely for my hobby naman - interest in collecting and making Trading cards (teks) and not to make a profit out of it po.

    Thank you po sir.

    Ian
    architect.ybanez@gmail.com

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    1. I remember the classic 1960's Johnson Wax commercial featuring the offshoot e popular American TV shows like Bonanza & Combat TV series that's my favorite commercials during primetime TV in the 1960's era in the Philippines.

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