316. She Likes To Teach the World to Sing: SUPERSTAR NORA AUNOR FOR COKE, 1972

One of Coca-Cola’s most globally successful and popular advertising campaign was launched in 1971, conceived by McCann-Erickson executive Bill Backer. While in an airport in Ireland waiting for his next flight, he saw people in a huddle, chatting and laughing while having their Cokes. Inspired by the sight, he wrote “I’d like to buy the world a Coke..” on a table napkin. He discussed the lyrics with songwriter Roger Cook and Roger Greenaway, who set the words to a tune that they had used before for a song “True Love and Apple Pie” and ha the folk group the New Seekers record it as a Coke radio jingle.

THE NEW SEEKERS' VERSION "I'd Like to Teach The World to Sing"

THE HILLSIDE SINGERS COKE VERSION:

The jingle became a monster hit for the New Seekers (it reached the Billboard Top 15) that a TV commercial was produced entitled “Hilltop” . The band couldn’t make it to the shoot so a new group, The Hillside Singers,  were tapped to sing the Coke version of the song. 

WATCH "I'D LIKE TO BUY THE WORLD A COKE" TV HERE:

The commercial featured a group of  young people from all walks of life, coming together on a hilltop, while holding their Coke and singing to this new version  of  “‘I’d Like To Teach the World to Sing  (In Perfect Harmony). The Hillside Singers earned a Gold Record award from the Recording Industry Association of America. In addition to creating chart-busting records, the Coca Cola campaign went down in history as one of the greatest marketing campaigns of all time.

 NORA AUNOR VERSION "I'd Like To Teach the World To Sing"

The ‘Hilltop’ campaign was aired in the Philippines, but a local adaptation of the campaign was done by McCann Erickson in 1972 featuring superstar Nora Aunor no less--then at the pinnacle of her career. 

She did a full-tri media campaign, supported by sales promotions (Coke gave away autographed pictures of Guy and her Coke), and music marketing on radio via a full song recording of the hit jingle “I’d Like to Teach the World to Sing”, that was included in one of her long-playing albums under Alpha Records. 

Of course, three years later, she was singing a different tune. Coke was no longer it for Guy—she was having her Pepsi Day!

 

SOURCES:

https://www.wideopencountry.com/, 'I'd Like to Teach the World to Sing': The Story Behind the Classic Coca-Cola Jingle,

Youtube: “ The New Seekers - I'd Like To Teach The World To Sing 1972 with Lyrics”, https://www.youtube.com/watch?v=ZWKznrEjJK4, uploaded by islander8

Youtube: Hilltop Remastered, https://www.youtube.com/watch?v=C2406n8_rUw, uploaded by the Coca Cola Company, 4 April 2016. 

Youtube: “I'd Like to Teach the World to Sing (1972) by Nora Aunor (HD)” https://www.youtube.com/watch?v=1VJ3hz-nXCQ, uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.

Hillside Singers: https://www.youtube.com/watch?v=ASe7ioPis6I, Uploaded by Lorri Hafer, 7 Aug. 2015

The Hillside Singers, https://en.wikipedia.org/wiki/The_Hillside_Singers

315. Celebrity Endorser: LVN Pictures’ MARITA ZOBEL for Lifebuoy, Scott’s Emulsion, Buttercup and McDonald’s

 

MAGNOLIA BUTTERCUP, with endorser MARITA ZOBEL, 1975

Iloilo belle Mary Ann Blanch (b. 18 Jun. 1941)) was an avid fan of Gloria Romero which inspired her to join showbiz via a talent contest. At the height of the “troubled juvenile delinquent teens” era, LVN Pictures launch a talent search for a “Good Girl”,  to star alongside Lou Salvador Jr., touted as the ‘James Dean of the Philippines’ for his launch film, “Bad Boy”.  The Ilongga bested 300 applicants and clinched a supporting role in the 1957 movie, under the name “Marita Zobel”.  

The Manuel Silos drama bagged the Famas best picture and best story trophies. It also competed at the 10th Berlin International Film Festival in Germany, and was exhibited at the 1960 Asian Film Festival in Tokyo, Japan.

 Portraying sweet virginal types, Zobel gained the attention of critics in“Biyaya ng Lupa” (1959) directed by Manuel Silos. As Angelita, a rape victim who suffered mental trauma, Zobel was nominated for the best supporting actress award at the Famas; the film itself won Best Picture and Best Story trophies.

 Marita’s  fresh wholesome beauty snagged her a LIFEBUOY SOAP contract for a series of print ads in 1961, alongside another heartthrob, Robert Campos, with whom she was also paired and romantically linked.  

In the 1970s, she continued to appear  in at least 2 commercials—one for BUTTERCUP, a Magnolia brand of fresh, premium margarine. Her wholesome ‘young mother ‘ image served her well as she also was seen in a SCOTT’S EMULSION print series that included contemporary celebrity moms like Nida Blanca, Amalia Fuentes and Tita Duran.

LIFEBUOY AD, Marita Zobel with Robert Campos, 1961

She found more fame when she transitioned from film to TV, joining the cast of “’Naku Po!  Tatang!” in 1982, with Leroy Salvador,  Bentot Jr., and father Bentot. The sitcom enjoyed a measure of success and lasted until 1986.  During these time, she was also active in movies, many of which were Sharon Cuneta starrers for VIVA Films

SCOTT'S EMULSION Marita Zobel AD, 1971

It would be over 20 years before was seen again—this time in a grandmother role for a memorable McDONALD’S commercial that came out in 2013. In that endearing TVC, she played a granny, singing Petula Clark’s 1960s hit, “Downtown” while making herself up. All along, her little granddaughter aped was by her side, aping her every move, including her singing.

 WATCH MARITA ZOBEL IN THIS McDO TVC

DOWNTOWN TVC, 2013

Today at 79, Marita Zobel  still makes choice appearances  on TV. Her latest  was in the cast of  the telenovela “The Story of Us” (2016, Channel 2), and a recurring role in “Destined to be Yours (2017, GMA 7). She is a half-sister of 1990s singer-stage actor Jaime Blanch, and grandmother of Miss Universe Philippines 2020 1^st Runner up Ysabella Ysmael.

SOURCES:

Colored Vintage Picture of Marita Zobel: VIDEO 48

Marita Zobel, 78, urges elders in show biz to be prayer warriors by Marinel Cruz, Philippine Daily Inquirer / 12:40 AM April 14, 2020 https://entertainment.inquirer.net/371441/marita-zobel-78-urges-elders-in-show-biz-to-be-prayer-warriors

McDo Philippines TVC 2013 Lola and her little apo sing 'Downtown' [HD], uploaded by Allan Franco Ocal, 26 Sep. 2013. https://www.youtube.com/watch?v=X9ne2GW0MDM

314. Behind the Scenes: JOLLIBEE’S “PASALUBONG” aka “JENNIFER” TVC, 1991

PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.

The unforgettable fastfood commercial that sold hundreds of thousands of Jollibee products also sold thousands of Coralyn dolls---the same doll brand featured prominently in the TVC.

The commercial , originally entitled “Pasalubong”,  was the brainchild of the Jollibee  creative team of Basic Advertising, renown for creating “very Filipino” commercials.

WATCH JOLLIBEE'S "Jennifer" TVC here:

The venerable Minyong Ordoñez, being Basic's Chief Creative Officer, oversaw the creation of the campaign written by veteran Kiko Gargantiel. The theme of the one minute-commercial revolves around the domestic challenges faced by busy working couples, particularly a mother, who has to leave her child (Tricia)  at home in distress over a missing doll, Jennifer. Feeling guilty, she reassures her daughter that she will find her doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll is found, and the family celebrates with a Jollibee eating spree.

The project was assigned to production house Electromedia. Chosen to direct the TVC was rising star director Mandy Reyes, who had previously worked on minor projects before being given the chance to handle a major production for an icon brand, Jollibee. Mae Paner ( now recognized more as Juana Change) was assistant director for the October 1991 shoot date.

 He remembers the project briefing. “In the original board,  the child was missing a pet cat—instead of a doll.  But at that time, the “pusa sa siopao” story was going around so, a ragdoll replaced the pet”.

The child talent who portrayed Tricia was  5 year-old  Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”, and who kept calling out her name “Jennifer”, in a tone so touching, it moved many viewers and led to a high TV recall.

Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept on telling her—“isa pa, isa pa, isa pa. Na medyo makulit na ko, then she just broke down crying while saying the line”. Needless to say, the director got his perfect take and called it a wrap.

The commercial was aired to a rousing reception. Children imitated Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!

TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol"
Screen grab: Courtesy of retrovologs.

Listen to "Jennifer", from "Wag kang Gamol"

It is claimed that many baby girls born in late 1991 (when the ad was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.

As for “Jennifer”—she is still around, secured in a glass case in the home of Direk Mandy Reyes, who spirited her away after the shooting!

 SOURCES:

Info provided by Direk Mandy Reyes

Old Jollibee Commercial, uploaded by Michael Bochog, Dec. 12, 2013. https://www.youtube.com/watch?v=mPmMsK6B9Xo

Andrew Ford Medina: Wag Kang Gamol, youtube https://www.youtube.com/watch?v=njB9rDxC4t4, uploaded by RETRO Vlogs, April 17 2020

Andrew E.,Tricia Coronel, Dennis Padilla | Jennifer, https://www.youtube.com/watch?v=_NIK4uIYlA0, Uploaded by E’ckam Dec. 25, 2018

Special Thnaks to Ralfyman. 

313. WHITE BAND SHORTENING, Philippine Refining Co.’s (PRC) Answer to PMC’s Purico

 

WHITEBAND  SHORTENING PRINT AD, 1955

In the  early 1950s,  PMC’s (Phil. Manufacturing Co.)  Purico was lording it over as the no. 1 shortening in the Philippines—good for frying, baking and cooking.  PRC (Philippine Refining Co.) was in direct competition with most of the products of PMC, particularly beauty bars, health soaps and detergents. Not to be outdone, the company came up with WHITEBAND SHORTENING, for frying, baking and sautéing. Instead of being packed in cartons, WHITEBAND initially came in tin pails.  Later, the shortening was packed in colorful and re-usable plastic pails. 

WHITEBAND RECIPE AD, 1957

To differentiate it from Purico which featured everday dishes and recipes, WHITEBAND touted its promise of giving luxury-taste to dishes. It even resorted to copying Purico’s recipe ads, endorsed by a ‘a famous home economist, Betty King. It is interesting to note that Betty King was also used in Australia by World Brands Pty Ltd and promoted as one of the leading ladies of Australian cookery. In  reality, she doesn’t exist. She was, no doubt, inspired by the equally fictional Betty Crocker in America. WHITEBAND ceased to exist by the early 1960s, soundly trounced by Purico’s effective and massive marketing and advertising support.