Saturday, June 12, 2021

327. BENCH/ International Stores Print Ad, 1996

THE GLOBAL FACES OF BENCH, Print Ad, 1996

By 1996, the country’s premier clothing store, BENCH/ was at enjoying the fruits of its success. It had been established in 1987 by founder Ben Chan, as a t-shirt store with an outlet in SM Department Store. So successful were the t-shirts that it paved the way for Chan to include full clothing lines for men and women, fragrances, fashion accessories, footwear, food, houseware, and other lifestyle products.

In less than a decade, BENCH/ expanded overseas, and by 1996, had branches in Singapore, Riyadh, Al Khobar  (Saudi Arabia) and Yokohama (Japan).

BENCH/ owes part of its success to its  advertising which set new standards of excellence in advertising; its first TV ad in 1991  featured up –and-coming matinee idol Richard Gomez.

In the mid 1990s, BENCH/ engaged the services of a small, but hotshot ad agency, Jimenez DMB&B (formerly Jimenez & Partners, jointly founded by couple Abby Lee Jimenez and Ramon Jimenez Jr., the future Tourism Secretary). The agency continued BENCH/’s winning streak at various editions of the Philippine Advertising Congress, garnering honors in the Araw Creative Awards competitions.

In 1996, the ad agency created for BENCH/its  international stores campaign to flaunt their  latest credential. The components included a billboard (set up in Magallanes), a TVC and a print ad, shown on this page. The ad featured  “citizens” of the countries in which BENCH/ had opened a store, dressed in their native attires but with  various  BENCH/ products (hankies, towels, fashion accessories) incorporated in their look. 

Representing the Philippines was young actor-model Jomari Yllana,  one of the original “Gwapings”, a member of the teenybopper group  that rose to fame in the 1990s ( Mark Anthony Fernandez, Eric Fructuoso, and Jao Mapa completed the group). After his showbiz days, he came a race car driver, councilor, and a businessman. He is formerly married to actress Aiko Melendez, but they remain good friends. 

Another one of the talents in the BENCH/ branch ad who forayed into showbiz was 17 year old Carlo Agassi, who represented the Al Khobar branch. Of Middle-Eastern descent, Carlo (Amir Carlos Damaso Vahidi Agassi, in real life),  became a member of ABS-CBN's stable of  talents called Star Magic. The actor, model, rap artist finished a psychology degree from La Salle, and also ventured into the restaurant business. Agassi continues to appear on TV today.

 After 1996, BENCH/ continued to solidify its image as a world brand by opening other outlets and stores overseas—in the United States (Daly City, California), China (Shanghai, Guangzhou, Xian), Kuwait,  Bahrain and Myanmar.

 CREDITS: 

AGENCY: JIMENEZ DMB&B : WRITER: Abby Lee Jimenez/ ART DIRECTOR: Don Sevilla III / ACCOUNTS: Mio Lejano Chongson / PRODUCER: Paul Suarez

CLIENT: Ben Chan, Suyen Corp.

SOURCES:

Photos; Jomari Yllana (mubi.com), Carlo Agass (imdb.com)

Information: wikimedia.com for Bench/, Jomary Ylana and Carlo Agassi

Many thanks to Don Sevilla III for additional information.

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