JIM ARANETA, THEN & NOW. From a kid talent, to a proud grandfather! |
In 1975, Colgate launched a new Fluoride toothpaste called PROOF, a revolutionary toothpaste that promised to reduce tooth decay. The introductory Colgate PROOF ad featured a cute, bright-eyed 10 year old boy which left quite an impression on the newspaper reading audience.
That boy with his signature bangs was JIM ARANETA.
He recalls that a talent scout went to his grade school at Colegio de San
Agustin sometime in 1974. This caster went through most of the classrooms
looking for the right young boy to appear in the print and TV ad, and singled
out then nine year old Jim.
JIM, A BUSINESSMAN TODAY, CALLS TAGAYTAY HIS HOME TODAY. |
Today, JIM is a 58 year-old father of 3 children, and a doting grandfather of an equally cute and look-alike kid, Diego, son of his eldest daughter. At one time, he was married to a commercial model who was one of the high-profile 1990s Pantene Ladies of Procter and Gamble.
PROOF OF SUCCESS: with look-alike grandkid Diego |
He keeps himself busy with his real estate projects and his company called Simple Fix, which provides handymen for building projects. He divides his time between Vancouver in Canada where some family members reside, and Tagaytay, which he considers his primary home.
JIM DIVIDES HIS TIME BETWEEN THE PHILIPPINES & CANADA where members of his family reside. |
The project he did for Colgate PROOF in 1975, was his first and last commercial. In the 1980s, Colgate PROOF revitalized its advertising, as P&G’s CREST Toothpaste made significant inroads into the Colgate market. A series of commercials were produced, using a new kid model with the same bowlcut hairstyle that JIM ARANETA sported in his commercial, as the image he created was so well remembered.
It's in the bangs! JIM & GRANDSON DIEGO. Casters, take note! |
Today, JIM ARANETA has lost those trademark bangs,
but he has kept those pearly whites shining after all these years, thanks to
New Colgate PROOF!
SOURCES: Personal interview with Mr. Jim Araneta, 30 Apr. 2023.
All photos, used with
permission from Mr. J. Araneta.
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