At the 1994 Creative Guild Ad of the Year, Craftsmanship Awards
for Print Ads were given for Photography and Art Direction . At the event held
on 6 April 1995, Louie’s Cinema, Mile Long Makati, Manila, Cinderella’s “Clothes
to You” print ad won for Best Art Direction-- a stunning white space ad showing
two intertwined hangers to form a heart, supported by a reworked copy based on
the song “Close to You”. Simple, single visual
ads like this, became a trademark for a new powerhouse agency known as Jimenez/D’Arcy,
Masius, Benton & Bowles (or Jimenez/ DMB&B), founded by the late
advertising maverick couple, Ramon “MonJ” and Annabelle “Abby” Jimenez.
In 2002,
the Association of Accredited Advertising Agencies of the Philippines (4 A’s) chose
25 Best Ads out of 100 nominees. The nominees were culled from hundreds of
commercials spanning 5 decades, and these wentthrough the gruelling scrutiny of 3 generations of creative minds and
advertising practitioners, sieved through their stringent standards and
critical sensibilities. The 100 nominees were later pruned to 40.
CAMAY "Pres. Roosevelt", one of 25 PILAK Awardees
The
final 25 merited the distinction of being called “PILAK: Pilipino Advertising
Klasiks”. One of the 25 is the CAMAY SOAP commercial of Procter & Gamble
PMC, produced by Ace Compton Advertising Inc. It created quite a stir in 1967
as the first commercial to be shot on board the SS President Roosevelt American President Luxury Liner. The commercial was also unusually long (over a minute!),
with a cast of mostly foreign talents—except the lead, Camay Girl TINA ARTILLAGA, one of the country’s top-ranked fashion models.
WATCH THE 1967 CAMAY "Pres. Roosevelt Lines" TVC Here:
“Ang
barko….President Roosevelt. Ang dilag…kahali-halina..”
Thus
began the commercial where the creamy-complexioned Tina walks past male
passengers on the ship, entrancing them with her “malinis, mala-kremang
kutis”—repeated several times for emphasis! “Ang lahat ay napapalingon…” (everyone wants to take a look..) became
a memorable line from the TVC , and was retained in future CAMAY commercials.
THE COUNTERPART PRINT AD OF CAMAY "Pres. Roosevelt" Campaign
Inexplicably,
the print ad counterpart featured another model, but published in the same year. It had the feel as the commercial and even bears the logo of the American President Lines to lend further credence to the ad.
TOP MODEL TINA ARTILLAGA AT HER PEAK
Camay
Girl TINA ARTILLAGA modelled for Pitoy Moreno in his fashions shows abroad. In
1968, she travelled to Europe and walked the runways in Moreno’s creations,
along with Maita Gomez, Cherrie Pie Villonco, Pearrie Arcache, Jean Margaret
Lim, and Joji Felix Velarde. That same year, she joined Bb. Pilipinas and placed
4th to winner Charina Zaragoza. She did a couple of movies in the
mid 1970s like “Alas 5:00 ng Hapon, Gising Na Ang ga Angel”, “Hoy Mister, Ako
ang Mrs. Mo”, “Sekretaryang Walang Silya” (1976) ,and“Ako si Emma, Babae”, (1977)
CREDITS:
AGENCY:
ACE COMPTON ADVERTISING, INC
CREATIVE
DIRECTOR: CONNIE REID / COPYWRITER:
KEITH GAMBOA
DIRECTOR:
TONY SMITH / PRODUCTION
HOUSE: A.D. SMITH PRODUCTIONS
Many thanks to 4A's for the use of their youtube channel where many of these TV features were sourced.
LEADING ROLES, TOP MODELS, Rowena Moran and Lawrence Pineda
At the 1988 Creative Guild Ad of the Year Awards Night
held at the Metropolitan Theater, the Ten Best Commercial Models for 1987 were
chosen for the first time, “for their effective portrayal of distinctive characters
in the most natural and realistic manner, through skillfull acting that
captures the drama between product and consumer”.
WATCH SAN MIGUEL BEER "ROMANCE" TVC HERE:
uploaded on youtube by: Casvar Daikun
Two
winners that year were the lead characters in a 30 sec. San Miguel Beer
commercial entitled “Romance”: ROWENA MORAN and LAWRENCE PINEDA. In the TV ad by McCann Erickson
and directed by Dir. Jun Urbano, a spat with his girlfriend (Moran) drove a young
man (Pineda) to drown his sorrows over bottles of beer in a bar. He even
refuses to take a call from the girl. Friends console him, until one mediates
and calls the girlfriend, who comes rushing over to the bar. There, the couple kiss
and make up, while the happy friends go back to their billiard games.
The SMB
“Romance” TVC was selected as the Ad of the Month for November 1987,
and competed for the TV Ad of the Year that same year, won by AMA’s “Milo” Gymnast,
starring Bea Lucero.
ROWENA
MORAN was a teen
beauty queen and model, who did a lot of commercials but got noticed in her
high-profile SMB ad. This paved the way for a short career in movies, appearing in “Kapag Puno Na ang Salop”
(1987), with Fernando Poe Jr. A daughter was born out of their affair—Lourdes Viriginia
Moran-Poe, or better known as the actress Lovi Poe. Moran left her career to
raise Lovi as a single parent, and prefers to lead a private life.
LAWRENCE
SHEA PINEDA was urged
by his model-friend, the late Jumbo Montelibano and designer Aureo Alonso to
join the modelling world in 1984. He was one of the founding members of the Professional
Models Association of the Philippines (PMAP)and his contemporaries include Lito Gruet, Monsour
del Rosario, Eric Quizon, Leo Ravago, Susan Africa, Desiree Verdadero, Tina
Maristela, Ping Federis, among others. He dabbled in films, starting with “One
Day, Isang Araw “(1988, with FPJ and Matet), and he was last seen in the action-drama
movie AWOL, starring GeraldAnderson, and directed by Enzo Williams. Today, he is
married to Zenas Pineda and describes himself as “Dad, former runway model,
actor, recorder of memories using iPhone 12 & Nikon, a Catholic, and a 3rd
generation Irish-Filipino.
TRIVIA: The TVC JINGLE borrows
the tune of “Tomorrow’s Love” (1965), by
Hugo Montenegro, which, in 1970 was also reworked with Pilipino lyrics to be
the theme song of the first “bomba” (soft core porn) film “Uhaw”, starring
Merle Fernandez. Which is why on youtube, you will find the SMB TV titled “Uhaw”.
Le CAFÉ was a coffee brand introduced by Commonwealth
Food Corp. back in the mid 1960s, and was still going strong in the 1970s. Their
promotions—of offering coffee packaged in re-usable glasses and mugs –were very
popular with consumers , that they kept these promotional giveaways going.
In 1978, Le CAFÉ was packaged in HONEYGOLD Colored Coffee
Mugs, described in the ad as “class-na-class talaga, pang-bisita! Di pwedeng
isnabin!”. To push this promo, COMFOODS found an endorser in the person of
BIBETH ORTEZA.
Orteza was then a rising TV writer who dabbled in acting.
She was the chairman of the University of the Philippines Repertory Co. in the 1970s, and started her
writing career as a Junior Writer at KBS. Her break came, when she became the
scriptwriter for “Aawitan Kita”, a KBS music program that starred Armida Siguion-Reyna.
By 1978, she added Actress to her resume, and acted in films and TV as a comedienne
with a Visayan accent. It was at this time that her potential as an model/talent
was spotted by the agency of COMFOODS, who cast her in her first commercial appearance. In 1981, she would also a print ad for UNION Electric Fan.
Later, she focused again on writing and promotions, and
did work for Blackgold Records. She is credited with writing many successful scripts
for TV (OK Ka , Fairy Ko, Magpakailanman, John en Shirley, My Big Bossing, Rio
del Mar, Vampire ang Daddy Ko), and Films (Enteng Kabisote, Iskul Bukol: 20
Years After).
In the late 70s however, BIBETH ORTEZA was a one of the
most intelligent, multi-faceted creative talents to animate the TV and Film industry
who was praised for her excellent writing and funnybone acting---which, in the
words of the advertising copy in her ad—“di pwedeng isnabin!”.
SOURCES:
Bibeth Orteza: Love in the Time of Revolution: https://www.youtube.com/watch?v=yOelf13dp9k, uploaded by Middle of a Love Story,
Lifestyle.INQ. Bibeth Orteza and Carlitos Siguion-Reyna Return to the Stage to Spill Family Secrets, by Amadis ma. Guerrero, 17 June 2022. ://lifestyle.inquirer.net/405465/bibeth-orteza-and-carlitos-siguion-reyna-return-to-the-stage-to-spill-family-secrets/
At one point in our media history, the Philippine comic
book—or “komiks”—was one of the most popular printed entertainment for many
Filipinos. Ever since Liwayway Magazine came out with serialized comic strips
done by early cartoonists like Kenkoy creator Tony Velasquez and Romualdo
Ramos, ‘komiks’ became even more popular when they came out in book forms, for
sale or rent in neighborhood stores.
AJI-NO-MOTO PRINT AD, 1989
Like the radio, komiks became influential media forms.
Mars Ravelo’s komiks characters—like Darna, Captain Barbell, and Bondying---made
their transition from the page to the silver screen (and later, TV) successfully.
ASTRING-O-SOL PRINT AD, 1957
The 50s-60s were considered the golden age of komiks and the
comic strip format was soon employed by advertising agencies to push products
and services. After all, the strip form made for easier storytelling, as the
reader can follow the narrative at his own pace, just by referring to the drawings
and reading the script on the speech bubble.
CAFIASPIRINA PRINT AD, 1954
On this page are examples of print ads in the komiks
format, from as early as 1929 to 1990.
