The very famous “Pamilyang Uliran” personal narrative ads of Development Bank of the Philippines (DBP), were offshoots of an earlier insititutional campaign started in 1987, “Buhayin Muli”, that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor).
A year later, these values came alive in a series of “Pamilyang Uliran, Kayamanan ng Bayan” (model family) story ads, which won praise and awards for the outstanding way the values were dramatized that always ended with human triumphs over life’s adversities, emotional-laden plots that resonated with the TV audience.
Perhaps, the most popular version was the NARDA TVC,
that meant to illustrate the “pagkamasipag” and “pagkamasinop” on
TV and Print, respectively, of the Mountain Province family. The main protagonist
was LEONARDA “Narda” CAPUYAN of Besao, Bontoc, who was introduced to the
art of ikat weaving and embroidery through
her mother, Irene Docallas, who also practiced this age-old craft.
Using her savings, she parlayed her love of tribal weaves into a home business in 1973, making blankets for the local market. Her small business expanded and in 1975, and secured an industrial loan from DBP, to put up her own Narda’s Cottage Industries, later called Narda’s Handwoven Arts and Crafts”. Her shop grew to include 71 looms, including 36 outsourced backstrappers and 120 workers. Soon, she was providing linens, curtains, upholstery fabrics and ikat wall displays to such big institutions like Pines and Manila Hotel.
At her peak, NARDA’s products found international buyers , and in 1982 Blooming dale in New York put up an exhibit-sale of her creations, which sold out her entire 6-month production. Fashion centers in Japan, Germany France, Canada, Hongkong and China sought out her products. Her worldwide clients include the Pacific Star in Guam which she supplied with complete furnishings. In 1986 she was the recipient of the Golden Shell Award from the Ministry of Trade for her outstanding contribution to a pioneering export enterprise.
DBP picked up her success story in a commercial produced by its agency Basic /FCB Advertising, that drew raves for the acting, casting, production design, directing and overall creative excellence. DBPs “NARDA” is enshrined among the 25 PILAK Awardees, in 2002, representing the top 25 ads of Philippine advertising from the 1960s-80s decade.
CREDITS:
AGENCY: Basic/FCB / CREATIVE DIRECTOR: Minyong Ordoñez
COPYWRITER: Danny Almirañez / ART DIRECTOR: Rino Hernandez
PRODUCER: Ding Fernandez / DIRECTOR: Danny Almirañez
CINEMATOGRAPHER: Tito Arce / PRODUCTION HOUSE: Creative Directors
SOURCES:
DBP ‘NARDA”, youtube video posted by 4A’s Philippines, https://www.youtube.com/watch?v=xdbmEpTjma8
De la Torre, Visitacion. Advertising in the Philippines:
Its Historical, Cultural and Social Dimensions, Tower House Books, 1989. pp. 116-117,
pp. 194-195,
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