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| A booming victory for San Miguel Beer--Ad of the Month for Feb. 1989! |
In 1988, McCann Erickson produced an Ad of the Month winner for SAN MIGUEL PALE PILSEN , a summer commercial that drew raves for its merry mix of popular talents, scenic beach shots, colorful production design, festival vibe, catchy jingle---and a new San Miguel “Si-Boom Girl”. The high-profile SMB commercial featured the APO Hiking Society alongside San Miguel mainstay, Bert “Tawa” Marcelo who follows the “Si-Boom Girl” as she gambols on the beach. Followed by a coterie of admirers, the ad jingle borrowed the tune of an Eartha Kitt song-- C’est si Bon--reworked and Tagalized into “Si-Boom”.
The TV ad became an instant sensation, what with the Ati-atihan
inspired arrangement, perfectly sung by
Jim Paredes, Boboy Garovillo and Danny Javier, as googly-eyed Bert Marcelo ogled on. But it was the debut
appearance of a sultry babe in white swimsuit that left the most impression on the
male audience—Rachel Lobangco, she with the signature pout and thick brows. For that appearance,
she was hailed as “Star Discovery of the Year 1989” by the Creative Guild of
the Philippines in their next awards night.
To top it all, SMB’s “Si-Boom” was voted by the Creative Guild
jury as the best TVC for the month of February 1989, thus qualifying for the Ad
of the Year Finals held at Hotel Nikko Manila Garden the next year.
CREDITS
ADVERTISER: San Miguel Corp.
PRODUCT: San Miguel Pale Pilsen Beer
AGENCY: McCann Erickson Phils.
CREATIVE DIRECTOR: Erwin Castillo
COPYWRITERS: Cris Michelena / Erwin Castillo
ART DIRECTOR: Sonny Yñiguez
PRODUCER: Jan Beltran
PRODUCTION HOUSE: Unitel
DIRECTOR: Dante Datu
San Miguel Beer "SiBoom" - Philippines , 1989 ,
90s, https://www.youtube.com/watch?v=w2dESSTwetY,
uploaded by vibesey
Lani, Rachel Lobangco, Ang Kanilang Buhay Ngayon: https://kami.com.ph/82471-lani-rachel-lobangco-ang-kanilang-buhay-ngayon.html
The Creative Guild Ad of the Year program, 1990
Photo Sources: IMdb Pro,
1988
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