441. 1989 Creative Guild TV Ad of the Month for February, SAN MIGUEL BEER, “Si-Boom!” TVC 60s

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”.

 WATCH SMB "SI-BOOM" TVC 90s HERE

uploaded by vibesey, 30 April 2016

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

 SOURCES:

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,

440. Brand Stories: BIGEN Hair Dye and Hair Coloring Products, 1905

BIGEN HAIR DYE, Japans #1 Hair Color Brand

Commercial hair dye products were known in the Philippines as early as the 1920s, but the one brand that was most popular was BIGEN Hair Dye.

 BIGEN was effective, economical and easy to use—all you need to do is to mix the powder with water, and it’s ready to use to put the black back in your hair. Since BIGEN does not contain hydrogen peroxide, it is also safe and gentle to the hair.

BIGEN, 1967 Ad

BIGEN was created by an unknown Japanese man who concocted the powder hair dye in Nagoya, back in 1905. Eventually, Hoyu Co. Ltd. took over its manufacture. Water-activated. BIGEN 美源, which means "origin of beauty,' became Japan's #1* hair color brand for men and women, and was recognized as an iconic brand in the 1950s.

BIGEN, 1966 Ad

In the early 60s, BIGEN became available in the Philippines, and quickly became a dominant name in the hair dye segment of the haircare market. BIGEN  came in small bottled in a carton package with the graphics of a Japanese woman in kimono—an enduring image for decades, and an iconic part of the brand’s long history.

BIGEN Shampoo-in Hair Color, 1974

The company made modest advertising investments, coming out with small, black and white small ads accompanied with illustrations and stock photographs of Japanese women,

 From basic hair dyes, BIGEN added  hair coloring products for men and women in the 1970s. This was made possible when BICO Industries, based in Valenzuela, Bulacan acquired the license from Hoyu Co. Ltd., to manufacture BIGEN products localy, under supervision by the Japanese company.

By 1975, the BIGEN product line in the Philippines included BIGEN Hair Color for women, in bottles; BIGEN Hair Pencils for retouching eyebrows, BIGEN Jade Shampoo, BIGEN Pink and Blue Lotion, BIGEN Medicated Pomade, and BIGEN Pure Vaseline medicated pomade in bottles and cans.

BIGEN Omnibus Product Ad, 1975

From the 60s thru the 70s, the company made modest advertising investments, coming out with small, black and white small ads accompanied with illustrations and stock photographs of Japanese women, as seen on this spread In the 2000s, BIGEN began advertising on TV,

 WATCH BIGEN TVC from 2017 HERE:

The brand continues to be available in the Philipines, represented to day by BIGEN Philippines, which oversees its sale, marketing and promotions. BIGEN products are available online and in traditional sales outlets such as drugstore, cosmetic, and department stores.

 SOURCES:

Bigen website: https://bigenorigins.com/pages/our-story

Bigen TVC, Biegn Philippines youtube channel. https://www.youtube.com/watch?v=wGjKTfb_klo

439. Where Are They Now? DAVID ESTEBAN, “Indiana Jones Kid” OVALTINE TVC, 1987

DAVID 'Indiana Jones Kid' ESTEBAN, for Ovaltine, 1987

On 11 August 1988, the Top Models of Philippine Advertising were announced at the Creative Guild Ad of the Year Awards Night, at the Metropolitan Theater.  One of the winners cited was the young DAVID ESTEBAN, who was unforgettable as the feisty, confident kid adventurer in the Indiana Jones-inspired OVALTINE TVC, that hit the airwaves in 1986.

SHOOTING INDIANA JONES. Courtesy of Direk Jun Urbano

The OVALTINE “Indiana Jones” TVC was actually part of a pair of commercials inspired by hit action films of the era—the other ad had a “Top Gun”  theme. It was the Indiana Jones version, however, that proved to be more memorable and Esteban had a lot to do with it, essaying the role with gusto and bravado. The Lintas-produced commercial was cast by Myra Mendoza-Portillo and was directed by noted commercial director Jun Urbano. Unfortunately, the TVC is not available online.

INDIANA JONES KID, Then, and Now. David Esteban

DAVID ESTEBAN went on to pursue his higher studies at the Ateneo de Manila University and at the University of Western Australia. True to his adventurous spirit, he worked at the Earth School in El Nido, Palawan which focused on sustainability and innovation in the ecosystem of the municipality. He also was employed at the Australian International School in Manila.

DAVID ESTEBAN, TODAY. Source: FB Page

He is a Mobility/Movement Fitness Trainer, plays and teaches Drums, and s married to the former Dona Tumacder, an educator and yoga teacher. The couple are vey much into green advocacies, as well as naturopathy, wellness and healing.

 CREDITS

Photo of the commercial talents, courtesy of Direk Jun Urbano

B&W Photo of Indiana Jones kid, from the Creative Guild AOY awards programme, 1988.

David Esteban FB Page

438. BEAUTY AND HAIR SALONS, FASHION HOUSES and FINISHING SCHOOLS, 1964

ZARAH'S HOUSE OF BEAUTY, Owned and managed by Mrs. Virginia
Bertulfo. Names after her daughter, Zarah. Fully air-contidioned with the
most mddern equipment. Located at V. Mapa, Sampaloc. 1964.

The 1960s decade saw the rise in beauty and fashion consciousness of Philippine society, particularly in the nation’s capital spawning beauty salons, hair style shops, fashion houses and finishing schools. In fact, every little town, it seemed, had a hole-in-the-wall beauty shop to cater to the needs of Filipinas who wanted to feel good, and look good—be it through a quick manicure, hair trim, or a cold wave treatment.

SLIM'S FASHION AND ARTS SCHOOL, founded by the iconic 
Philippine haute couture designer, Salvacion Lim Higgins. 1964.

The burgeoning movie industry in the 50s and 60s starred well-coiffed screen icons who became role models of beauty and style. Sampaguita teen stars sported the latest hair styles—fly-aways, bob cut, bangs, teased, pixie look. Sophisticated ladies favored couture bouffants, towering beehives, and buns. Local vamps like Rosa Rosal and Divina Valencia sported signature looks-- popularized wavy hair with a stray strand of hair half-covering one eye.  All these styles were available at a neighborhood beauty salon, with walls plastered with magazine pages of local and international stars, for reference.

PETITE BEAUTY SALON, with branches at Don. A. Roces Ave.
and at Dapitan, near UST. 1964

Meanwhile, Make-Up styles were also evolving in the Philippines as more local and international cosmetics became readily available. Pastel eye shadow, black crease shadow, winged eyeliner, and heavy fake lashes with light blush and pastel pink lips were the rage of the day. 

MATUTE FASHION SCHOOL. Founded by Mrs. Macaraia Hilario Matute.
The school is still in operations. 1964

Beauty salons had a heyday glamming up women and teens for their weddings, debuts and graduations. Others went one step ahead by offering slimming and slenderizing services, with machines and other contraptions to firm and improve the figure.

DORY'S SLENDERIZING & BEAUTY SALON, owned and operated by
Dory Acuna. Salon endorser is actress Blanca Gomez of Sampaguita Pictures,1964.

But what is fashion and beauty without personality? Finishing and modeling schools took care of that-with mentors ready to train girls with proper deportment, etiquette, speech and diction, conversation  skills for all-around poise and personality development. 

DE LUXE FASHION SCHOOL BEAUTY ACADEMY, at Evangelista St.,
at the corner of Raon St., Sta. Cruz, Manila. 1964

After all, Filipina beauties were going international. In 1963, Lalaine Bennett placed in 4^th in the Miss Universe pageant, and the next year, 1964, the first Bb. Pilipinas for Miss Univese was crowned. That  same year that the regal Gemma Cruz was crowned Miss International—and goodness how many Filipinas she inspired to be beauty queens. The rest is history.

DELLS BEAUTY SALON, fully air-conditioned. Located in
 Quiapo, Manila near Cine Moderno. Endorser: Sylvia Gumabao.

On this spread are 1964 ads of beauty, fashion and style houses where Filipinas hied  off to in their pursuit of pulchritude. Good girls may go to heaven, but beautiful girls go everywhere.

CUPID'S HAIR STYLING, at Carantes St., Baguio City, 1964

CHARI'S HOUSE OF BEAUTY, under proprietress Joselita E. Dumon.
With branches in Malate and Buendia, Pasay. 

CHANTILLY GOWNS & BEAUTY SUITE, with beauty stylist Carling Mercado.
Under proprietress Vicky A. San Diego. Echague, Manila. Models include: Myrna
Panlilio (Bb. Pilipinas 1964), Elvie Gonzales (Bb. Waling-Waling).

BENY'S BEAUTY SALON. Andalucia St., Sta. Cruz, Manila, 1964.