462. BANCO FILIPINO: “Subok na Matibay, Subok na Matatag”, 1968

BANCO FILIPINO, The First Bank, and its iconic logo.

BANCO FILIPINO was founded in 1964 in Plaza Sta. Cruz by Tomas Aguirre, whose fortune was built on his successful pawnshop business.  The finance industry was stunned by its phenomenal growth, and by 1966 was considered a major player in the banking field.

BANCO FILIPINO....Bank Anytime! 1966 Ad

By the 1970s, it had attracted over a million patrons, and in the 80s, had 89 branches nationwide. It parlayed its early success into a sprawling real property development project-- BANCO FILIPINO HOMES, or B.F. Homes, located in Las Pinas and Paranaque, the largest gated residential community in Asia.

B.F. HOMES, Print Ad. 1967

It touted itself as the FIRST BANK, as it indeed, it was the first bank to pay interest on savings deposit, and the first to pay interest in advance to those with time deposits. BANCO FILIPINO built its string financial base by accepting small peso deposits, including coin deposits from small entrepreneurs and unique products like Happy Savers Club promoted with children in mind.

ARAW-ARAW INTEREST NG INTEREST! 1965-66  Print Ads

BANCO FILIPINO further strengthen its position of advantage through advertising.The campaign of BANCO FILIPINO was also first in the industry, in that it used consumer language in Pilipino as early as 1968—“interest last month, interest this month, interest next month, interest araw-araw!”.

 This kind of advertisement was alien to those in the banking industry—most banks then had been using abstract  ads such as “Your Partner in Progress”, or “Place your Future in our Hands”. Then, a year later, when there was a bank run and BANCO FILIPINO survived it, the slogan “Subok na matibay, subok na matatag”—to indicate the bank’s stability and strength, was employed and eventually became a by-word.

WATCH BANCO FILIPINO'S 'Interes ng Interes' TVC HERE:

The campaign is attributed to Ace-Compton, and the slogan to copywriter Frankie Lacambra (he also created the Bank of Asia “Madaling lapitan”  campaign), which was used for many years in the bank’s TV and print ads.

 BANCO FILIPINO’s amazing run ended in 1985, when the bank went insolvent and was ordered closed by Central Bank. But after the Supreme Court declared its closure illegal, the bank reopened in 1994, using the same communication platform that  made it famous---“subok na matibay, subok na matatag”. But business was never the same after that. BANCO FILIPINO was closed again in 2011 by Central Bank for its massive liabilities that exceeded its assets, leading to its permanent demise.

 SOURCES:

4 As Philippines, youtube channel

De la Torre, Visitacion. Advertising in the Philippines : its historical, cultural, and social dimensions,Tower Book House, 1989

1964-1971, Special Supplements, Banking Institution, Sunday Times Magazine.

461. 2010 Kidlat Ad of the Decade: McDONALD’S “Karen/Lolo” TVC 45s’, 2001

McDo's Most Memorable "Karen/Lolo" TVC, Hemisphere-Leo Burnett, 2001

In 2001, Hemisphere-Leo Burnett produced a TV commercial for its client McDonald’s that departed from the usual “good time, great place, great taste” executions that depicted happy folks, delightful kids, smiling customers in a fun-looking place, with a memorable jingle to match.

The 45 seconder “Karen/Lolo” ad  touched  millions just by showing a quiet, simple interaction between an aging grandfather and his favorite granddaughter Karen. Slightly peeved for being called by a different name by the grandfather with a failing memory, Karen’s attitude changed when the grandfather wraps half of the burger to save it   “para sa paborito kong apo….Karen”.

WATCH McDO'S "KAREN/LOLO" AWARD-WINNING TVC HERE:

(TVC courtesy of 4 As Philippines' youtube channel)

The iconic commercial was one of the most multi-awarded ads in history. In 2002, it earned a PILAK AWARD  from the 4As Philippines, as one of the Top 25 Classic Ads from the last 50 years.

KAREN/ LOLO, PILAK Awardee, 2002

At the 1^st Kidlat Ads of the Decade presented by the Creative Guild of the Philippines in 2010,  McDonald's "Karen" TV by Leo Burnett, shared honors along with Philippine Daily Inquirer  "Volcanic Ash" print ad by Ogilvy & Mather and Lotus Spa "Traffic Therapy" radio ad by JWT. The ads were chosen from the Ads of the Year, from 1999 to 2009.

Internationally  "Karen/Lolo” was the first Philippine ad to win a Gold Lotus in the ADFEST.  This unique award is given to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context.

 CREDITS:

CLIENT: McDONALD's Philippines

AGENCY: Hemisphere-Leo Burnett

Creative Director: Richard Irvine / Edsel Tolentino

Copywriter: Sheila dela Cuesta/ Art Director: Mike dela Cuesta / Joel Eudela

Producer: Irene Chingcuangco / Talent Caster: Abbey Young/ Jonathan Herr

PRODUCTION HOUSE: Production Village

Director: Thierry Notz / Cinematographer: Larry Manda

"KAREN” AND “LOLO”, Then and Now

Karen de los Reyes. The character “Karen” was played by a fresh-faced 17 year old talent, Glomirose Amor de los Reyes (b. 29 Sep.1984), a St. Benilde student. Glomirose was lured by GMA Networks to join its roster of talents and it was no surprise that she adapted the screen name Karen delos Reyes”.

She was first signed up for the youth series “Click”, and went on to bigger projects, joining the reality show “Survivor Philippines” and appearing as Savannah in the blockbuster fantasy, “Mulawin”. 

Now 39, she is a single mom with a son, Gabriel Lucas, and continues to be active on TV.

Rudy Francisco. The grandfather role was essayed by 79 year old lawyer and actor Rudy Francisco (b. 4 Sep. 1922), younger brother of matinee idol, Fred Montilla. While still a Far Eastern University law student, the younger Francisco moonlit as an actor, making abiut 10 movies during his short showbiz stint (1951-54). He was known for “Teniente Ramirez”, “May Araw Pang Darating” (with Gloria Romero) , “Buhay Pilipino”and Binibining Kalog (with Lolita Rodriguez). He later lawyered for Sampaguita Films.

Rudy’s son is the businessman, commercial director, film-tv-stage actor Raymond Francisco, better known as RS Francisco. Lolo Rudy passed away on 8 May 2019 in Manila, at the venerable age of 96.

 SOURCES / CREDITS:

Photo of Karen delos Reyes, GMA Network

Bios of Karen delos Reyes and Rudy Francisco, Wikipedia

4 AS Philippines youtube channel: https://www.youtube.com/watch?v=yzLM8oBbIs

460. Asia’s Best Actress: CHARITO SOLIS, for CAMAY (1958) and POND’S (1975)

CHARITO SOLIS, THE ACTRESS AND THE AD MODEL

The breakthrough Filipina actress who was the first to win acclaim internationally was CHARITO SOLIS (b. 6 Oct. 1935/ d. 9 Jan, 1998). In 1967, she won Best Actress at the Asian Film Festival held in Tokyo, Japan for her role in “Dahil sa Isang Bulaklak”, of Nepomuceno Films.

Manila-born Rosario Violeta Solís Hernández was introduced in LVN Pictures’  “Niña Bonita” (1955) with Jaime dela Rosa. Her maiden film was such a hit,  paving the way for a career that spanned over 4 decades.

DAHIL SA ISANG BULAKLAK, Print Ad, 1966

Her stint with Nepomuceno Films was most memorable. From 1967 to 1971, she starred in some of the most critically acclaimed movies of her career, starting with “Dahil sa Isang Bulaklak”, which became the country’s 1^st entry to the 40^th  Oscar Awards, and for which she got invited to attend the awards night.

 Solis next appeared in “Igorota” (1968), daring because of her barebreasted appearance. She scored a FAMAS Best Actress for this film. The next year, she did “Ang Pulubi”, released internationally as “The Beggar”. She would win an unprecedented 5 FAMAS Best Actress nods,  the other 4 being  for Her other four FAMAS Best Actress wins were for “Kundiman ng Lahi “(1949); Emily (1960); Angustia (1963); and Don't Cry for Me, Papa (1983). For this, Solis was enshrined in the FAMAS Hall of Fame.

ANG PULUBI, print ad. Courtesy of Arch. Gerard Lico

She extend her career in television, beginning with “The Charito Solis Show” (1966-68) , ABS-CBN) and “Obra Mestra” (1973). But it was in the comedy sitcom “Okay Ka Fairy Ko”(1987)  as the flamboyant and meddlesome fairy Ina Magenta, that she found newfound fame in the 1980s.

CHARITO SOLIS FOR CAMAY, 1955

CHARITO SOLIS was tapped by a few, but well-known beauty products of international companies. She was an early CAMAY beauty when the best-selling Procter & Gamble PMC soap was launched, that used the country’s biggest movie stars in its promotional ads.

CHARITO SOLIS FOR POND'S, 1975

Twenty years after, in 1975, she became a celebrity model for POND’s, then from Chesebrough Manufacturing Co. affiliated with PRC (Phil. Refining Co.). Solis’s testimonial ad was one of a series, that included teen personality Jackie Lou Blanco, beauty queen Charina Zaragoza, and international model Jolina Zandueta, among others.

CHARITO SOLIS died of a heart attack in Calamba, Laguna, age 62. Her last appearance was for an episode in GMA Telecine Specials aired in 1998, entitled “Iguhit mo sa Alaala”.

 SOURCE/CREDITS:

"Ang Pulubi" photo, courtesy of Gerard Lico

Charito Solis, on wikipedia.com

459. And you thought Lady’s Choice only made mayonnaise: LADY’S CHOICE VIENNA SAUSAGE & LIVER SPREAD, 1969

BRING OUT THE SAUSAGE AND THE SPREAD OF LADY'S CHOICE!  1969

LADY’S CHOICE is top-of-mind when it comes to mayonnaise and salad dressings. But in its early years, the  Philippine manufacturing plant known as California Manufacturing Company (CMC), started operations in 1955, producing many other product lines—including canned goods like LADY’S CHOICE VIENNA SAUSAGE and LIVER SPREAD, which came out in 1969.

 But the market was already swamped with those products, with cheaper brands like Philips and Reno dominating the landscape. CMC eventually focused its operations on its salad dressing and spreads, which today—under Unilever--continues to have a strong patronage

458. And you thought Purefoods only made meat products: PUREFOOD BANANA CATSUP, 1963

CATSUP, PLEASE!!!...and make it PUREFOODS! Print Ad, 1963

PUREFOODS is practically associated with processed meat products like hams and hotdogs, but Banana Catsup?

Actually, when PUREFOODS was incorporated on 31 October 1956, it expanded its meat portfolio to include other foods, like canned viands, bottled foods, fruit preserves,  and, yes—banana catsup! PUREFOODS BANANA CATSUP was produced and marketed in 1963. The product did not prosper as Ayala Corp, upon purchasing it in 1965, streamlined the product lines and dropped non-performing brands, banan catsup included,

Ayala Corporation acquired majority control in 1981, and in 2001, San Miguel Corp. became its new owner and was renamed San Miguel Purefoods.