" GEE YOUR HAIR SMELLS TERRIFIC" Product Ad, 1989-90
The popular shampoo that uses an effusively kilometric
sentence as its brand name---"GEE YOUR HAIR TERRIFIC”—was sold in the
Philippines in the late 1980s in very mod plastic bottles that came in bold primary colors—red,
yellow and blue. The shampoo brand was manufactured by Andrew Jergens Co, in
the 70s. I only reached the Philippines a decade later, after a successful run
in the U.S. Jergen’s lincesed the shampoo’s formulation to Vibelle
Manufacturing Corp. in Malabon, which also markets Caronia and Bioré, both
cosmetic brands. Which is why, even with the death of he brand in the U.S. it was
still around in the early 1990s
WATCH THE U.S. "GEE YOUR HAIR SMELLS TERRIFIC" 1976 TVC HERE:
The product is now defunct, but during its shortlived appearance
on market shelves in the Philippines, "GEE YOUR HAIR TERRIFIC” was advertised
in full color magazine ads using plain product shots that were unimagitive and not at all-- well, terrific. OnTV, a U.S.-produced ad was briefly aired. The
novelty of the brand name made it popular with the youth market back in its time, and
was referenced in sitcom scripts, quoted in stand-up comic acts and used in everyday
jargon.
FROM MISS SAIGON TO MISS AVON, Lea Salonga, ca.1999-2000
By the new millennium, LEA SALONGA was already an
established star of the musical theater stage, having conquered Broadway
when Cameron MacKintosh’sMiss
Saigon opened in 1991, after her West End stint. She again played
the role of Kim in the U.S., winning the Drama Desk,Outer
Critics Circle, and Theatre World awards—and the most coveted of
them all, a Tony Award, the first actress of Asian descent to be so honored.
Salonga would return to Broadway again sometime in
2000, to rehearse with the cast, for the closing of the Miss Saigon production
in 2001. While there, she was contacted by AVON, the direct-selling American-British
multinational cosmetics, skin care, perfume and personal care company.
AVON was in the midst of pitching the promotion of
its cosmetic products. In the end, the company decided to produce in-house their
first-ever global advertising campaign,
under the banner “Let’s Talk”. The ads focused on AVON’s
relationship with women and its latest beauty innovations.
LEA SALONGA was one of the celebrities handpicked
by AVON to talk to women everywhere in ways they understand. A simple
format was used to accommodate the busy schedule of the Broadway sensation. A representative from Jimenez DMB&B,
the Makati-based agency that was handling the AVON business in the
Philippines, flew over to New York, during the quick shoot, using an
all-American production crew.
AVON PHOTOBOARD, "LET'S TALK" TVC 30s
The campaign was rolled out internationally in 2000, at a
cost approximately $90 million in 2000, 50% more than the over 1999 budget allocation.
Salonga’s slick, fashion-forward AVON Commercial was aired in the
Philippines for a brief period, another addition to her portfolio of major advertising
accomplishments that was driven by her historic
international success on the world stage, which remains unequalled to this day.
12 YEAR OLD CARMINA VILLAROEL, in her debut JOLLIBEE TVC
Many actors
and actresses have taken the “commercial route” to a career in showbiz, going
to casting auditions conducted regularly by ad agencies in the hope of snagging
any role for a TV appearance. One of those who made it in her early try was
CARMINA VILLAROEL, who was just 12 when she was cast by Basic FCB for a
Jollibee Commercial in 1988.
CREATIVE GUILD'S TOP ADVERTISING MODEL, 1988
Caster
and future ad director Mario Sarmiento put her up for a lead role in the "Jollibee Good- Girl” TVC, that called for pre-teen talent with an angelic,
innocent face, capable of demonstrating hopefulness, disappointment, surprise,
and then sheer enjoyment and gratefulness, all in 45 seconds
The
Jollibee clients approved Sarmiento’s talent recommendation and that’s how Carmina came to star in a Jollibee ad that shows her being left out by his
“kuya” and his gang, who were out to paint the town red. She sits down,
dejected and alone. But her “kuya” –after seeing her sad as they drove
away—realized his little sister’s disappointment. He turns back, collects her
and brings her to Jollibee along with his gang, where she had the most
delightful moment –with all the good things she was hungering for—attention,
acceptance, inclusion, and yes, food that pleases!
JOLLIBEE GIRL CARMINA, 1988
The
Jollibee not only caught the attention of many TV viewers but also the members
of the jury of the Creative Guild who were tasked with selecting the Top 10 Ad
Models for 1988.Carmina Villaroel
easily got a place among the winners (that included RJ Ledesma, Michael Alfers,
Ricky Francisco, who all tried showbiz) who were awarded during that year’s Ad
of the Year finals held on 30 Aug. 1988 at the Metropolitan Theater in Manila.
COVER GIRL CARMINA, with Robert Ortega of "That's Entertainment" MR & MS. Magazine Cover, 1989
Influential
movie producer Lily “Mother Lily” Monteverde, head of Regal Entertainment, also saw Villaroel in the commercial and
sought her out, trained her, and set her on a showbiz career that would propel
her to stardom—churning out hit movies of all genres like ”Tiyanak”, “Regal Shocker”,
“Dyesebel”, “Shake, Rattle and Roll II“, Hindi Kita Malilimutan”, “Kahit
Mabuhay Kang Muli”, “Hanggang sa Huling Hininga”, among others. Villaroel also had a flourishing career on TV beginning with "That's Entertainment", sitcoms "Palibhasa Lalake", "Chika Chika Chicks", and the noontime show, "Eat Bulaga".
CARMINA and husband ZOREN LEGASPI, in a Jollibee commercial.
When she
came of age, she married Rustom Padilla, her love team partner in such movies
as “Maruja” and “Hindi Magbabago”. Their marriage was annulled in 2002, and in
2012, Villaroel married actor Zoren Legaspi in 2012. They have twin kids, Mavy
and Cassy, who are currently, both young showbiz personalities.
WATCH THE LEGASPI FAMILY IN A JOLLIBEE TVC HERE:
Villaroel
would be inextricably associated with Jollibee, such that when the twins came
of age, Jollibee signed up the whole Legaspi Family in 2014 for a series of
commercials beginning with one that alluded to Villaroel’s past iconic commercial.
They also starred in other Jollibee product and seasonal ads (Jolly Spaghetti,
Chickenjoy, Magbigay ng Joy). Villaroel’s Jollibee adventure had come full
circle with her return to these ads.
CARMINA VILLAROEL with hsuband Zoren, children Mavy and Cassy.
The passing of retailer billionaire Zenaida “Nedy” Tantoco
on 8 February 2024 brings to a close another chapter in the charmed history of
RUSTANS’-the shopping empire founded by her parents, Bienvenido "Benny"Tantoco Sr. of Malolos, and
Gliceria “Glecy” Rustia-Tantoco. As the eldest daughter, Nedy took over the helm of the enterprise with the same visionary approach espoused by her parents,
RUSTAN’S introduced Filipinos to the finer things in
life, raising their shopping experience to a whole new level.
The couple’s store began in their own living room where
they sold trinkets brought home from their European jaunt. This led to their first
shop in Manila, along San Marcelino St., which evolved into Rustan’s Department
Store. It began carrying signature brands like Dior and YSL, and enjoyed brisk
growth and success in the 60s. By 1970, their flagship store with its distinctive
blue geometric façade was the shopping place to see and be seen, selling lifestyle
brands that represented “the true, the good, and the beautiful”. No, that was
not Imelda’s mantra—but Glecy’s motto.
RUSTAN'S MAKATI, 1970
By that time, their association with the Marcoses was
well-known, and the Rustan’s empire expanded to include another giant branch in
Cubao (1973) and Cebu.
All the major designer brands were sold in Rustan’s: Lacoste,
Lanvin, Gucci, Marks & Spencers, The Gap, Banana Republic, Zara, Calvin Klein,
and many more.
WHEN YOU THINK PHILIPPINES, THINK RUSTAN'S. 1976
Rustan’s was also known for its wide array of Filipiniana
products, and of course, its Supermarkets. The ouster of the Marcoses in 1986,
the death of Glecy in 1994, and patriarch Bienvenido (age 100, in 2021), did
not affect the Rustan’s business as it continued to move forward--it would
operate Starbucks, Duty Free shops and real estate developments (Sta. Elena
Realty).
Rustan’s continue to lead the way in revolutionizing the retail industry, and in uplifting Filipino
taste for goods and merchandise of the highest order, style, and quality. Nothing has
changed after over 70 years of Rustan’s , and that is, to indulge only in what
is true, what is good and beautiful.
