Chanteuse EVA EUGENIO (b. 22 Jan. 1946), was a successful pop singer dubbed as one of the country’s "Jukebox Queens", so called because of their hit songs that were popularized via jukeboxes, that were music entertainment staples for the masses. The pay-for-play jukeboxes were once available in places of leisure and convergence like in billiard and pool halls, beer gardens, restaurants, cabarets and downtown establishments.
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| Jukebox Queen EVA EUGENIO ALBUM COVER |
Eugenio shared the title with Claire dela Fuente and Imelda Papin, singing melodramatic songs that spoke of anguished love, troubled relationships, and broken feelings---themes that resonated with the common tao. They were all sung in similar styles, with a lot of angst, sensuality, verging on tearful sentimentality.
The titles of her hit songs, recorded under Polyeast Records, conveyed it all: “Tukso”, a massive hit in 1979, “Pag-ibig na Walang Dangal”, “Kaligayahang Pansamantala”, “Gulong ng Palad)”(1980), “Kasalanan Ba?”, “Umaga Na, Wala Ka Pa” (1981) and “Uhaw” (1982).
At her peak, she made the rounds of top TV shows, top clubs and hotels, out-of-town engagements nationwide, and was a much-sought after performer in the Asian entertainment circuit. She even ventured into movies and even made one based in her song: “Hoy,Tukso! Layuna Mo Ako”, ” with Joseph Estrada.
Eugenio’s popularity among the masses was not lost among advertisers. Legendary adman Minyong Ordoñez of Basic Advertising, chose her to resurrect a dying pomade brand THREE FLOWERS BRILLIANTINE, that has been around in the Philippines since the 1950s. He created the theme “Lalaking Disente” (man of decency), which very much described the image of a Filipino gentleman—handsome, well-groomed, polished, a true cavalier—qualities that are fast disappearing in these modern times.
WATCH 3 FLOWERS "LALAKING DISENTE" TVC HERE:
The quick fix for that of course, is the tried and tested THREE FLOWERS BRILLIANTINE. It was Eugenio who sang a paean to this man who has captured her heart at first sight--“hindi ko mailihim ang damdaming sa aking dibdib, na nagsasabing ika’y mahalin…Lalaking Disente. Eugenio sang it so intensely, moving men to rediscover the old brand and revert back to being the gentlemen that they were.
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| TOSHIBA WITH EVE EUGENIO, 1983 |
THREE FLOWERS BRILLIANTINE was Eugenio’s most renown endorsement project, but it wasn’t the last. Four years after, she bagged another lucrative deal with TOSHIBA, a leading Japanese electronic company that specialized in audio and video appliances like Bombeat, Beta and VCRs. She did a local print campaign and had the chance to go to Japan and promote the TOSHIBA brand in malls and trade shows.
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| EVA IN A TOSHIBA EVENT IN JAPAN |
Today, EVA EUGENIO continues to accept bookings for
shows, and ocassionally appear as guests on TV noontime shows, and in game
shows, the most recent of which was in “I Can See Your Voice PH”, a mystery
music contest franchise.
SOURCES:
Eva Eugenio, Wikipedia and FB Page
Three Flowers Pomade, Lalaking Disente, uploaded by 4 A’s Philippines, https://www.youtube.com/watch?v=k4wAzNXxJFo
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