523. International Boxing Referee SONNY PADILLA for OMEGA PAIN KILLER, 1978 Print Ad

In 1959, the Wong Brothers of Cebu--George, Sixto, Sergio, David Sr., and Pio Sr., founders of International Pharmaceuticals, Inc., launched a new anti-body pain liniment  that would become a byword in pain relief: OMEGA PAIN KILLER. It enjoyed much success after the greaseless version was introduced in 1968.

But the brand solidified its place in the pain market when CARLOS “Sonny” PADILLA Jr. —the Filipino boxing referee of the historic “Thrill in Manila’ Ali-Frazier fight ---gave OMEGA Pain Killer a major push in 1978.

3rd Man on the Ring: Referee Carlos Padilla Jr. via Business Mirror

Coming from an internationally-renowned referee who saw first-hand and up-close the  worse body aches and pains: sprain, cramps, muscle spasms—there was, indeed, no better recommendation than OMEGA Pain Killer for effective ache and pain relief. After all, long-before the Ali-Frazier fight, he was familiar with after-sports pain—his father Carlos Sr. and uncle, Jose Padilla Jr. were former Olympic boxers for the Philippines in 1932 and 1936.

Padilla’s celebrity magic would also propel Pagoda Internationals’ Family Rubbing Alcohol to stratospheric heights, resurrected his movie career, and importantly, and jumpstarting his international refereeing career, that included high-profile fights like Wilfred Benítez vs. Sugar Ray Leonard (1979); Mike Tyson vs. Pinklon Thomas (1987); Thomas Hearns vs. Roberto Durán (1984);  Julio César Chávez vs. Ruben Castillo (1985), among others.

514. FUMAKILLA: The World’s 1st Liquid Insecticide, 1966-1980 Ads

FUMAKILLA SPRAY INSECTICIDE, Print Ad, 1974

FUMAKILLA had its beginnings as a dispensing pharmacy store (Oshimo Kaisundo) in Japan, founded in 1890. With is business established in Hiroshima, FUMAKILLA  developed the 1^st insect liquid insecticide in the world in 1920. The operation move to Tokyo in 1950 as its international business grew.

FUMAKILLA VAPE, 1966

In 1963, launched Vape, the world’s 1^st mosquito destroyer which didn’t have to be lit, like mosquito coils. It was one of the first FUMAKILLA products to be launched in the Philippines in 1966. By the 1970s, FUMAKILLA was operating a laboratory in Barrio Ugong in Pasig, bringing to Filipino homes its liquid insecticide products to ward off primarily mosquitos and other house and garden pests.

FUMAKILLA DORA RAT KILLE, 1974

In 1974, it introduced its FUMAKILLA Dora Rat Killer, which proved to be the most popular rodenticide in the Philippines. In 1980, the FUMAKILLA Roach Killer was launched. Other well-received products include insect skin repellant spray and electronic repellants.

FUMAKILLA OMNIBUS AD, 1980

FUMAKILLA continues to be a well-known brand today. It operates under FUMAKILLA VAPE Phils. Corp., which distributes and imports the popular household products.

513. POND'S: "Secrets of a Beautiful Face" Campaign, 1975-1976

RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality.

The 1975-76 "Secrets of a Beautiful Face" ad campaign for Chesebrough POND's was conceived and executed  by its local agency, J. Walter Thompson Phils. It brought together a diverse group of women who shared their personal secrets on how they achieved their flawless complexions--which included the use of POND's for their everyday facial care. 

CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak"

EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist.

JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales.

CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist.

511. The Milk Formula Trusted For Infants: PELARGON from Nestle, 1957-1971 Ads

PELARGON MODERN MILK, 1968 Print Ad

Before the advent of infant formula powdered milk like S-26 and NAN, there was PELARGON, a full-milk powder formula for babies, developed by Nestlé in 1934. It became a favored alternative to breastmilk as it was enriched with lactic acid bacteria for easier infant digestibility.  PELARGON gained popularity after World War II, as mothers made a switch from breastfeeding to bottle-feeding.

LACTOGEN ACIDIFIED POWDERED MILK, 1957 Print Ad

In fact, many mothers and children in the 60s and 70s recall PELARGON as their ideal firstborn formula. PELARGON was pure, full cream pasteurized cow’s milk, acidified with lactic acid for improved assimilation, then fortified by the addition of dextrins—maltose, sucrose, starch, vitamins A&D, thiamine, niacin, ascorbic acid and iron citrate.

PELARGON’s protein content and fat globules are similar to breastmilk. It forms soft, easily digestible gastric curds, and provides a formula adequate in all nutrients known to be essential for the regular feeding of normal, premature or weak infants.

IMPROVED FORMULA PELARGON, 1971 Print Ad

Filipro  Inc. introduced PELARGON to the Philippines only in the late 1950s after the war curtailed their importation activities, and things began to improve. The brand was promoted through advertising, using America-made ads featuring Caucasian babies and parents from the 60s thru the 70s.

PELARGON still exists today, no longer in the Philippines, but in South Africa, where it is known as NAN-PELARGON, as NAN and PELARGON were once individual brands owned by Nestle.

510. She Taught the World to Sing: NORA AUNOR , Philippine Superstar, (b. 21 May 1953-d. 16 Apr. 2025)

508. TENDER CARE Baby Care Products, Colgate-Palmolive, 1978

TENDER CARE Baby Care Products, 1978 Print Ad

TENDER CARE is a line of baby care products that was developed in the late 60s by Colgate-Palmolive, with TENDER CARE Baby Powder as its pioneer brand. Right from the 60s, Johnson & Johnson had been the major player in the personal baby care market, with a complete line of products known for their mildness. TENDER CARE was thus looked at as one of the biggest threats  from their perennial competitor, Colgate-Palmolive.

TENDER CARE BABY OIL & COLOGNE, 1978 Print Ad

By 1978, TENDER CARE had assembled a complete like of hypoallergenic products that included TENDER CARE Soap, TENDER CARE Baby Oil & Baby Cologne, and TENDER CARE Baby Shampoo—duplicating the baby care line of J&J.

FOR TENDEREST CARE, Print ad, 1978

Looking like a me-too brand, TENDER CARE gained a measure of following particularly because of its soap. The brand was supported with tri-media advertising but not on the same level as J&J spending.There were several TV and print ads produced featuring young maternal beauties like Gina Squillantini (Miss Magnolia runner-up) and Cita Avecilla (Miss Young Philippines).

 WATCH TENDER CARE TVCs Historical Reel (juniorsky52) Here:

The brand only had a few relaunches and new product innovation offerings from the late 1990s to these recent years like their Ultra Mild soap that was later discontinued.

Of late, TENDER CARE introduced b Sakura scent for their shampoo and soaps in 2019, while TENDER CARE Soap in Lavender And Oats scent became available in 2022.

FOR TENDEREST CARE, Print Ad, 1978

However, in terms of product diversity and varieties, Johnson & Johnson continues to have a wider array of products to fulfill the needs of a child, at every stage and age of a his development. TENDER CARE is happy, it seems, where it is properly placed in the personal baby care market.

 CREDITS:

TENDER CARE HISTORICAL mpg. uploaded by juniorsky52, 2012, https://www.youtube.com/watch?v=XoR05p_rrRs&t=1080s

504. Is That Who I Think She Is? MISS RITA GOMEZ for LIASAN Feminine Hygiene Products, 1974

MISS RITA GOMEZ, for LIASAN Feminine Hygiene Wash & Spray, 1974

In 1974, LIASAN Feminine Wash was launched, the first intimate hygiene product in the market. It was one of the hygiene products of the German firm, Sagrotan, that was established in 1912. Appearing in the ad was the 39 year old RITA GOMEZ ( b. 22 May 1935 /d. 9 May 1990), a veteran actress, known for her strong, feisty female roles. Behind that façade, however, was “a woman who enjoys being a woman with elan and poise…an actress, a mother…whose femininity springs from the rituals of beauty she cultivates.” That of course includes feminine hygiene.

Gomez was a journalism student at the University of Santo Tomas when she was discovered for the movies by character actress Leonora Ruizi, who recommended her to the Santiagos of Premiere Productions. But it was when she moved to Sampaguita Pictures that her career picked up as a drama actress. In 1958, she won a FAMAS Best Actress award for “Talipandas”.

Turning into a freelance actress, Gomez appeared in variety of roles—which required her to be bold, controversial and daring. She appended “Miss” to her name amidst the Bomba scene, and thereafter was billed and addressed as Miss Rita Gomez. She won another Best Actress trophy in 1970 for “Bakit Ako Pa?”. Her association with director Ishmael Bernal produced the critically-acclaimed “Pagdating sa Dulo”, which further cemented her reputation as a fine, veteran actress.

Gomez was also looked at as an intellectual artist, a good writer, and an excellent English speaker. Son Ronald Bregandahl with Ric Rodrigo was a Caltex Spelling Bee runner up in the 1960s. She was a sought after speaker in schools, on TV talk shows and even judged a beauty pageant, known for her witty, but brutal frankness. The loud, eye-brow raising, cigarette-wielding, land opiniated actress easily became an icon of the gay community.

No stranger to advertising, RITA GOMEZ was one of the first beauties of  Camay who appeared in print ads in the late ‘50s. It would take over decade for her to bag another only her second product endorsement with LIASAN. After doing some 80 movies, she retired in 1983 and moved to the U.S. with her children, until she passed away from cancer,  just 2 weeks before her 55^th birthday.

496. FREE! NATIVITY STATUETTES from LADY'S CHOICE, KNORR, ALSA, ROYAL, Print Ad, 1978

BRIGHTENING YOUR HOMES WITH NATIVITY STATUETTES, Print Ad, 1978

In 1978, a consortium of products--LADY'S CHOICE (juices, spreads, pickles, dressings), KNORR (bouillons, seasonings), ALSA (gelatines, custards,  desserts), and ROYAL (pasta, noodles) came up with a holiday collectible promo, where one could assemble a set of plastic Nativity Statuettes for a Christmas Belen. The Nativity figures--15 in all-- are packed FREE with every purchase of the participating products, a fitting Christmas decor for your home. The completed set includes figures of the Holy Family, 3 Kings, Shepherds, Animals and an Angel.  Seek--and you shall find the spirit of Christmas in these handsome Nativity Statuettes!

MERRY CHRISTMAS AND A HAPPY NEW YEAR TO ALL!

492. Christmas Décor Ideas from REYNOLDS ALUMINUM WRAP, 1974

REYNOLDS BRIGHT IDEAS, Print Ad, 1974

Christmas is just around the corner, and REYNOLDS  Wrap Aluminum Foil is another of those staple products to preserve your holiday eatings! The product has been around for quite awhile, launched in 1947, by  the company  Reynolds Metals, which pioneered the development of aluminum sidings. 

It was created by Richard S. Reynolds, nephew of tobacco king R. J. Reynolds. He developed a thin, sheets of foil that were better and more durable than paper-backed foil, that were perfect for the cooking process like grilling. Thus,  the REYNOLDS  Wrap Aluminum Foil  was born, and the name has become a generic term to Filipinos for aluminum wrappers.

But with its malleability and silvery sheen, REYNOLDS Wrap can also be used for creative holiday decorating, as this 1974 print ad shows. Take a tip from these Christmas trimming ideas for your home from REYNOLDS--where new ideas take shape!

487. Channeling Travolta: VICTOR LAUREL, for TOP SEED Casual Wear, 1978

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel. Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969. The 8 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. 

He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he became a screen idol appearing opposite superstar Nora Aunor. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  

It came as no surprise that advertisers sought hims out for endorsemenr, becoming the first face of ESKINOL MASTER in 1974.

In 1977, the film "Saturday Night Fever" starring disco king John Travolta became an international blockbuster. Showbiz people started to see a bit of Travolta in Laurel, what with his facial resemblance and his dance moves (Laurel had studied in dance and portraiture abroad) that were so "Tony Manero", the main character in "Saturday Night Fever". 

Laurel looked the part even in his TV guestings where he showed off his dancing prowess  while wearing a white 4-piece suit--the same style won by Travolta. It was definitely for this reason that TOP SEED Casual Wear got him for a print ad. Even the pose he assumed was copied from the iconic Travolta pose on the movie soundtrack album cover. 

LAUREL AS THE PINOY TRAVOLTA, 1978

Did the Travolta gimmick worked for TOP SEED? Only the sales figures would tell for sure. But Laurel obviously enjoyed the exposure, and continued to embrace the Travolta image throughout the popularity of the movie and its star. 

486. Long Lost favorite: MAGNOLIA ICE CREAM CAKES AND ROLLS, 1979

One of the novelties introduced by MAGNOLIA Ice Cream in the 1970s were the line of MAGNOLIA ICE CREAM CAKES and ROLLS that were produced in limited numbers made for special occasions. They were basically ice cream that were frozen in molds that had special shapes (mortarboards, toys, logs, flowers and fruits)  to mark Birthdays for adults and kids, Graduations, Weddings, Debuts, and other milestones. They were airbrushed with food coloring by hand and individually decorated. 

The Ice Cream Cakes could also be pre-ordered if one wants customization of the cakes. These were created at the MAGNOLIA Dairy Plant along Aurora Blvd. where visitors can even see their production on the ground floor, next to the Magnolia Flavor House. These novelties had a niche market and were popular treats that continued through the 1980s. Eventually, the production of MAGNOLIA Ice Cream Cakes and Rolls were phased out as the manual process proved to be not cost-effective, making the products premium-priced. But for followers of these ice cream novelties, they were one of the best ideas ever to come out from the finest name in ice cream, MAGNOLIA.

480. Jukebox Queen, EVA EUGENIO for THREE FLOWERS POMADE (1979) and TOSHIBA (1983)

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.

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.

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.

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

474. The Most Talked About Name in Male Fashion: R.M. MANLAPAT, Tailor and Haberdasher

RANDOM SHOTS FOR '69, R.M. Manlapat Ad, 1968

One of the most enduring names in the history of male fashion is R.M. MANLAPAT, the iconic tailor and haberdashery shop now on its 7^th decade of operations. It was established by Rosendo Manlapat Sr. in 1951, and slowly built a reputation for its quality tailoring of formal suits, coats, contemporary jackets and native barong.

R.M. MANLAPAT even ventured into providing costumes and wardrobe for films, like Lo'Waist Gang,  Og sa Mindoro (1958), Hell of Borneo (1964) and Mano po (2002).At its peak, aside from its main office in Sampaloc, R.M. MANLAPAT had branches in Greenhills, Cubao, and at the Manila Hilton by 1975.

Its reputation was cemented when, at the 1974 Miss Universe Pageant held in Manila,  the shop provided officials, VIP guests, judges (Jose Greco, basketball star Jerry West, film actor Dana Andrews, Gen. Carlos P. Romulo) and the celebrity host, Bob Barker.

R.M.MANLAPAT "Thrilla in Manila" Ad, 1975, courtesy of Pinoy Kolletor

The next year brought R.M. MANLAPAT more fame when the Games and Amusement Board for the Ali-Frazier fight, dubbed as the “Thrilla in Manila”, was appointed exclusive tailor and haberdasher. The shop designed and supplied the exquisitely-embroidered  barong tagalog worn by boxers Muhammad Ali, Joe Frazier, and Ken Norton.

Today, R.M. MANLAPAT operates a shop in Timog and in Pasig, continuing a tradition of fine tailoring in men’s fashion that has become its signature legacy to generations of Filipinos.

 SOURCES: R. M. Manlapat “Thrilla in Manila” ad, courtesy of Pinoy Kollektor, used with permission.

469. MARICRIS BERMONT for No. 1 Selling Brand LA GERMANIA Gas Ranges, 1979

MARICRIS BERMONT for LA GERMANIA, 1979

An unheralded singer stole the show at the 1^st ever Metro Manila Popular Music Festival (METROPOP) in 1978 when she sang the soaring “Narito Ako", a composition of well-known composer, Nonong Pedero. MARICIRIS BERMONT, the lovely curly-haired Filipino-French mestiza sang her heart to a commendable 3^rd place finish, after “Pagdating Mo” (Celeste Legaspi), and “Kay Ganda ng Ating Musika” (Hajji Alejandro).

Bermont, then 30, was largely unknown, singing in limited circles in events and muscals staged at Manila Metropolitan Theater, Her triumph signaled the start of a successful career in the mainstream Philippine music industry. After her stint at Metropop, she once again represented the contry at an international song festival in Puerto Rico, where she emerged as the Grand Prize winner.

AT THE 1ST METROPOP  FESTIVAL,with Nonong Pedero

She was sought after for television shows and was even recruited for the movies, appearing in at least 2: “Dyesebel” (1978), “Nognog” (1980).

In 1979, LA GERMANIA, leading maker of gas ranges, ovens and other appliances, tapped the young mother (she was married to Gerardo C. Garcia +) to appear in a series of print ads, with a TV version wher she sang the memorable “La Germania generates love..” jingle. Beauty queen Consuelo Escalambre had appeared in an earlier, similar version, singing and strumming a guitar.

The ad agency kept the same formula and soon, guitar-playing Bermont was heard all over the airwaves, and seen in many versions of LA GERMANIA print ads.

Eventually, the Bermonts became a born again Christian family in the early 1980s. Maricris Bermont shifted to singing songs of faith and inspiration and, to this day, continues to perform and make guest appearances in many Christian fellowship events, TV and radio shows. Regine Velasquez would turn her 1978 hit song "Narito Ako", into another retro-bestseller in 1990. The Bermonts are a part of the Word Community (Wordcomm)  of Makati; her son, is in fact, a pastor of that gospel-centered church.

MARICRIS BERMONT, today

SOURCES:

Youtube: Manila Met videos, Maricris Bermont sings “Narito Ako”: https://www.youtube.com/watch?v=lSOncLyk12g, uploaded by nomerson.

463. Brand Stories: RUSTAN’S, Shopping for the Finer Things In Life, 1952

RUSTAN'S: ONE-STOP SHOPPING UNDER ONE ROOF, 1976

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).

WATCH RUSTAN'S SUPERMARKET TVC, STARRING POPS FERNANDEZ, 1984

Uploaded by Manila Chronicle, 7 March 2019

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.

SOURCES:

Rustan's, Our Heritage: https://rustans.com/pages/our-heritage

Rustan's, wikipedia

Youtube, Rustan's supermarket advert (ft. Pops Fernandez, 1984): https://www.youtube.com/watch?v=6JCflFMVpnY, uploaded by Manila Chronicle, 7 March 2019

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.