507. JOHN BORROMEO: 1987 Creative Guild’s Top Model of the Year for San Miguel Beer ”Katipunero” TVC 90s.

In 1987, barely a year after the People Power Revolution, San Miguel Beer came out with a 90 sec. epic commercial set in the Philippine Revolution almost a hundred years ago—which is about the same age of the iconic beer product.

The lead talent of the commercial was a katipunero, who marked historic milestones –the birth of his child, the call to arms, victory in war—with a quaff of SAN MIGUEL BEER. The role was played by JOHN BORROMEO, a ramp/commercial model who was a member of the Professional Models Association of the Philippines (PMAP). His first show was in 1984, when he was cast as a model for Salon de Manila. Born in Batangas, he went to school at the Philippine School of Interior Design. He became a much-sought after fashion and print model, and his contemporaries included Eric Quizon, John Estrada, Gerry Gonzalo, Monsour del Rosario, and Calvin Millado.

 WATCH SAN MIGUEL BEER' "KATIPUNERO" TVC 90s HERE:

But his biggest break was in 1987, when McCann-Erickson caster Efren de Jose cast him for the lead role in the aforementioned “Katipunero” commercial, with Bb. Pilipinas runner up and theater actress Susan Africa, as his infanticipating wife. With his moreno complexion, and dark brooding looks, Borromeo was a perfect choice to play a revolucionario, almost looking like Gat Andres Bonifacio!

That was not lost on the members of the Creative Guild of the Philippines, as when the award season for advertising creative excellence came, JOHN BORROMEO  made it to the list of 1987’s “Top Models of the Year”, along with fellow model Lawrence Pineda (also for another SMB ad), and young models RJ Ledesma and Carmina Villaroel. The Top 10 Models were honored during the Creative Guild Ad Awards Night on 30 Aug. 1988, at the Metropolitan Theater, Manila.

Borromeo also caught the attention of movie producers, and he ended up doing 2 films—“Hiwaga sa Balete Drive” (1988) and “Too Young” (1990) , an Aiko Melendez starrer.

Today, John Borromeo lives with his wife and 4 children in Seattle, Washington. He is an avid cyclist who has cycled all over the U.S. From time to time, he flies home to the Philippines to visit his home province of Batangas.

 SOURCES:

1987 Creative Guild of the Philippines Awards Night program.

 San Miguel Pale Pilsen TVC 1988 (Philippines)  https://www.youtube.com/watch?v=kAMccGElW3I

Posted by Advertising Archives, VOTIII

‘They turned modeling into a profession’, by Marina A.S. Benipayo, Philippine Daily Inquirer, 13 Oct. 2017, https://lifestyle.inquirer.net/275600/turned-modeling-profession/

John Borromeo FB Page

367. Creative Guild’s TV Ad of the Month, Aug. 1987: DEL MONTE SPAGHETTI SAUCE “Godfather”

The Creative Guild of the Philippines, an association of creative personnel working in the advertising industry, was just 3 years old when the 1987 Creative Guild Ad of the Year Awards night at the refurbished Metropolitan Theater was staged. One of the frontrunners for the Ad of the Year was DEL MONTE SPAGHETTI SAUCE’s “Godfather”, a much-talked about TV ad produced by McCann Erickson for Del Monte Phils.

WATCH THE DEL MONTE SPAGHETTI SAUCE 'Godfather" TVC HERE:

To drive home the “Italian-ness” of the product, the agency made use of the iconic Don Vito Corleone, a fictional character in Mario Puzo’s “The Godfather”, ably essayed in the 1972 film by Marlon Brando. McCann caster Amy Salona found a talent in the person of Enrique “Ricky” Rivero, an occasional stage actor, who, when fully-made up, became Brando’s doppelganger—right down to his raspy voice.

TV viewers took notice of this well-produced, imported looking commercial, what wit its authentic production design,  moody lighting, the supporting characters, and most especially, the uncanny duplication of the “Godfather’s” look and the cast's superb acting. It was no wonder then that the Del Monte commercial was chosen as the TV ad of the month for August 1987,  by a jury consisting of agency art directors, creative directors, copywriters and producers.

In the grand awards night, however, Nestle’s MILO “Gymnast”, headlined by SEA games gold medalist Bea Lucero,  edged out the DEL MONTE’s “Godfather”, for the plum TV Ad of the Year prize. But Enrique Rivera’s portrayal of  the “Godfather” was so unforgettable that he was  honored as one of the 10 Best Commercial Models of the Year. He was cited for his ‘effective portrayal of a distinctive character in the most natural and realistic manner, through skillful acting that captures the drama between product and consumer'.

DEL MONTE'’s “Godfather” would win more technical awards at the next Philippine Advertising Congress, but the best  was yet to come. In 1990,  the same Del Monte brand will win top honors at the  Creative Guild TV Ad of the Year for the commercial “Novices”, the most prized award for the evening. For McCann Erickson, the feeling was just—magnifico!

SOURCES:

Creative Guild Ad of the Year 1988 program

Youtube: 1986 Del Monte Spaghetti Sauce TVC, https://www.youtube.com/watch?v=a_s1c2CNLws

349. JULIO DIAZ, Creative Guild's 1987 Best Actor in a TVC, GINEBRA SAN MIGUEL “Homecoming”, 1987

During the Creative Guild of the Philippines Ad of the Year Awards Night held at the Metropolitan theater in Manila on 30 August 1988, the first ‘Models of the Year’ awards were given. Ten best commercial models were cited for their effective portrayal of distinctive characters who showed skillfull acting that “captured the drama between product and consumer”.

Creative Guild Ad of the Year 1988 program

Acting awards were also given and that year’s winner for BEST ACTOR IN A TV COMMERCIAL for 1987 -88 went to the rising young star JULIO DIAZ, a film and stage actor. He had received a Best Actor Gawad Urian Award nomination for his performance in Takaw Tukso (1986).

 The commercial in which he starred was for GINEBRA SAN MIGUEL, produced by Philippine Advertising Counsellors/BBDO. Entitled “Homecoming”, the TV ad was part of the brand’s  then-thematic campaign “Ikaw at Ginebra…Magkasangga!”.

 WATCH GSM "Homecoming TVC" with Julio Diaz

The ad is a story about  a  prodigal son, who may have worked for years in a big city like Manila or even abroad, returning to his small town. There, familiar faces and memories welcome him, capped by a reconciliation with his family and a reunion with his barkada—over GSM of course.

GSM "Homecoming", screengrab from commercial

Diaz had no dialogues in the TVC and the moving commercial relied on his emotive skills. For his Best Actor award, he was cited “for sympathetically essaying the role of a modern man rreturning to the fold of family and friends” and “for a deeply internalized characterization, proving that the human face, even in the absence of speech, is the eloquent instrument of emotion”.

JULIO DIAZ, in later years, Julio Diaz FB page

Diaz went on to become an accomplished film actor receiving prestigious more nominations from FAMAS (Best Actor, Sakay (1993) and Bayani (1992), Gawad Urion and Young Critics Circle. Diaz was well known for such films as: Sinner or Saint (1984), Paano Tatakasan ang Bukas? (1988), Kailan Ka Magiging Akin? (1990), Bayani (1992), Sakay (199),The Flor Contemplacion Story (1995), Segurista (1996), Batanes (2007), Serbis (2008), Kinatay (2009), and Biyaheng Lupa (2009).He was also seen in popular TV series like ABS-CBN  “Asintado” (2018) and “Ang Probinsyano” (2016).

SOURCES:

Youtube Video: Ginebra, uploaded by fiastatah, https://www.youtube.com/watch?v=PXB8CUdBNhY

Youtube video: ANG KWENTO NG NAGING BUHAY NI JULIO DIAZ, uploaded by SikatTV, Jan. 5, 2021, https://www.youtube.com/watch?v=TxsyiBHKzqY

Photo: Lifted from Chisms

philnews.ph: Julio Diaz Breaks Silence Following Arrest During Drug Operation

Julio Diaz FB Page