441. 1989 Creative Guild TV Ad of the Month for February, SAN MIGUEL BEER, “Si-Boom!” TVC 60s

A booming victory for San Miguel Beer--Ad of the Month for Feb. 1989!

In 1988, McCann Erickson produced an Ad of the Month winner for SAN MIGUEL PALE PILSEN , a summer commercial that drew raves for its merry mix of popular talents, scenic beach shots, colorful production design, festival vibe,  catchy jingle---and a new San Miguel “Si-Boom Girl”. The high-profile SMB commercial featured the APO Hiking Society alongside San Miguel mainstay, Bert “Tawa” Marcelo who follows the “Si-Boom Girl” as she gambols on the beach.  Followed by a coterie of admirers, the ad jingle borrowed the tune of an Eartha Kitt song-- C’est si Bon--reworked and Tagalized into “Si-Boom”.

 WATCH SMB "SI-BOOM" TVC 90s HERE

uploaded by vibesey, 30 April 2016

The TV ad became an instant sensation, what with the Ati-atihan inspired arrangement,  perfectly sung by Jim Paredes, Boboy Garovillo and Danny Javier, as googly-eyed  Bert Marcelo ogled on. But it was the debut appearance of a sultry babe in white swimsuit that left the most impression on the male audience—Rachel Lobangco, she with the  signature pout and thick brows. For that appearance, she was hailed as “Star Discovery of the Year 1989” by the Creative Guild of the Philippines in their next awards night.

To top it all, SMB’s “Si-Boom” was voted by the Creative Guild jury as the best TVC for the month of February 1989, thus qualifying for the Ad of the Year Finals held at Hotel Nikko Manila Garden the next year.

CREDITS

ADVERTISER: San Miguel Corp.

PRODUCT: San Miguel Pale Pilsen Beer

AGENCY: McCann Erickson Phils.

CREATIVE DIRECTOR: Erwin Castillo

COPYWRITERS: Cris Michelena / Erwin Castillo

ART DIRECTOR: Sonny Yñiguez

PRODUCER: Jan Beltran

PRODUCTION HOUSE: Unitel

DIRECTOR: Dante Datu

 SOURCES:

San Miguel Beer "SiBoom" - Philippines , 1989 , 90s, https://www.youtube.com/watch?v=w2dESSTwetY, uploaded by vibesey

Lani, Rachel Lobangco, Ang Kanilang Buhay Ngayon: https://kami.com.ph/82471-lani-rachel-lobangco-ang-kanilang-buhay-ngayon.html

The Creative Guild Ad of the Year program, 1990

Photo Sources: IMdb Pro,

95. DEVELOPMENT BANK OF THE PHILIPPINES: “BUHAYIN MULI” Values Campaign, 1987-89

Development Bank of the Philippines (DBP), founded in 1935, is the country’s premiere development financial institution that has been at the forefront of  nation-building, It helps critical industries and sectors,  promotes countryside entrepreneurship  to advance the progress of communities and improve the lives of Filipinos.

In 1987, Development Bank of the Philippines  rolled out a memorable institutional campaign that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor). A year later, these values came alive in a series of “Pamilyang Uliran” (model family) story ads.

The campaign evolved into several dramatic true-to-life commercials that ran through the early 1990s, and acquainted the audience with the success stories of Narda Capuyan (handwoven ethnic products) and Virgilio Dytuco (furniture) who founded their homegrown businesses from scratch and grew them into large scale enterprises , with the help of DBP. They became inspiring models for self-employment and job creation.

WATCH DBP "Palabra de Honor" TVC HERE:

The very Filipino approach in advertising (they were all voiced in the national language) earned for DBP several prestigious awards from the Catholic Mass Media Awards, Philippine Board of Advertising, Creative Guild, as well as commendations from various groups.

The well-regarded DBP "Return-to-Values"  campaigns were conceived by the legendary Herminio “Minyong” Ordoñez (+) with several creatives from Basic/Foote, Cone and Belding (FCB) that included the prolific freelance creative director Danny Almirañez, art director Rino Hernandez, visualizer Bong Gonzales and producer Ding Fernandez. The iconic voice of the ads was provided by stage-TV-movie actor Joonee Gamboa. Almirañez even directed the “Narda” TVC that won TV Ad of the Month (January) at the 1989 Creative Guild Ad of the Year.

SOURCES:

de la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions. Tower Book House. (c)1989. pp. 194-195.

The Creative Guild, 1989 Ad of the Year Program, 

DBP Values, youtube video posted by Robbi Mercado, June 21, 2010

PHOTO SOURCES: Narda Capuyan, from Baguio Midland Courier / Virgiio Dytuco, from