461. 2010 Kidlat Ad of the Decade: McDONALD’S “Karen/Lolo” TVC 45s’, 2001

McDo's Most Memorable "Karen/Lolo" TVC, Hemisphere-Leo Burnett, 2001

In 2001, Hemisphere-Leo Burnett produced a TV commercial for its client McDonald’s that departed from the usual “good time, great place, great taste” executions that depicted happy folks, delightful kids, smiling customers in a fun-looking place, with a memorable jingle to match.

The 45 seconder “Karen/Lolo” ad  touched  millions just by showing a quiet, simple interaction between an aging grandfather and his favorite granddaughter Karen. Slightly peeved for being called by a different name by the grandfather with a failing memory, Karen’s attitude changed when the grandfather wraps half of the burger to save it   “para sa paborito kong apo….Karen”.

WATCH McDO'S "KAREN/LOLO" AWARD-WINNING TVC HERE:

(TVC courtesy of 4 As Philippines' youtube channel)

The iconic commercial was one of the most multi-awarded ads in history. In 2002, it earned a PILAK AWARD  from the 4As Philippines, as one of the Top 25 Classic Ads from the last 50 years.

KAREN/ LOLO, PILAK Awardee, 2002

At the 1^st Kidlat Ads of the Decade presented by the Creative Guild of the Philippines in 2010,  McDonald's "Karen" TV by Leo Burnett, shared honors along with Philippine Daily Inquirer  "Volcanic Ash" print ad by Ogilvy & Mather and Lotus Spa "Traffic Therapy" radio ad by JWT. The ads were chosen from the Ads of the Year, from 1999 to 2009.

Internationally  "Karen/Lolo” was the first Philippine ad to win a Gold Lotus in the ADFEST.  This unique award is given to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context.

 CREDITS:

CLIENT: McDONALD's Philippines

AGENCY: Hemisphere-Leo Burnett

Creative Director: Richard Irvine / Edsel Tolentino

Copywriter: Sheila dela Cuesta/ Art Director: Mike dela Cuesta / Joel Eudela

Producer: Irene Chingcuangco / Talent Caster: Abbey Young/ Jonathan Herr

PRODUCTION HOUSE: Production Village

Director: Thierry Notz / Cinematographer: Larry Manda

"KAREN” AND “LOLO”, Then and Now

Karen de los Reyes. The character “Karen” was played by a fresh-faced 17 year old talent, Glomirose Amor de los Reyes (b. 29 Sep.1984), a St. Benilde student. Glomirose was lured by GMA Networks to join its roster of talents and it was no surprise that she adapted the screen name Karen delos Reyes”.

She was first signed up for the youth series “Click”, and went on to bigger projects, joining the reality show “Survivor Philippines” and appearing as Savannah in the blockbuster fantasy, “Mulawin”. 

Now 39, she is a single mom with a son, Gabriel Lucas, and continues to be active on TV.

Rudy Francisco. The grandfather role was essayed by 79 year old lawyer and actor Rudy Francisco (b. 4 Sep. 1922), younger brother of matinee idol, Fred Montilla. While still a Far Eastern University law student, the younger Francisco moonlit as an actor, making abiut 10 movies during his short showbiz stint (1951-54). He was known for “Teniente Ramirez”, “May Araw Pang Darating” (with Gloria Romero) , “Buhay Pilipino”and Binibining Kalog (with Lolita Rodriguez). He later lawyered for Sampaguita Films.

Rudy’s son is the businessman, commercial director, film-tv-stage actor Raymond Francisco, better known as RS Francisco. Lolo Rudy passed away on 8 May 2019 in Manila, at the venerable age of 96.

 SOURCES / CREDITS:

Photo of Karen delos Reyes, GMA Network

Bios of Karen delos Reyes and Rudy Francisco, Wikipedia

4 AS Philippines youtube channel: https://www.youtube.com/watch?v=yzLM8oBbIs

432. Pilipino Advertising Klasiks (PILAK): CAMAY SOAP, “Ang Barko, Pres. Roosevelt” TVC, 1967

In 2002, the Association of Accredited Advertising Agencies of the Philippines (4 A’s) chose 25 Best Ads out of 100 nominees. The nominees were culled from hundreds of commercials spanning 5 decades, and these went  through the gruelling scrutiny of 3 generations of creative minds and advertising practitioners, sieved through their stringent standards and critical sensibilities. The 100 nominees were later pruned to 40. 

CAMAY "Pres. Roosevelt", one of 25 PILAK Awardees

The final 25 merited the distinction of being called “PILAK: Pilipino Advertising Klasiks”. One of the 25 is the CAMAY SOAP commercial of Procter & Gamble PMC, produced by Ace Compton Advertising Inc. It created quite a stir in 1967 as the first commercial to be shot on board the  SS President Roosevelt American President Luxury Liner. The commercial was also unusually long (over a minute!), with a cast of mostly foreign talents—except the lead, Camay Girl TINA ARTILLAGA, one of the country’s top-ranked fashion models.

 WATCH THE 1967 CAMAY "Pres. Roosevelt Lines" TVC Here:

“Ang barko….President Roosevelt. Ang dilag…kahali-halina..”

Thus began the commercial where the creamy-complexioned Tina walks past male passengers on the ship, entrancing them with her “malinis, mala-kremang kutis”—repeated several times for emphasis! “Ang lahat ay napapalingon…” (everyone wants to take a look..) became a memorable line from the TVC , and was retained in future CAMAY commercials.

THE COUNTERPART PRINT AD OF CAMAY "Pres. Roosevelt" Campaign

Inexplicably, the print ad counterpart featured another model, but published in the same year. It had the feel as the commercial and even bears the logo of the American President Lines to lend further credence to the ad. 

TOP MODEL TINA ARTILLAGA AT HER PEAK

Camay Girl TINA ARTILLAGA modelled for Pitoy Moreno in his fashions shows abroad. In 1968, she travelled to Europe and walked the runways in Moreno’s creations, along with Maita Gomez, Cherrie Pie Villonco, Pearrie Arcache, Jean Margaret Lim, and Joji Felix Velarde. That same year, she joined Bb. Pilipinas and placed 4^th to winner Charina Zaragoza. She did a couple of movies in the mid 1970s like “Alas 5:00 ng Hapon, Gising Na Ang ga Angel”, “Hoy Mister, Ako ang Mrs. Mo”, “Sekretaryang Walang Silya” (1976) ,and  “Ako si Emma, Babae”, (1977)

 CREDITS:

AGENCY: ACE COMPTON ADVERTISING, INC

CREATIVE DIRECTOR: CONNIE REID / COPYWRITER: KEITH GAMBOA

DIRECTOR: TONY SMITH / PRODUCTION HOUSE: A.D. SMITH PRODUCTIONS

Many thanks to 4A's for the use of their youtube channel where many of these TV features were sourced.