416. Strikingly Similar: BRYLCREEM and GARD Ads, 1978

BRYLCREEM AND GARD Hairdressing, 1978

BRYLCREEM was created back in 1928 by an English company--County Chemicals—in Birmingham, England, and owned for the longest time by Beecham. The hairdressing cream was actually and emulsion of water and mineral oil, stabilized with beeswax. When applied to hair, it provides a brilliant shine—hence the roduct name, BRYLCREEM.

GARD Liquid Hairdressing, on the other hand is a product extension of GARD Anti-Dandruff Shampoo, made by Colgate-Palmolive. It was introduced in the Philippines in the mid 1970s, thanks to a commercial that featured a character called “Charlieng Balakubak” (Dandruff Charlie), portrayed by Ramon Roco. It was thought that by riding on GARD’s strong “hair” equity, the liquid hairdressing product would be destined for success.

These 2 ads of BRYLCREEM and GARD have uncanny similarities, looking almost like they were created by one art director, working in one ad agency, to wit:

·         Both print ads came in what they call then as “plus one color”ad—BRYLCREEM had plus Blue, while GARD had plus Red.

·         The additional colors were applied on both the product shots (which, by the way, were both line drawings)  and the brand name.

·         Both employed head shots of male models (GARD’s model—Aldie Anido (+)—had a higher popularity quotient though).

·         Both ads appeared on the same magazine (Woman’s Home Companion) as Full Page Ads, and both came out in 1978.

It’s a different story when talking about product longevity. The similarities end here. That’s because, today, BRYLCREEM Hairdressing is still very much around after 95 years, while GARD Liquid Hairdressing floundered in the market until its extinction.

26. Is That Who I Think He Is?: ALFIE ANIDO, for ROYCO

CONTINENTAL ROYCO BEEF & CHICKEN NOODLE SOUP, 1964.

Alfonso “Alfie” Anido (b. 30 Dec. 1959) was the son of Bert and Sarah Serrano Anido of Makati. The youngster’s cute mestizo features were apparent at an early age, so much so that he was cast to appear in a Royco Noodle Soup omnibus print ad in 1964, that featured the Chicken and Beef flavor variants.

Continental Royco Soups were produced by Philippine Refining Company, where Alfie’s father was a young executive. Touted as the “Philippine’s Favorite Soups”, the leading 1960s instant soup brand came in trademark foil pouches.

YOUNG ALFIE, age 5, already a professional advertising model.

Anido spenct his grade school at the Ateneo, where Pres. Pnoy Aquino was a batchmate. He was very much into sports, and qualified for the football varsity team. He also continued to appear in many TV commercials. Producers soon came knocking on Anido’s door.

He became a member of the Regal Babies, contract stars of Regal Films who made teen-oriented films. He found fame in the now-classic “Temptation Island” (1980) where he teamed up with Dina Bonnevie. His other films included Katorse, Waikiki (1980), Blue Jeans (1981) and The Diary of Cristina Gaston, released posthumously in 1982.

Model, Actor, 30 Dec. 1959- 30 December 1981.

His shooting death on 30 December 1981 at their Bel-Air home, which happened after an incident at his birthday party with  Katrina Ponce Enrile in Batangas, was reported as self-inflicted. Anido was just 22.  Rumors persisted for years about the alleged involvement of the Enriles but nothing has been proven. This 41-year old Royco print ad is a visual documentation of Anido's  budding showbiz career beginnings, which tragically ended early.