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,

166. APO HIKING SOCIETY for NATIONAL PANACYCLE ELECTRIC FANS, 1983

Panasonic Corporation (formerly, Matsushita) used to have a popular brand of home appliances known as NATIONAL. It was one of the most famous brands in Asia, the Philippines included. 1980s were the heyday years of the brand, as NATIONAL made available to Filipinos, a wide range of domestic, industrial and personal appliances –including the munch in-demand line of  NATIONAL Panacycle Electric Fans introduced in 1983.

The NATIONAL Panacycle Electric Fans featured aero-pitch blades that provided more air volume for maximum comfort and quiet. There are 5-way oscillations to choose from, for spreading cool air evenly around the room. NATIONAL Panacycle Electric Fans models included  Stand Fan, Living Fan, Desk Fan, Box Fan, and Wall Fan.

NATIONAL Panacycle Fans were extensively advertised and the launch ads featured the hot singing group The Apolinario Mabini Hiking Society, later popularly known as APO Hiking Society, or simply APO (named after the hero, Apolinario Mabini). The group was composed of Ateneo High students Jim Paredes, Boboy Garovillo, and Danny Javier, who joined the group during their college years. APO  first made waves  in a 1973  concert held at the Meralco Theater where they became the talk of the campus circuit with their music and witty humor.

The APO Hiking Society first gained recognition in 1973 when they gave a farewell concert at the Meralco Theater in Pasig City, Metro Manila, Philippines. Just out of college, the group was the talk of the Ateneo de Manila University and adjoining campuses for their music and humor.

Five years later, they placed 2nd in the Metro Pop Song Festival with the song “Ewan’, by Louie Ocampo which became a hit for them. At their peak, they had their own noontime Sunday show "Sa Linggo nAPO Sila", which catapulted APO to national stardom. They cut over 22 records with such hits as “Handog ng Pilipino sa Mundo” (1986) recorded by 15 artists during the People Power Revolution in 1986. They were the first group to perform in Carnegie Hall, and were much in demand in international shows as purveyors of Original Pilipino Music.

As positive role models to the youth, the APO Hiking Society began appearing in commercials and these NATIONAL Panacycle Fan ads were one of their earliest endorsements (their biggest would be for San Miguel Beer).

Retired as a group in late 2009, the members continue to be active in their chosen fields. Only Buboy Garovillo remained in showbiz, with acting roles movies and tele-novelas. Entrepreneur Danny Javier is retired from singing and recetly overcame a serious kidney disease and  is settled in Cagayan de Oro; he also owns Pidro: Ang Saplot Ng Bayan T-shirts. Jim Paredes forayed into advertising, then moved to Australia, but came back to the country to work as columnist and a tireless activist.

As to the fate of the NATIONAL brand, it was phased out in Asia gradually beginning in 2004. The products NATIONAL bannered were unified and re-branded as Panasonic. Home appliances retained the name NATIONAL until September 2008, and today all products are marketed under the "Panasonic" brand.