476. BENCH COLOGNE "Fire", Platinum Award, Philippine Advertising Congress, 1995

 In 1995, all eyes were on the hotshot agency Jimenez/DMB&B , the ad shop owned by the husband and wife team, Ramon and Abby Lee Jimenez. They were fast gaining a reputation as brand builders, taking on mostly no. 2 brands like Selecta (vs. #1 Magnolia) and Pfizer (vs. Unilab), then turning these into formidable challengers that caused market leaders to pay more attention to the agency’s successful campaigns.

When Jimenez/DMB&B took on the rising lifestyle brand BENCH/ , the brand relied on out-of-home and point-of-sale materials like billboards and posters to increase its visibility. The extension of the product line beyond clothing prompted the company to look into the possibility of using mainstream  TV advertising. Thus, BENCH/ took their new lifestyle offerings—Beddings, Stationery and Cologne Spray---to the fledgling agency to see what they can do with them despite a limited budget allocation for TV production.

Unfazed, Jimenez/DMB&B creatives took on the challenge and created three (3) 15 sec. TVCs on a very short shoestring budget. All were designed to carry single scenes, shot with a solo camera, using a “tabletop” setting. No talents were used—saved for a hand talent that belonged to an agency personnel.

The over-riding visual theme were the 3 elements: Earth, Wind, and Fire. Hence, you see a folded paper boat made to float on a stoney creek (for Stationery products), a bed sheet hanging from a tree branch, billowing in the wind (for Beddings), and the flickering flame of a candle bursting into a blaze (for Cologne Spray).

 

The 3 simple, but stunning ads were received with wide acclaim. The campaign dominated the Low Budget production category, winning an Award of Excellence at the 1995 Philippine Advertising Congress Araw Awards in Baguio City. But the BENCH/ “Fire” version for the Cologne Spray did even better by winning a Platinum Award, the supreme accolade ever for the best TV ad with the highest level of excellence---all compressed in 15 seconds, and produced at a very low budget.

CREDITS:

AGENCY: JIMENEZ/ DMBB&B

EXEC. CREATIVE DIRECTOR: Butch Uy

WRITER: Teddy Catuira / ART DIRECTOR: Nikko Cornelio

CLIENTS: BENCH SUYEN CORP.

SOURCES:

4 A's youtube channel: Bench,Fire: https://www.youtube.com/watch?v=CfwQoLwOe3k

445. Pilipino Advertising Klasiks (PILAK 2002) SPRITE “Japorms” TVC 30s, 1999

In 2002, the PILAK Awards were instituted by the Association of Accredited Advertising Agencies of the Philippines (4 A’s) to determine the top 25 ads from the last 50 years, the golden age of Philippine advertising. Hundred of ads were screened by the country’s top creative agency heads, until only 100 were left. From these, the 25 cream of the crop were chosen--“patalastas na walang kupas”---to be honored with the Pilipino Advertising Klasiks or PILAK Awards.

 One of the PILAK Awardees was a fairly new ad from a SPRITE TV campaign conceived by the powerhouse creatives of McCann-Erickson Phils. The “Magpakatotoo Ka”  (Be True To Yourself) TV ad series was an instant hit, with its brand of youthful humor—so comical, yet true, slick editing, stylish look, and fast-paced storytelling—not to mentioned the over-the top acting.  The “Magpakatotoo Ka” pool includes the famous Piolo & Toni (“I Love You, Piolo!) version, Ryan Agoncillo “Elevator” version (“Are you in heat?”); Music Teacher; and Basketball “Kaka” Girl, among others.

WATCH SPRITE "Japorms" TVC HERE:, uploaded by Duvine Gil Reyes

But it was the “Japorms” version that earned the judges’ nod as a PILAK winner—about a stylish youngster who thinks of himself as hip and cool when he stepped out in the sun, dressed in jeans, shades, and a very thick hoodie. He quickly suffers a heat stroke, fainting in front of a gaggle of girls who offered him cool relief with a bottle of SPRITE. “Obey your thirst” the ad says, “magpakatotoo ka”. Well, for awhile he did. He surrenders to the refreshment of SPRITE—then quickly switches back to his “feeling hip, cool” mode,  like nothing happened. The SPRITE “Japorms” TV also won a Gold Araw Award at the 1999 Philippine Advertising Congress Awards Night in Cebu.

CREDITS:

Client: Coca-Cola Philippines

Agency: McCann-Erickson Philippines / Creative Director: Teeny Gozum

Copywriter: Divine Gil / Art Director; Carlo Director

Producer: Telly Arce

Production House: Unitel

Director: Jun Reyes / Cinematographer: Boy Yñiguez

SOURCES: 

youtube, Sprite ‘Japorms’ commercial TV, uploaded by Divine Gil Reyes, 2016: https://www.youtube.com/watch?v=SI7-AhJfxZ8

 

184. “Magandang Umaga Sa Iyo!”: Nestlè SUNRISE Soluble Coffee, 1987.

SUNRISE COFFEE, in new Flavor-Rich Granules form, relaunch ad, 1988.

In 1987, Nestlè Philippines developed a local coffee product that was totally separate and different from their premiere flagship brand, Nescafè Coffee. It was envisioned to be a price brand, to make coffee more accessible to more Filipinos. Named as Nestlè SUNRISE, the coffee blend came in the form of flavor-rich granules—so one need only a small amount to make a rich cup of coffee.

Nestlè assigned the product to Ace-Saatchi & Saatchi, and the agency went to work right away in crafting the communication strategy. The brand name inspired the way Nestlé SUNRISE would be positioned—it would be pushed as your first cup of morning coffee, for morning people who need a quick picker-upper to warm up the start of their day.

Though Nestlé SUNRISE was meant to be a popular price brand, care was taken by the agency to create a campaign hinged on beautiful Filipino traditions. Former DOT secretary Ramon Jimenez Jr., was the lead creative director who crafted the launch campaign, together with his team.

WATCH "SUNRISE COFFEE" LAUNCH AD HERE:

Source: View on the 3rd Jojo Bailon

It was he who came up with the theme: “Magandang Umaga sa Iyo”, which is charmingly Filipino. It shows an aspect of typical Filipino habits such as the warmth and vibrance of exchanging morning greetings among people from all levels of socio-economic strata.

This campaign came alive in 3 memorable TV 30s commercials: that were all designed to be morning situations:  “Bride”, “Spoon”,  and “Delivery”.

The “Bride”begins with a slow music that introduces viewer to a Father character, deep in reverie, while sipping a cup of Nestlé SUNRISE. Slowly, he sees a figure walk down the stairs—it is her daughter, dressed in a wedding gown, and the soon-to-be wed bridge greets his father with  “Hi, Papa”. Very quickly, the misty-eyed Father sees his daughter as a young girl, then is jolted back to the present time. The Father escorts her Daughter out, ready to give her away.

“Homecoming”, the second version shows a middle-aged couple having coffee together. Their small talk turns to their Son—a PMA cadet in Baguio-- whom the Mother misses. Little did they know that at that precise moment, the Son arrives to surprise them with a short visit.

The third version, “Delivery”, shows a couple having an intimate coffee moment together, shot at close range. The Woman drops a spoon, and as the Man bends down to pick it up, he sees someone wearing white shoes entering the room. It is then revealed, as the camera pulls out, that the Couple are a Husband and Wife in a hospital room, and the white shoe-shod figure is actually a Nurse bringing in their newly-delivered  Baby Girl (as foretold by the dropping of a spoon). All the the commercials end with the last strains of the jingle--“Maganda umaga sa inyong lahat!”, a pleasant good morning to all.

WATCH SUNRISE New Flavor Rich Granules" 1988 TVC HERE

with Angelique Lazo

(Credits: The CompanY Singers, posted Sep. 10, 2017)

At the 1987 Philippine Advertising Congress in Baguio City, all three Nestle SUNRISE commercials were recognized, winning Individual Golds at the Araw Awards. The Radio ad—which actually was a full song entitle, “Magandang Umaga”, won a Bronze Award.

MAGANDANG UMAGA SA IYO

Gising na, sa tulog na mahimbing

Lumiliwanag ang dilim,

Pati na ang paningin

Nababanaag mo,

Sa dakong silangan

Ang araw ay sumisilip,

Bumabati, dumudungaw

Magandang umaga sa iyo..

Magandang umaga sa iyo.

Magandang umaga sa iyo..at sa iyo at sa iyo..

Magandang umaga..magandang umaga..

...sa inyong lahat!

CREDITS

 ADVERTISER: Nestle Phiilppines

CLIENTS: Levi Castillo, Ed Trivino

AGENCY: Ace-Saatchi & SaatchiAdvertising, Inc.

CREATIVE DIRECTOR: Ramon Jimenez Jr.

ART DIRECTOR: Kits Yamsuan / COPYWRITER: Alex R. Castro
ACCOUNT MANAGEMENT: Sandra C. Puno
ACCOUNT EXECUTIVE: Richelle Mendoza

TVC PRODUCER: Paul Suarez

CASTER: Mario Sarmiento

PRODUCTION HOUSE: Image Films

DIRECTOR: Neil MacDonald

COMPOSER: Charo Unite, Ramon Jimenez Jr.,Alex R. Castro

RADIO JINGLE SINGER: Rene Martinez

JINGLE PRODUCTION HOUSE: Empire Studio

SOURCES:
Sunrise Coffee TVC ith Angelique Lazo; https://www.youtube.com/watch?v=wq2iuGIomWM
published by The CompanY Singers, published on Sep. 10, 2017.

138. THE MAKING OF CLOSE-UP TOOTHPASTE “Close To You” MTV AD, 1987-1988

The Philippines caught the Music Television (MTV) fever in the 1980s, which used music videos presented by by video jockeys or VJs. The creatively-produced videos used early computer techniques, quick, out-of-synch editing, spliced with mood footages and unrelated visuals—a fresh look that appealed to the young generation of that time.

"You'll never look at music the same way again"—the 24 hour MTV channel proclaimed—and it delivered that promise, building a world-wide fanbase while exerting significant influence on its audience.

Ad agencies took note of this—and Lintas: Manila—sold the bold idea of using MTV style ads for Philippine Refining Co.’s CLOSE-UP TOOTHPASTE, which is positioned as the toothpaste for  young Filipinos. Maria Lourdes “Diame” Alba, the woman behind this concept, relvealed that the use of an MTV-style commercial to relaunch the gel toothpaste that has been in the market since the early 70s, was an experiment in breaking out from the mold of youth advertising.

Since it was difficult to present the MTV imageries using a traditional storyboard, the Lintas creative opted to make a rough video using past CLOSE-UP footages edited with computer effects, using Gwen Guthrie’s reworked “Close to You” song.The ideas was met with the PRC marketing team’s approval, then headed by Peter Dart and Angie Lacson.

Lintas: Manila then assembled a creative production team headed by Director Jun Reyes to produced the longest commercial in history: 2 minutes and 17 secs.—a fanciful, a little irreverent, a bit amusing and a romantic music piece—that was promoted a a TV event. When the CLOSE-UP “Close to You” ad unfolded on Philippine TV in early 1987, the MTV was met with amazement  and acclaim, with many thinking it was a slick, foreign material.  Teeenrs went agog over the commercial, and college-age students lapped it up, and the ad became a marketing case study in schools.

WATCH THE CLOSE-UP “Close to You” MTV Ad here:
Published by ALGLecaroz, 18 Sep. 2011

 Since then, Lintas:Manila have produced 3 more MTV style commercial versions—“Closer to your Love”, by Al Jarreau and “When I Fall in Love” (1988)  by Natalie Cole. 

WATCH CLOSE-UP "When I Fall in Love" TVC  1988 Here:

A local recording company packed a CD selection of love songs entitled CLOSE-UP Love Songs”,  inspired by the campaign. The CLOSE-UP ad also won a slew of Gold trophies at the 1987 Philippine Advertising Congress,winning for Best TV, Personal Products; Best in P.O.P. and Collaterals; Best in  Production Design; Best Multi-Media Campaign.

CREDITS:

ADVERTISER: Philippine Refining Co. (PRC)

PRODUCT: Close-Up Toothpaste

AGENCY: Lintas: Manila

CREATIVE DIRECTOR: Diame Alba

ART DIRECTOR:  Jo Chua/ Nap Jamir

PRODUCER: Bong Malsi

PRODUCTION HOUSE: Unitel

DIRECTOR: Jun Reyes

DOP: Boy Yñiguez

PRODUCTION SUPERVISOR: Art Dumaup

ANIMATOR: Pete Jimenez

SOURCE:

De la Torre, Visitacion: Advertising in the Philippines, Tower Book House, 1989.

youtube: "When I Fall in Lovewith Closeup", https://www.youtube.com/watch?v=r8POi1N5P8w, Uploaded by Closeup Philippines, 2011 Nov. 20
youtube, #1 Closeup,  https://www.youtube.com/watch?v=r8POi1N5P8w&t=30s, Uploaded by ALGLecaroz, 2011 Sep. 18

96. PUREFOODS HOTDOGS “Codiñera, Patrimonio, Lastimosa” TVC SERIES, 1988

PHOTO FROM CNN SPORTSDESK. Pinterest: PBA, The Basketball Life

The trio of Purefoods commercials that made waves at the 1989 Philippine Advertising Congress creative competition  in Baguio City, featured the prized cage stars of the  PUREFOODS TJ Hotdogs basketball team: Jerry Codiñera, Alvin Patrimonio and Jojo Lastimosa.

The year before, the Purefoods Hotdogs season began in and was the first season of the franchise in the Philippine Basketball Association (PBA). They would win their first PBA title in 1990, with a lineup that included the 3 ace cagers.

 

ACTUAL TVC STORYBOARDS, autographed by the Purefoods cage stars.

PUREFOODS sought to capitalize on the immense popularity  of their basketball stars by directing its agency, Ace-Saatchi & Saatchi, to feature them in their corporate advertising, with the hotdogs as flagship brand. The big project was assigned to the newly-created Marketing Services Department of Ace-Saatchi & Saatchi, which prepared the storyboards for the Client.

 

Photos taken from the shooting of Purefoods "Codinera" TVC, Oct. 1988.

Jerry Codiñera, then a 22 year old center from University of the East, along with Alvin Patrimonio, was was a dominant presence in  the All-Filipino hardcourts, christened “Defense Minister”, for his prowess in the defensive end.

 For Codiñera, a dramatic storyboard that involved him playing basketball with a handicapped, crippled child was shot in a day in San Juan, in front of the Sto. Cristo Church.  It was effectively directed by young Vittorio “Vitt” Romero.

WATCH PUREFOODS "Codinera" TVC 60s HERE:

**********

 

Actual photos taken from the Purefoods "Patrimonio" TVC shoot.

Mapua stalwart Alvin Patrimonio, also 22, entered the PBA in 1988 and played his entire career with the Purefoods franchise which won five championships. He would go on to win 4 PBA Most Valuable Player awards.

**********

Patrimonio’s commercial showed him propping up the spirit of of a grade school basketball player after losing a game. The filming involved replicating a school fair with hundreds of kids and parents in attendance. It was a challenging shoot, compounded by the replacement of the original lead child actor on the set, but which was superbly directed by award-winning Maryo de los Reyes.

WATCH THE PUREFOODS"Patrimonio" TVC HERE:

**********

Jojo Lastimosa, then 24 years old, was a guard forward from University of San Jose Recoletos. “Jolas” came into the league as a member of the very first PUREFOODS TJ Hotdogs team and would be named PBA Rookie of the Year in 1988.

Lastimosa’s commercial was the first to be shot, which showed him helping a child practicing his shooting skills awkwardly amidst the taunts of  neighborhood bullies. The scene was filmed at the basketball court of Philam Homes in Quezon City, under the direction of film director Ismael Bernal. The ad is best remembered for exposing his sexy legs which he was known for at that time. (Unfortunately, a print of this ad has yet to surface).

 

Photos taken from the actual Sept. 22, 1988 shoot, at PhilAm Homes.

Each ad was scored with the same original jingle,”Slowly, But Surely”, but arranged differently to suit the varying moods of the one-minute commercial. The well-crafted ads were enthusiastically received and further bolstered the popularity of PUREFOODS hoop heroes. 

When the Araw Award season came, the 3 commercial won for Ace-Saatchi & Saatchi two Golds in the two categories they were entered in: TV Campaign (for the Codiñera, Lastimosa, Patrimonio TVCs) and Single Medium TV (for the Codiñera version)—a triumph that would put the agency in the lead as that year’s most creative.

 

PHOTO CREDITS: CNN SCREEN GRAB

CREDITS:

ADVERTISER: Purefoods Hotdogs   

AD AGENCY: Ace-Saatchi & Saatchi Advertising

ECD: Jaime F. Santiago / CREATIVE DIRECTOR: Alex R. Castro

COPYWRITERS: Finina Gatchalian-de Jesus, Abe Medenilla Jr., Cary Rueda, Vianne Perdigon

ART DIRECTOR: Ernie Sta. Ana

PRODUCERS: Paul Suarez, Jess Garcia, Carrie Villamor / CASTER: Flor Salanga

ACCOUNTS: Mila Marquez, Natasha Balce, Jeanna Vidamo

PRODUCTION HOUSE: FILMEX / DIRECTORS: Vitt Romero, Maryo de los Reyes, Ishmael Bernal

PRODUCTION DESIGNER: Butch Garcia / JINGLE MAKER: Lorie Ilustre
SINGER: Rene T. Martinez

SOURCES:
PF Jerry Codinera TVC, uploaded by Albert Marc Justine Carreon:  Jerry Codinera Purefoods TVC
PF Alvin Patrimonio TVC, uploaded by likmainutz 4477, idol by gvg