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

457. BENCH FIX HAIRSTYLING STICK, "Do-It-Yourself Styling Demo", 2002

A CONCEPT BOARD TO EXPLAIN THE BENCH/FIX ACTIVATION IDEA,

The BENCH FIX Styling Salons were opened in 2002 by the lifestyle company BENCH, and their initial success spawned hair grooming products, the first of which was the BENCH FIX HAIRSTYLING STICK. 

The creative team of Jimenez D'Arcy, the agency assigned to BENCH promotions, conceived of an idea to launch the product and introduce styling possibilities. The team, led by Creative Director Don  Sevilla III, came up with a do-it-yourself demo using a whiteboard marker attached to the product case. A whiteboard poster was placed in Bench FIX Salons.

393. RICHARD GOMEZ AND HIS 1ST ADS FOR BENCH

BENCH "SCULLER" PRINT, featuring Richard Gomez, 1990

The biggest male matinee idol of the 1990s and who became the face of the country’s most popular fashion brand was born on 7 Apr.1966, the only child of car racer Eddie Kelly Gomez and 60s sexy star, Stella  Suarez.

 RICHARD GOMEZ (full name: Richard Frank Icasiano Gomez) was working at a McDonald’s fastfood when he was spotted by talent manager Douglas Quijano and groomed him for showbiz at age 17. At 18, he appeared in his first movie, “Hindi Mo Ako Kayang Tapakan”. He made a few more, and his screen presence was soon being noted not just by fans, but also by advertising and marketing people. 

BENCH, PrinAd, with a very young Richard Gomez, 1990

It was not until his manager introduced him to the executives of BENCH, then a growing lifestyle brand, that Richard Gomez’s popularity would zoom, thanks to his well-followed appearances as a top commercial model. After snagging a contract with BENCH, he started appearing in their prints ads, store merchandising, displays, giant billboards, and out-of-home advertising materials. He became a staple feature in the talk-of-the-town underwear fashions shows of BENCH.

WATCH BENCH "SCULLER" TVC HERE:

(Credit: Trevor Hone Youtube)

In 1990, he starred in BENCH’s most well-known commercial, a stylish TVC entitled “Sculler”, in which Gomez, a multi-discipline athlete, is shown sculling in a boat all throughought the commercial, which was directed by the late Trevor Hone. Hone, an Australian who had come to the Philippines in 1988 to  take part in the shooting of Philippine Airline’s “Shining Through” commercials would stay on to become a well-respected and admired commercial film director in the Philippines. 

BENCH 'SADDLE'.  1990,  Credit: Bench, via Preview.ph

The same formula was used in the “Saddle” BENCH TVC, also directed by Hone, this time showing the swashbuckling actor with a buzz cut, on a horse.  Gomez thrilled the audience of the 1991 Philippine Advertising Congress when he made his appearance in the awards night in Bacolod. His “Sculler” BENCH TVC won Best in Cinematography. 

WATCH BENCH "SADDLE" TVC HERE

(Credit: Trevor Hone youtube)

A 3rd BENCH commercial shows Gomez paired off with model Joanne Zapanta, in an ad entitled “L’Amoreaux’. 

WATCH BENCH "L'AMOREUX" TVC 60S HERE:

(Credit: Trevor Hone youtube)

His star shone brightest in the 1990s where his mettle as a screen actor was tested: “He appeared in “Dyesebel” , “Shake, Rattle & Roll II “ (1990), and in his big hit, “Hihintayin Kita sa Langit” (1991) , opposite his love interest, Dawn Zulueta. He went on to do more: “Lumayo Ka Nga sa Akin “, “Ikaw ang Lahat sa “, “Iisa Pa Lamang –“ (1991), “Saan Ka Man Naroroon”(1993), “Wating”, “Bakit Pa Kita Minahal”, “Maalaala Mo Kaya: The Movie”, Kapantay ay Langit”, (1994), “Dahas” (1995), “Eskapo” (1996), “Hanggang Kailan Kita Mamahalin” (1997), and “Ang Babae sa Bintana”. 

On TV, he became a star in the long running “Palibhasa, Lalake”, that ran from 1987-1998, “Lagot Ka, Isusumbong Kita” (2003–07) .“Captain Barbell” (2006-07), “Marimar” (2007–08) and hosted “Family Feud”, and “The Biggest Game Show in the World”. 

RICHARD GOMEZ, at the peak of his career, and as congressman, now.

In 1998, he married Lucy Torres, whom he had met while filming a LUX Soap TV commercial. Both had their own sitcom, “Richard Loves Lucy” (1998-2001). They have a daughter, Juliana.

An avid athlete, Gomez took up volleyball and fencing, and became a gold medalist in the latter sport at the 2005 Southeast Asian Games.  He ventured in to politics, but had a shaky start (he lost in the 2007 senatorial election, and disqualified for the governorship of Bulacan and mayoralty of Ormoc, due to lack of residency. . In 2016, Gomez ran again and won, and was re-elected in May 2019. Since June 2022, Gomez has been a member of the Philippine House of Representatives, representing Leyte’s 4th district. 

SOURCES:

Richard Gomez, https://en.wikipedia.org/wiki/Richard_Gomez

Youtube videos:

TREVOR HONE youtube account: 

Bench “Sculler” : https://www.youtube.com/watch?v=O2KbwgrwbQE

Bench "Saddle" 30s: https://www.youtube.com/watch?v=lr0NPI09w_4

Bench "L;aMoreux" TV 60s: https://www.youtube.com/watch?v=sM1H70Yrw84

Preview.ph for the Bench "Saddle" print ad. 

327. BENCH/ International Stores Print Ad, 1996

THE GLOBAL FACES OF BENCH, Print Ad, 1996

By 1996, the country’s premier clothing store, BENCH/ was at enjoying the fruits of its success. It had been established in 1987 by founder Ben Chan, as a t-shirt store with an outlet in SM Department Store. So successful were the t-shirts that it paved the way for Chan to include full clothing lines for men and women, fragrances, fashion accessories, footwear, food, houseware, and other lifestyle products.

In less than a decade, BENCH/ expanded overseas, and by 1996, had branches in Singapore, Riyadh, Al Khobar  (Saudi Arabia) and Yokohama (Japan).

BENCH/ owes part of its success to its  advertising which set new standards of excellence in advertising; its first TV ad in 1991  featured up –and-coming matinee idol Richard Gomez.

In the mid 1990s, BENCH/ engaged the services of a small, but hotshot ad agency, Jimenez DMB&B (formerly Jimenez & Partners, jointly founded by couple Abby Lee Jimenez and Ramon Jimenez Jr., the future Tourism Secretary). The agency continued BENCH/’s winning streak at various editions of the Philippine Advertising Congress, garnering honors in the Araw Creative Awards competitions.

In 1996, the ad agency created for BENCH/its  international stores campaign to flaunt their  latest credential. The components included a billboard (set up in Magallanes), a TVC and a print ad, shown on this page. The ad featured  “citizens” of the countries in which BENCH/ had opened a store, dressed in their native attires but with  various  BENCH/ products (hankies, towels, fashion accessories) incorporated in their look. 

Representing the Philippines was young actor-model Jomari Yllana,  one of the original “Gwapings”, a member of the teenybopper group  that rose to fame in the 1990s ( Mark Anthony Fernandez, Eric Fructuoso, and Jao Mapa completed the group). After his showbiz days, he came a race car driver, councilor, and a businessman. He is formerly married to actress Aiko Melendez, but they remain good friends. 

Another one of the talents in the BENCH/ branch ad who forayed into showbiz was 17 year old Carlo Agassi, who represented the Al Khobar branch. Of Middle-Eastern descent, Carlo (Amir Carlos Damaso Vahidi Agassi, in real life),  became a member of ABS-CBN's stable of  talents called Star Magic. The actor, model, rap artist finished a psychology degree from La Salle, and also ventured into the restaurant business. Agassi continues to appear on TV today.

 After 1996, BENCH/ continued to solidify its image as a world brand by opening other outlets and stores overseas—in the United States (Daly City, California), China (Shanghai, Guangzhou, Xian), Kuwait,  Bahrain and Myanmar.

 CREDITS: 

AGENCY: JIMENEZ DMB&B : WRITER: Abby Lee Jimenez/ ART DIRECTOR: Don Sevilla III / ACCOUNTS: Mio Lejano Chongson / PRODUCER: Paul Suarez

CLIENT: Ben Chan, Suyen Corp.

SOURCES:

Photos; Jomari Yllana (mubi.com), Carlo Agass (imdb.com)

Information: wikimedia.com for Bench/, Jomary Ylana and Carlo Agassi

Many thanks to Don Sevilla III for additional information.

254. SOUTHEAST ASIAN (SEA) GAMES MEDALISTS AS PRODUCT ENDORSERS

To mark our country’s hosting of the 30^th Southeast Asian Games, let us pay homage to our winning local athletes who are celebrated in these advertising print ads from the past.

********

LYDIA DE VEGA, for Alaska, 1989

LYDIA DE VEGA, Athletics

SEA Games Achievements:

GOLD: 200 m. dash, 1981 SEA Games (Philippines)

GOLD: 400 m., 1981 SEA Games, (Philippines)

GOLD: 200 m. dash, 1983 SEA Games, (Singapore)

GOLD: 100 meter dash, 1987 SEA Games (Indonesia)

GOLD: 200 meter dash, 1987 SEA Games (Indonesia)

GOLD: Long Jump, 1987 SEA Games (Indonesia)

GOLD: 100 meter dash, 1991 SEA Games (Philippines)

GOLD: 100 meter dash, 1993 SEA Games (Singapore)

GOLD:  200 meter dash, 1993 SEA Games (Singapore)

PRODUCTS ENDORSED: ALASKA Milk, MILO Energy Drink

BEA LUCERO, for MILO, 1986

BEA LUCERO, Artistic Gymnastics

SEA Games Achievements:

GOLD: All-Around, 1987 SEA Games (Indonesia)

GOLD:  Uneven Bars, 1987 SEA Games (Indonesia)

GOLD: Taekwondo, Bantamweight, 1991 SEA Games (Philippines)

PRODUCT ENDORSED: MILO Energy Drink, Ivory Soap

AIKO THOMSON, for MILO,1990

AKIKO THOMSON, Swimming

SEA Games Achievements:

GOLD: 100m. backstroke, 1987 SEA Games (Indonesia)

GOLD: 100 m. backstroke, 1991 SEA Games

GOLD: 200 m. backstroke, 1991 SEA Games

SILVER: 200 m. backstroke, 1987 SEA Games (Indonesia)

SILVER: 200 m. backstroke, 1991 SEA Games

SILVER: 50 m. freestyle, 1991 SEA Games

SILVER: 100 m. freestyle: 1991 SEA Games

PRODUCT ENDORSED: MILO Energy Drink

MONSOUR DE ROSARIO, for Rexona. 1987

MONSOUR DEL ROSARIO JR., Tae Kwon Do

SEA Games Achievements:

GOLD, Taekwondo, Lightweight: 1987 SEA Games (Jakarta)

GOLD, Taekwondo, Lightweight: 1989 SEA Games (Malaysia)

PRODUCT ENDORSED: Rexona Anti-Perspirant

RICHARD GOMEZ, for BENCH, 1993. Photo: Bench

RICHARD GOMEZ, Fencing

SEA Games Achievements:

GOLD, Men’s Epee Team, 2005 SEA Games (Philippines)

PRODUCTS ENDORSED: Bench, Coca-Cola, Diet Sarsi (with Dawn Zyleta) Lux (with Lucy Torres), BIC ballpens (with Gretchen Barreto), Fortune Tobacco.

SAN MIGUEL BEER, 2009, Screen Grab: San Miguel TV, uploaded by San Miguel Pale Pilsen, 2009 

EFREN “BATA” REYES, Pool

SEA Games Achievements:

BRONZE:  1 Cushion Carom, Singles: 2011 SEA Games (Jakarta), 2013 SEA Games (Myanmar), 2015 SEA Games (Singapore)

BRONZE: 3 Cushion Carom: 2011 SEA Games (Jakarta).

PRODUCTS ENDORSED: San Miguel Beer

SOURCES:
BENCH
San Miguel Ple Pilsen youtube
oldschoolads.blogspot, for Richard Gutierrez Coke ad, posted Jul. 5, 2009

248. Ad Memoriam: EDDIE GARCIA (1929-2019) as a Celebrity Endorser

EDDIE GARCIA, at age 49,"the greatest Filipino actor of all time", 1978

The veteran actor (and former Philippine Scout) Eduardo “Eddie” Verchez Garcia ( b. 2 May 1929/d. 20 Jun 2019), had a long illustrious 7-decade career in showbiz, and was on the side, a director, producer and TV personality.

The character actor was initially known for his villainous portrayals, but through the years, these  have come to include gay, father, grandfather, superhero, kitschy and other offbeat roles.  Garcia’s last appearances before his untimely death in a filming accident were in “Hintayan ng Langit” and  “Rainbow’s Sunset” (2018).

WATCH ANDY PLAYER SPECIAL AD

with EDDIE GARCIA, ca. 1985

(youtube upload: aianchan)

Later in his career, Garcia found fame starring in TV programs including Little Nanay (2015–2016) and Ang Probinsyano (2016–2019). He is the only one to be inducted in three categories in the FAMAS Hall of Fame: for Best Actor, Best Supporting Actor, and Best Director, and the only Filipino to win the Asian Film Award for Best Actor.

WATCH BEER NA BEER TVC

with EDDIE GARCIA, ca. 1990s.

(youtube upload: Commercial Muna!)

It was only at this stage in his life that advertisers took note of his appeal and pulling power. Garcia did a few commercials, like the ones you see on this spread.  You can see why Eddie Garcia was widely revered as the "greatest Filipino actor of all time".

WATCH BENCH TVC #lovelocalsuperstitions 

with EDDIE GARCIA HERE:

(youtube upload: Benchingko/Films)

 SOURCES:

1985 Andy Player Whisky TVC feat. Eddie Garcia (Reuploaded; now WITH AUDIO), uploaded by alanchan80/

https://www.youtube.com/watch?v=WEEgIWqP1Nk

Beer Na Beer Philippine TVC "Sagot Namin", uploaded by Commercial Muna, May 12, 2017: https://www.youtube.com/watch?v=v_jqUc3ytfM

Benchingko/Films Presents: Fantastic Forks ft. Eddie Garcia, uploaded by BENCH/Jan. 24, 2017: https://www.youtube.com/watch?v=v_jqUc3ytfM