In 1994, BASIC
Advertising set a record with 9 finalists in all media categories at the Creative Guild Ad of the Year Awards held on 6 April 1995 at Louie’s Cinema,
Makati. For the Radio Ad of the Year alone, Basic had 3 entries reaching the
finals: two Kleenex ads, and 1 Miral 3g Insecticide.
******
Bingbong Infante on KLEENEX “Achoo” & Break Radio
“The two spots are based on the copywriter’s personal
experience that no hanky alive can withstandone day’s onslaught of allergic rhinitis. At least the sickness got the
ads a finalist slot. The sneezes are authentic. Very professional talent.”
(NOTE: The Creative Guild's 1994 Radio Ad of the Year went to Jimenez Advertising's "Parrot" Radio Commercial, for Cinderella clothing store, written by Lilit Trinidad)
Chanteuse EVA EUGENIO (b. 22 Jan. 1946), was a successful
pop singer dubbed as one of the country’s "Jukebox Queens", so called
because of their hit songs that were popularized via jukeboxes, that were music
entertainment staples for the masses. The pay-for-play jukeboxes were once available
in places of leisure and convergence like in billiard and pool halls, beer gardens,
restaurants, cabarets and downtown establishments.
Jukebox Queen EVA EUGENIO ALBUM COVER
Eugenio shared the title with Claire dela
Fuente and Imelda Papin, singing melodramatic songs that spoke of anguished
love, troubled relationships, and broken feelings---themes that resonated with
the common tao. They were all sung in similar styles, with a lot of angst,
sensuality, verging on tearful sentimentality.
The titles of her hit songs, recorded under Polyeast
Records, conveyed it all: “Tukso”, a
massive hit in 1979, “Pag-ibig na Walang Dangal”, “Kaligayahang Pansamantala”,
“Gulong ng Palad)”(1980), “Kasalanan Ba?”, “Umaga Na, Wala Ka Pa” (1981)
and “Uhaw” (1982).
At her peak, she made the rounds of top TV shows, top clubs and hotels, out-of-town
engagements nationwide, and was a much-sought after performer in the Asian
entertainment circuit. She even ventured into movies and even made one based in
her song: “Hoy,Tukso! Layuna Mo Ako”, ” with Joseph Estrada.
Eugenio’s popularity among the masses was not lost among advertisers. Legendary adman MinyongOrdoñez of Basic Advertising, chose her to resurrect a dying pomade brand THREE FLOWERS BRILLIANTINE, that has been around in the Philippines since the 1950s. He created the theme “Lalaking Disente” (man of decency), which very much described the image of a Filipino gentleman—handsome, well-groomed, polished, a true cavalier—qualities that are fast disappearing in these modern times.
WATCH 3 FLOWERS "LALAKING DISENTE" TVC HERE:
The quick fix for that of course, is the tried and tested
THREE FLOWERS BRILLIANTINE. It was Eugenio who sang a paean to this man
who has captured her heart at first sight--“hindi ko mailihim ang damdaming
sa aking dibdib, na nagsasabing ika’y mahalin…Lalaking Disente. Eugenio sang
it so intensely, moving men to rediscover the old brand and revert back to
being the gentlemen that they were.
TOSHIBA WITH EVE EUGENIO, 1983
THREE FLOWERS BRILLIANTINE was Eugenio’s most
renown endorsement project, but it wasn’t the last. Four years after, she
bagged another lucrative deal with TOSHIBA, a leading Japanese electronic
company that specialized in audio and video appliances like Bombeat, Beta and
VCRs. She did a local print campaign and had the chance to go to Japan and
promote the TOSHIBA brand in malls and trade shows.
EVA IN A TOSHIBA EVENT IN JAPAN
Today, EVA EUGENIO continues to accept bookings for
shows, and ocassionally appear as guests on TV noontime shows, and in game
shows, the most recent of which was in “I Can See Your Voice PH”, a mystery
music contest franchise.
JOLLIBEE "LOLA" TVC, PILAK Awardee 2002, by BASIC ADVERTISING
In 2002, when the Association of Accredited Advertising
Agencies of the Philippines (4 A’s) convened to vote the 25 Best TV ads over
the past 50 years, one of two Jollibee ads to make it to the list of
“patalastas na walang kupas” was the heartwarming “Lola” TVC . The plot
involved two grandkids, conniving to treat their “Lola”—who they realized was
“lagi na lang ikaw ang taya”-- to a Jollibee lunch paid for by their savings.
Touched by the act of her grateful ‘apos’, Lola sheds a
few tears, leading the elder grandchild to ask “Lola, napuwing ka?”. The
charming ad won its way to the hearts of viewers—and the creative jury—to a
well-deserved win at the PILAK Awards Night held on 31 August 2002.
WATCH THE PILAK AWARD-WINNING JOLLIBEE "LOLA" TVC HERE:
The Jollibee“Lola” ad was significant due to the rare
appearance of NATY CRAME-ROGERS (b.1922/d. 2021) who portrayed the role of the
doting grandmother.
In 1994, BASIC
Advertising set a record with 9 finalists in all media categories at the Creative Guild Ad of the Year Awards held on 6 April 1995 at Louie’s Cinema,
Makati. For the Radio Ad of the Year alone, Basic had 3 entries reaching the
finals: two Kleenex ads, and 1 Miral 3g Insecticide.
