432. Pilipino Advertising Klasiks (PILAK): CAMAY SOAP, “Ang Barko, Pres. Roosevelt” TVC, 1967

In 2002, the Association of Accredited Advertising Agencies of the Philippines (4 A’s) chose 25 Best Ads out of 100 nominees. The nominees were culled from hundreds of commercials spanning 5 decades, and these went  through the gruelling scrutiny of 3 generations of creative minds and advertising practitioners, sieved through their stringent standards and critical sensibilities. The 100 nominees were later pruned to 40. 

CAMAY "Pres. Roosevelt", one of 25 PILAK Awardees

The final 25 merited the distinction of being called “PILAK: Pilipino Advertising Klasiks”. One of the 25 is the CAMAY SOAP commercial of Procter & Gamble PMC, produced by Ace Compton Advertising Inc. It created quite a stir in 1967 as the first commercial to be shot on board the  SS President Roosevelt American President Luxury Liner. The commercial was also unusually long (over a minute!), with a cast of mostly foreign talents—except the lead, Camay Girl TINA ARTILLAGA, one of the country’s top-ranked fashion models.

 WATCH THE 1967 CAMAY "Pres. Roosevelt Lines" TVC Here:

“Ang barko….President Roosevelt. Ang dilag…kahali-halina..”

Thus began the commercial where the creamy-complexioned Tina walks past male passengers on the ship, entrancing them with her “malinis, mala-kremang kutis”—repeated several times for emphasis! “Ang lahat ay napapalingon…” (everyone wants to take a look..) became a memorable line from the TVC , and was retained in future CAMAY commercials.

THE COUNTERPART PRINT AD OF CAMAY "Pres. Roosevelt" Campaign

Inexplicably, the print ad counterpart featured another model, but published in the same year. It had the feel as the commercial and even bears the logo of the American President Lines to lend further credence to the ad. 

TOP MODEL TINA ARTILLAGA AT HER PEAK

Camay Girl TINA ARTILLAGA modelled for Pitoy Moreno in his fashions shows abroad. In 1968, she travelled to Europe and walked the runways in Moreno’s creations, along with Maita Gomez, Cherrie Pie Villonco, Pearrie Arcache, Jean Margaret Lim, and Joji Felix Velarde. That same year, she joined Bb. Pilipinas and placed 4^th to winner Charina Zaragoza. She did a couple of movies in the mid 1970s like “Alas 5:00 ng Hapon, Gising Na Ang ga Angel”, “Hoy Mister, Ako ang Mrs. Mo”, “Sekretaryang Walang Silya” (1976) ,and  “Ako si Emma, Babae”, (1977)

 CREDITS:

AGENCY: ACE COMPTON ADVERTISING, INC

CREATIVE DIRECTOR: CONNIE REID / COPYWRITER: KEITH GAMBOA

DIRECTOR: TONY SMITH / PRODUCTION HOUSE: A.D. SMITH PRODUCTIONS

Many thanks to 4A's for the use of their youtube channel where many of these TV features were sourced.

383. CAMAY: Cheek-to-Cheek Softness Campaign, 1964

NEW CAMAY, for cheek-to-cheek softness! 1964

In 1964, CAMAY was relaunched to address the needs of a particular market segment—young, married women. A new, reformulated CAMAY was offered to them, promising only the softest, loveliest complexion—with an exclusive cold cream to soften skin.

To dimensionalize the softness promise, a child was included with the mother models—drawing parallels between their complexion. The first ads show skin-to-skin contact via a kiss---describing a supple and lovely complexion as “soft as a child’s kiss”. 

New CAMAY, soft as a child's kiss. 1964

Succeeding ads show a mother  and child snuggling together cheek-to-cheek, visualizing the “cheek-to-cheek softness” of the Mother’s skin washed with CAMAY.

The intimate portraits were a sharp departure from the CAMAY regular ads that showed young, beautiful ladies, and made their full-page appearances in weekly magazines. 

For the softest. loveliest complexion--new CAMAY, 1964

The new CAMAY campaign effectively demonstrated the functional benefits of the beauty soap, making it more relevant to a more mature market who are concerned with staying beautiful even with aging skin. The new CAMAY campaign lasted for over a year, until another total relaunch was mounted in 1967, which signalled the much awaited return of the young , modern CAMAY Girl.

310. The “BLINDFOLD TEST” Campaign of CAMAY Soap, early 1980s

 

CAMAY BLINDFOLD, "Gigi", Print Ad. ca. 1981

Beginning in 1980, CAMAY, Procter & Gamble’s leading  beauty soap launched a more hard-sell campaign to ward off its perennial arch-rival, PRC’s LUX. LUX had all the glamorous stars at its disposal as it was globally positioned as “the soap of movie stars”.  CAMAY felt that perhaps, the soap would appeal to  women on a more rational level, so sometime in the 1980s, it launched a “blindfold ” tactical campaign to test its new mildness.

The “blindfold challenge” was a format used before by CAMAY in the U.K. when it launched its new scent—Camay Wildflower. A blindfolded woman was asked to figure out the scent by smelling  a perfume bottle int which a soap has been inserted. Once she identified the “perfume scent”, her blindfold is removed and her cheeks are lathered with CAMAY soap.

The format was borrowed and was used to challenge a relatively unknown Filipina to test the gentleness of her beauty soap against CAMAY. She lathers one side of her cheek with her current soap, the other cheek with CAMAY. At the end, she is asked to choose which side felt smoother  and more “banayad” on the skin. Invariably, the CAMAY side always won.

A parade of newfound girls were recruited to do the “blindfold test” commercials, to draw in more mass appeal. They were not as well-known as previous talents, but still were referred to as CAMAY girls. Some of the models included the fashion model Gina Leviste, a band singer named Esperanza Tatlonghari (aka Zsa-Zsa Padilla), Angeli Pangilinan, member of the band Music and Magic (future talent management agency owner and wife of Gary Valenciano). A  few memorable lines came out if these popular ads-- as a result of the models’ discovery of Camay’s superiority over their current soap brands.  Upon removing her blindfold, for examples, a surprised Angeli squealed—“Hah? CAMAY? Akin na lang twooooohhhh!”

CREDITS: AGENCY: Ace Compton Advertising / CREATIVE DIRECTOR: Gryk Ortaleza / COPYWRITERS: Menchu Arrogante, Mimit Zialcita / CASTER: Baby Dumaup, Myra Mendoza / PRODUCER: Dante Datu / ADVERTISER: Procter & Gamble Philippines

228. Mother And Daughter Models: ROSA ROSAL & TONI ROSE GAYDA

LIKE MOTHER, LIKE DAUGHTER, Rosa Rosal with only daughter, Toni Rose Gayda.

Rosa Rosal (born as Florence Lansang Danon on 16 Oct. 1931) was one of the prized stars of LVN Pictures. She often assumed the roles of femme fatales, sexy vixens, wayward girls (but with a heart of gold) and a daring, seductive siren.

She was only 15 when she appeared in her first movie, “Fort Santiago (1946) by the Nolasco Brothers Studio. Her performance impressed the LVN bosses who got her  and transformed her into a fine actress in such classics as Biyaya ng Lupa (1959) and Anak Dalita (1956). She won the FAMAS Best Actress for Sonny Boy in 1955.

 

ROSA ROSAL, Early CAMAY GIRL. Print Ad, 1953.

Offscreen, Rosa Rosal led a quiet , purposeful life. She joined the Philippine National Red Cross in 1950 and has actively promoted blood donation though the years. She also engaged in charitable and humanitarian work on TV (Damayan, Kapwa Ko, Mahal Ko) that won for her the ramon Magsaysay Award in 1999.

As such, she became a role model and early in her career, she was chosen to be one of the 1950s CAMAY Girls, that included such legendary screen beauties like Norma Blancaflor, Gloria Romero, Nida Blanca, Nenita Cardenas, and Charito Solis.

 

ROSA ROSAL, for GENTLE Fine Fabric Deteregent, 1976.

In the 70s decade,  Rosal became active on television, and did dramas and sitcms like “Yan Ang Misis Ko”, opposite Ronald Remy.  She also did one movie in 1976,”Sakada”, directed by Behn Cervantes, that was banned by the Marcos government. Because of her familiarity to TV audiences, Rosal was persuaded to appear in a commercial for GENTLE Fine Fabric Detergent.

Rosal’s daughter with American pilot Walter Gayda whom she married in 1957, alo had a successful run as a showbiz personality. Toni Rose Gayda became a sought-after model, and was a CAMAY Girl, like her mom.  She did at least ne campaign for JOHNSON’S BABY LOTION, in 1979, with Ace Compton Advertising, Inc. 

TONI ROSE GAYDA, for Johnson's Baby Lotion, 1979.

Toni Rose Gayda, later found fame as a TV host of Eat Bulaga (1996-2014), following her stint in Student Canteen and Lunch Date. Gayda presently co- hosts of A Song Of Praise Music Festival on UNTV,  gospel music TV program.

196. Miss Universe 1952: Finland's ARMI KUUSELA, Celebrity Endorser

ARMI KUUSELA, as photographed for a Camay ad, "the soap of beautiful women"

As the Miss Universe 2018 contest heads for its climax this Dec. 17, we look back at the extraordinary life and times of the first Miss Universe crowned 66 years ago in 1952—Armi Helena Kuusela of Muhos, Finland.

Born to parents Arrne Kuusela and Martha Elisabeth Kyro on 20 Aug. 1934, Armi grew up in a household of 5 girls (a sister died young) and a boy. She attended local schools and was into gymnastics; she had planned on going to the University of Helsinki Gymnastics Institute.

But fate intervened when, at 17, she won the title of Miss Finland in May 1952---and the right to represent her country to the first ever Miss Universe Pageant in Long, Beach, California. 

From a field of 30 world beauties, the 5’5”, 108 pound teen had the distinction of being crowned as the first Miss Universe on 28 June 1952, turning her into an instant international celebrity. She was feted back home in Finland with a biographical movie entitled Maailman kaunein tyttö (“The World's Most Beautiful Girl”) where she played herself.

The tour package that came along with her prizes included a trip to the Philippines in February 1953, where she would meet young businessman Virgilio Hilario in Baguio. They would fall madly in love and after saying “yes” to Gil’s proposal, Armi decided not to continue with her reign to marry him in Tokyo, on 4 May 1953.

WATCH ARMI KUUSELA OF FINLAND'S

CROWNING MOMENT HERE:

After a short honeymoon in the U.S. , Hawaii and Europe, the Hilarios settled in Manila where Armi was besieged with showbiz offers, interviews, invitations to countless socials, and lucrative endorsement deals.

WATCH ARMI KUUSELA IN "NOW & FOREVER" HERE:

The first thing that the Hilarios accepted to do was a movie offer that resulted in the film based on their love story, ”Now and Forever”, produced by Deegar Cinema, directed by Rolando del Mar. The movie quickly introduced her to and adoring nation who took to Armi's beauty and charm, claiming her their own.

ARMI KUUSELA AS CAMAY GIRL, 1953

Armi was also signed up to endorse many prestigious products that included  CAMAY Beauty Soap, “the soap of beautiful women”. She was the only foreign beauty who appeared alongside early Camay girls like Gloria Romero, Rosita Noble, Charito Solis, Norma Blancaflor and Nida Blanca.

ARMI KUUSELA HILARIO IN A COKE AD, 1953,Credit: Jeune Brave

Aside from CAMAY, she did advertisements for COCA-COLA, and the launch of her ad was timed with the release of her movie in 1953 and the 16th anniversary of Coke in the Philippines.

ARMI & CHILD, IN A DARIGOLD MILK PRINT AD, 1958

The Finnish beauty also had a long-running campaign for DARIGOLD MILK. By this time, her children had started coming along,  so she was the perfect brand endorser for this wholesome milk brand. The Hilarios would have five children: Arne, Anna-Lisa, Jose/Jussi, Eva-Maria and Miguel/Mikko. The children were featured in the DARIGOLD ads. The last advertisement where Armi and her children were featured was for a SCOTT’S EMULSION Cold Liver Oil print ad, in the early 1970s.

ARMI KUUSELA-WILLIAMS today,
by Tomi Hinkkanen

Sadly husband Virgilio died of  heart attack on 7 Sep. 1975. Armi carried on, buoyed by the love of her children. In 1978, she met American diplomat Albert Williams, who was posted in Spain at that time.

The two fell in love, and Armi moved to Barcelona to start a new life with him. From Spain, Williams was assigned to exotic Turkey, until he retired with wife Armi in an exclusive enclave in La Jolla, California.

Armi settled into a simple, quiet life of a retired socialite, and kept busy with her charity works and philanthropies. In 2012, Armi Kuusela was awarded by a grateful nation with the Order of the White Rose of Finland, with the rank of Knight.

Armi Kuusela may have left th Philippines, but for many Filipinos who grew up in the 1950s, she would always be regarded as an adopted daughter of the country, worthy of also being called as a Philippine Miss Universe.

SOURCES:
NOW & FOREVER movie:https://www.youtube.com/watch?v=7vgWQC9Tqaw
Published 21 Jan. 2013, by Miguel Hilario.

ARMI KUUSELA'S CRWONING MOMENT: https://www.youtube.com/watch?v=5wKAyGqgV-I
Published 1 Mar. 2012, by Portal Miss

PHOTO OF ARMI KUUSELA TODAY: http://finntimes.com/?p=265, Credits to : Tomi Hinkkanen

108. Is That Who I Think She Is? BELLA FLORES, for CAMAY SOAP, 1955

CONTRAVIDA CAMAY GIRL, BELLA FLORES, Camay Soap print ad, mid-1950s.

“The Soap of Beautiful Women”—CAMAY—was introduced by Procter and Gamble PMC in 1950, a product that enjoyed such a high profile, that the first boxes  of the beauty soap were sent to Philippine President Elpidio Quirino.

Few years after, the brand rolled out its first advertising featuring—of course—the Philippines’ most beautiful women. Movie queens Carmen Rosales, Paraluman,  Gloria Romero, Alicia Vergel, Norma Blancaflor, Rosa Rosal and Miss Universe Armi Kuusela graced the early ads, followed by young ingénues in the mid 50s—Nida Blanca, Letty Alonso, Charito Solis.

Most of these CAMAY models were chosen not only for their beauty, but also for their wholesome charm, grace and spotless image. It was a surprise then to find, included in this elite list—an actress who earned a reputation as the premier “villainess”—kontrabida of Philippine showbiz—BELLA FLORES.

Born as Medina Papa Dancel in Sta. Cruz, Manila on 27 Feb. 1929, she was a Far Eastern University  college sophomore  when she was discovered for the movies. In 1950, she made her first film, Tatlong Balaraw, an action movie starring Jose Padilla Jr. and Anita Linda. 

 

MUY BELLA!

It was Dr. Jose Vera-Perez who christened her "Bella Flores"--beautiful flower. Snapped by Sampaguita Pictures to appear as the cruel stepmother of Tessie Agana in the mega box-office hit, “Roberta”, Bella’s popularity suddenly rose. Her iconic ‘kontrabida’ performance turned her into a hot star, and soon she was reprising her evil role in such films as Rebecca (1952), Munting Kerubin (1952), Gigolo (1956), Prinsesang Gusgusin (1957),  Anghel sa Lansangan (1959) and Alipin ng Palad (1959).  Bella was certainly hated by fans for her despicable treatment of Vilma Santos in Trudis Liit (1963) and in Kaibigan Kong Santo Nino (1967) for which she won a FAMAS Best Supporting statuette.

But of course, when Flores first appeared in the CAMAY print ad series, P&G executives would have no way of knowing that she would be typecast in villain roles---characters that movie audiences loved to hate. To them, she was as beautiful as her name—Bella!—and thus perfect for CAMAY.

WATCH BELLA FLORES "BENCH" FILM HERE:

Her effective portrayals clearly showed how good an actress she really was. In fact, Flores continued acting for most of her life, until she suffered a hip injury that caused her death on 19 May 2013. She even managed to complete a short film for Bench, about how it is to be a kontrabida , a role she relished all her life.

SOURCES:

BENCHINGKO/FILMS PRESENTS KONTABIDA 1010, published on 6 Aug. 2012. https://www.youtube.com/watch?v=AnhMPFIpfDM

https://en.wikipedia.org/wiki/Bella_Flores

87. THE CAROLS OF CHRISTMAS: Christmas Traditions in Philippine Ads

CHRISTMAS CAROL TRADITION, theme of a corporate ad from Shell, 1957

Christmas carols began in the west, and the earliest  one in modern form was written in 1410. The carol was about Mary and Jesus meeting people in Bethlehem. Most Carols from this time were loosely based on the Christmas story, sung by minstrels wherever they went.

CAMAY CHRISTMAS CAROLS----FREE! 16 favorite carols in a free booklet! 1964

The Americans introduced their English carols here and has since become a part of the Filipino Christmas tradition. As early as November, you would find children carolers out on the streets, singing Christmas carols from house to house spreading musical cheer, accompanied by improvised instruments like tansan tambourines and tin can drums.

Christmas carols available to Filipino carolers were mostly  in English---Silent, Night, Jingle Bells, O Holy Night, Joy to the World.  Local versions were made by translating these into English.

STANDARD CHRISTMAS CAROLS. From Standard-Vacuum Oil Co. 1957

The first known Christmas carol was originally composed in Cebuano by Vicente D. Rubi and Mariano Vestil in 1933. “Kasadya ning Táknaa”(How Blissful is this Season) was translated into Tagalog  by Josefino Cenizal in 1938 but the lyrics of Levi Celerio done in the 50s, remained to be the most popular. This carol is widely known today as "Ang Pasko Ay Sumapit".

PILIPINO TRANSLATIONS OF "Silent Night" and "Jingle Bells" in a
Satndard-Vacuum Oil ad. 1957

After being given their envelopes or coins, the carolers end their visit on a note of gratitude by singing: "Thank you, thank you, ang babait ninyo ...thank you...."

These ads celebrate our caroling tradition, from our holidays of the past that are now long gone, but never forgotten.

75. MS. GLORIA ROMERO: Her Days as a Top Commercial Model of the 1950s

GLORIA ROMERO, at the peak of her career, with a copy of her Camay Print Ad, 1955.

One of the busiest commercial models in the early to mid 1950s was the beautiful GLORIA ROMERO (born Gloria Galla. 16 Dec. 1933, in Denver, Colorado to Filipino Pedro Galla and American Mary Borrego). She was only four when she returned to the Philippines, settling in Mabini,Pangasinan—her father’s hometown. The war caught up with the family, so the Gallas decided to stay here.

GLORIA ROMERO, for CAMAY BEAUTY SOAP, 1955

She tried her luck in showbiz in 1950 playing bit roles for several production outfits, but it was Sampaguita Pictures that noticed her and who gave her the screen name ‘Gloria Romero’ (after Eddie Romero, who directed her in her early 1951 movie,”Kasintahan sa Pangarap”.

 

INSTANT SANKA COFFEE, Print Ad, 1957

Romero was cast in  Monghita (1952), her first lead role, but it was her appearance in Dalagang Ilocana (1954) that gave her a FAMAS Best Actress—and a place in the top list of Philippine film superstars.

 

SWANS DOWN CAKE FLOUR, Print Ad, 1957

The young ingénue was not only kept occupied filming pictures, but also had her hands full doing pictorial for a variety of products. She was the perfect endorser as she had a spotless image (she even won the role of the Virgin Mary in ‘Martir sa Golgotha”, a 1954 Lenten movie), her deportment and work ethics, of the highest standards. After all, Romero was trained by the Sampaguita bosses themselves—taking her on trips abroad, providing her wardrobe and giving her lessons in social etiquette.

 

CALUMET BAKING POWDER, Print Ad. 1953.

Her early endorsements include leading beauty and personal products as well as consumer goods. Most of her output were Print Ads, as Television was still at its infancy stage at that time.  Romero was especially known for being a Camay Girl and a Coca Cola presenter.

 

JOHNSON'S MEDICATED TALCUM POWDER, Print Ad, 1961

In the 70s, she was cast in “King and I” TVC commercial for Superwheel, a popular ad series based on parodies of historical characters. At the 1988 Creative Guild Ad of the Year Awards, she romped off with the Best Actress trophy for her “Manang Biday” Superwheel TV Commercial.

 

COCA COLA, Print Ad. 1956

Romero’s career spans over 60 years and she continues to be active in movies and TV today. She has appeared in sitcoms like Palibhasa Lalaki,  "Richard Loves Lucy" and in countless drama anthologies for GMA 7.Currently, Romero appears in “Juan Happy Love Story”.

 

COCA COLA,Print Ad. 1956.

For her achievements, she received the first 2009 Lifetime Achievement Award from MTRCB (Movies and Television Review and Classification Board) Award, Huwarang Bituin Award from the 57^th FAMAS Awards, and named as one of the 13 "Movie Icons of Our Time". 

54. The Original CAMAY GIRL: PAQUITA ROCES-REVILLA

THE ORIGINAL IS STILL THE BEST. The legendary beauty, Paquita Roces-Revilla. in a Camay Ad.

Camay, the soap of the world’s most beautiful women, was created by the American manufacturing giant, Procter & Gamble (P&G) in 1926.

The soap—with its iconic cameo logo—was available in the Philippines as early as the 1930s thru the 40s-- imported all the way from the U.S.

Camay’s first advertising in Philippine publications were unimaginative illustrated ads that touted its superlative qualities—mildness, lather and fragrance.

CAMAY AD, 1940

And oh yes, even the woman featured in the ad was illustrated!

Fifteen years after Procter and Gamble (PMC) was founded in the Philippines, it introduced to Filipinas in 1950, its first cosmetic soap for the local market—Camay. 

This mild and gentle soap was not just made for women—but more specifically-- for beautiful women.

By the 50s, the face of Philippine advertising had become more sophisticated, with P&G products like Camay, launched through creative advertising campaigns.

At a time when most soap ads extolled the functional benefits of their product, Camay’s advertising appealed to a woman’s emotional need—to look and feel beautiful, that could only come from their soap’s luxurious pampering,

YOUNG PAQUITA, AGE 2

 Camay sought the most beautiful faces for their products who personified such qualities, and the first model they chose was the lovely Spanish-Filipina, Francisca “Paquita” Roces. 

Paquita belonged to the upper crust of Manila high society, newly married to a handsome movie star, Jose Goyena Revilla Jr. (aka Armando Goyena, “Kapita Kidlat”), himself, from an affluent and prominent clan. They had met at Sky Room along Taft Avenue, a favorite hang-out of society people in the 50s.

 Paquita modeled for Camay’s launch print ads beginning in 1952—and even after a bevy of movie stars like Tita Muñoz, Tessie Quintana, Gloria Romero, Norma Blancaflor, Rosa Rosal and Alicia Vergel were signed up as Camay beauties, the original Camay Girl with regal, patrician looks, appeared in ads throughout the 50s, introducing its many soap variants and promotions.

THE FACE THAT LAUNCHED SCORES OF OTHER CAMAY BEAUTIES.

 She retired from modelling in the 1960s to raise 8 children, 7 of whom are girls. Three of them eventually became Camay Girls in the 70s and 80s—eldest Maritess Revilla (..”ang lahat ay napapalingon..at napapalingon muli..”) , Cita Revilla, and Rosie Revilla.

PAQUITA ROCES-REVILLA INTROS WHITE & PINK CAMAY. c.1955

For over 40 years, Camay was held its own against it main competitor, Lux. It was relaunched in the mid 1980s, with a new campaign—“for skin that faces the world”, and a new way of pronouncing its brand name.

WHICH BABY IS A CAMAY Gamay Promo ad. 1959. Sunday Times Magazine

 But in the late 80s. P&G shifted its manufacturing and marketing focus to other lucrative brands. Just when everybody thought that the soap’s rich history was over, P&G brought back a new, sexier Camay in 2015, with the new Romantique Rose Camay bath soap and shower gel. The ads featured actress Angelica Panganiban, who joined the scores of elite beauties known collectively to this day as Camay Girls. 

With first born Ma.Teresa revilla, future Camay Girl

 Still, people who grew up in the 50s still recall the original Camay Girl who started it all—Paquita Roces. After a storied career as a wife, mother and a beauty icon, Paquita died in 2001, after a lingering illness, at age 68.

PAQUITA'S DAUGHTERS: Maritess (70s Camay Girl, Mrs. Enrique Araneta), 
Tina (TV host, singer, (Mrs. Sergio Valencia), Cecile (Mrs. George Schulze), 
Pilar (Mrs. Bernard Palanca) , Rose (also Camay Girl),Malu and Cita (Yabut)
PHOTO SOURCE: the Beauty Book, by Doris Nuyda

Her husband, Armando, would live a full decade more, passing away in 2011. They left behind a family of eight beautiful children and 29 grandchildren.