510. She Taught the World to Sing: NORA AUNOR , Philippine Superstar, (b. 21 May 1953-d. 16 Apr. 2025)

483. Sampaguita Stars BERT LEROY JR. & LIBERTY ILAGAN for COCA COLA, 1963

TEEN STARS OF THE 60s, BERT LEROY JR. & LIBERTY ILAGAN, FOR COKE, 1963

COCA-COLA has been using local movie stars as endorsers and models of print ads as early as the late 1950s. Early models included Gloria Romero, Juancho Gutierrez and Fred Montilla.

In the 60s, local film studios began building up their own stable of artists, and Sampaguita Pictures was the most successful, securing for its stars lucrative commercial endorsements for Coke. Many appeared in Coke’s 50^th anniversary ads and in subsequent ads of the 60s like Eddie Gutierrez, Josephine Estrada and Jean Lopez.

These ads from 1963 show two popular Sampaguita teen stars of the decade: BERT LEROY  Jr. and LIBERTY ILAGAN.

BERT AND LIBERTY, part of the COKE ad series, 1963

Bert Leroy Jr. was born as Albert Leroy (25 Apr. 1944, Manila), one of 3 children of showbiz couple Nicanor (Bert) Leroy Sr. and radio personality Luz Mat. Castro. It was natural that he was introduced to films early, appearing at age 9 in “Diwang Kayumanggi”. He put his budding film career on hold to concentrate on his grade school in Sta. Rita Colleges where he was an honor student, and took up high school at San Beda, where he was an honor student.

Bert enrolled at the University of Santo Tomas to take up Commerce but only stayed for a year. It was said he re-entered showbiz in 1961, and, as he says "so I could buy my own car". The 18 year old was introduced in 1962 in a supporting role in “Tugtuging Bukid”. There must have been an attempt to cast him with Liberty Ilagan as a love team in these Coke ads from 1963, but in 1966, Bert found bigger fame when he was teamed up as Gina Pareño’s partner as part of the popular teen group of Sampaguita Pictures’ “Stars ‘66”. One highlight of his career is earning a FAMAS nomination as Best Actor in the 1967 drama, “Kung Bakit Pa Ako Isinilang”.

LIBERTY ILAGAN, solo ad for Coke, 1963

LIBERTY ILAGAN , on the other hand was born (6 Jul. 1943) was born to showbiz royalty; her father is National Artist and actor-director Gerry de Leon, famed for his nationalistic films like “Sisa”, “Diego Silang” and screen adaptations of  “Noli Me Tangere,” “El Filibusterismo,” “Diego Silang,” and “Sisa.” Her mother, Fely Vallejo, was an actress, sister of 1930s violin prodigy, Ernesto Vallejo.

Like Bert, Liberty started as a 3 year old child actress, appearing in “Isumpa Mo Giliw”in 1946. She stopped to take up pre-Law at Arellano University. But she was lured back to showbiz in her teens by Sampaguita and did many teen flicks like “Joey, Eddie, and Lito” (1961) , “The Big Broadcast” (1962), “Sweet Valentines” (1963) and “Jukebox Jamboree” (1964).

Eventually, she married Rod Ongpauco, an ex-actor who became a successful restaurateur (founder of Barrio Fiesta) , with whom she had 3 kids: Happy, Love and Soeng Ongpauco.

Both Sampaguita stars Bert and Liberty migrated to the U.S. after their fruitful showbiz careers. Bert  Leroy Jr., , now 80 years old, is marred with 2 sons and a daughter. Liberty, who had separated with Rod, remarried a U.S. lawyer, Carlos Lardizabal, and passed away on 17 Mar. 2020.

SOURCES:

Information about B. Leroy Jr. and L. Ilagan: Wikipedia

The Movie Database: https://www.themoviedb.org/person/1355492-bert-leroy-jr

Rappler: Former Sampaguita actress dies at 76 https://www.rappler.com/entertainment/254920-actress-liberty-ilagan-dies/

Phil. Daily Inquirer: https://entertainment.inquirer.net/189427/stars-66-50-golden-years-later

426. SPRITE: "“Reaching For More”, Local Adaptation of a U.S. Campaign, 1980

SPRITE " Reaching for More" TVC 30: When Global goes Local, 1980

The late 1970s were a time of growth and robust business for Coke, and in 1979, a refreshing lemon-lime flavored soft drink with a crisp, clean taste was pipelined in the market, to compete against the established 7-Up brand that had been in the Philippines since the 1930s. The new soda in a green bottle was called SPRITE, which was concocted in 1961, and introduced 2 years later to the world by Coca-Cola.

 As was the case with multinational brands, McCann-Erickson Phils. was mandated to use the creative elements of SPRITE’s “Reach for More, Reach for Sprite” campaign, and the result is a localized version that made use of the same jingle, same sports vignette-type of execution, and same campaign theme. 

 THE ORIGINAL U. S. SPRITE VERSION, 1980

The most obvious differences were the choice of sports; U.S. version had Long Jump, Volleyball, Jumping Rope, and Karate, while the Philippines featured its popular sports disciplines like Swimming, Cycling, Billiards, plus the field event, Shot Put. There  were subtle differences, a change of line or words in the lyrics here and there, and the singers, too (Note the word "reachin'" in the end-frame slogan of the Philippine ad vs. "reaching" in the U.S. ad) The Philippine version was sung by popular singer, Becca Godinez (of "Shining" and Morris Albert fame).

     WATCH THE PHILIPPINE VERSION OF SPRITE

"Reaching For More" TVC, 1980 (Source: VOT III) uploaded by Dateline Anime

The SPRITE TV ad aired in the Philippines, pretty much adhered to the U.S. developed global commercial, and the formulaic campaign apparently worked as SPRITE became a major payer in the market. In the future, SPRITE commercials became more original and Filipinized, even with mandatories from the worldwide office--the “Magpakatotoo ka” series, under the “Obey Your Thirst” campaign.

SOURCES:

Sprite TV Commercial (PH) 1980, uploaded by VOT III via Dateline Anime, https://www.youtube.com/watch?v=9S1eUC1qquY

Sprite TV Commercial (US) 1980, uploaded by deftmahatma, 2010, https://www.youtube.com/watch?v=Kn5AIJVv6Ow

316. She Likes To Teach the World to Sing: SUPERSTAR NORA AUNOR FOR COKE, 1972

One of Coca-Cola’s most globally successful and popular advertising campaign was launched in 1971, conceived by McCann-Erickson executive Bill Backer. While in an airport in Ireland waiting for his next flight, he saw people in a huddle, chatting and laughing while having their Cokes. Inspired by the sight, he wrote “I’d like to buy the world a Coke..” on a table napkin. He discussed the lyrics with songwriter Roger Cook and Roger Greenaway, who set the words to a tune that they had used before for a song “True Love and Apple Pie” and ha the folk group the New Seekers record it as a Coke radio jingle.

THE NEW SEEKERS' VERSION "I'd Like to Teach The World to Sing"

THE HILLSIDE SINGERS COKE VERSION:

The jingle became a monster hit for the New Seekers (it reached the Billboard Top 15) that a TV commercial was produced entitled “Hilltop” . The band couldn’t make it to the shoot so a new group, The Hillside Singers,  were tapped to sing the Coke version of the song. 

WATCH "I'D LIKE TO BUY THE WORLD A COKE" TV HERE:

The commercial featured a group of  young people from all walks of life, coming together on a hilltop, while holding their Coke and singing to this new version  of  “‘I’d Like To Teach the World to Sing  (In Perfect Harmony). The Hillside Singers earned a Gold Record award from the Recording Industry Association of America. In addition to creating chart-busting records, the Coca Cola campaign went down in history as one of the greatest marketing campaigns of all time.

 NORA AUNOR VERSION "I'd Like To Teach the World To Sing"

The ‘Hilltop’ campaign was aired in the Philippines, but a local adaptation of the campaign was done by McCann Erickson in 1972 featuring superstar Nora Aunor no less--then at the pinnacle of her career. 

She did a full-tri media campaign, supported by sales promotions (Coke gave away autographed pictures of Guy and her Coke), and music marketing on radio via a full song recording of the hit jingle “I’d Like to Teach the World to Sing”, that was included in one of her long-playing albums under Alpha Records. 

Of course, three years later, she was singing a different tune. Coke was no longer it for Guy—she was having her Pepsi Day!

 

SOURCES:

https://www.wideopencountry.com/, 'I'd Like to Teach the World to Sing': The Story Behind the Classic Coca-Cola Jingle,

Youtube: “ The New Seekers - I'd Like To Teach The World To Sing 1972 with Lyrics”, https://www.youtube.com/watch?v=ZWKznrEjJK4, uploaded by islander8

Youtube: Hilltop Remastered, https://www.youtube.com/watch?v=C2406n8_rUw, uploaded by the Coca Cola Company, 4 April 2016. 

Youtube: “I'd Like to Teach the World to Sing (1972) by Nora Aunor (HD)” https://www.youtube.com/watch?v=1VJ3hz-nXCQ, uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.

Hillside Singers: https://www.youtube.com/watch?v=ASe7ioPis6I, Uploaded by Lorri Hafer, 7 Aug. 2015

The Hillside Singers, https://en.wikipedia.org/wiki/The_Hillside_Singers

299. THE CHRISTMAS TREE IN PHILIPPINE ADS, 1935-1978

270. Celebrity Endorser: JOSEPHINE ESTRADA, Miss Philippines 1962

JOSEPHINE BROWN ESTRADA, MISS PHILIPPINES 1962 FOR MISS UNIVERSE

The first Filipino-American beauty to represent the Philippines in the Miss Universe beauty pageant was the very popular JOSEPHINE BROWN ESTRADA (b. 9 April 1944/d. 13 Apr. 2019). The 5’5½ “, 120 pounder Zamboangueña was an occasional  actress, model and  held a string a beauty titles before her major win—she was a runner up to Edita Vital in 1960, and was Miss Aviation of 1961.

After an absence of 4 years at the Miss Universe (Chuchay Tuason and Cristina Matias did not participate in 1958 and 1959, no delegates in 1960,1961), Estrada stood tall at the Long Beach stage as Miss Philippines.Though she did not place in the pageant, Estrada returned to the country and became an even bigger star of  Sampaguita Pictures, cast alongside leading men as Joseph Estrada and Tony Ferrer. 

She also became a favorite commercial model, and these print ads from a variety of major advertisers show why. Estrada remained active until 1983, and then permanently settled in the U.S., until her death just days after her 75^th birthday in Arizona.

ESTRADA FOR COKE, 1966

MISS PHILIPPINES JOSEPHINE ESTRADA FOR COKE, 1962

JOSEPHINE ESTRADA FOR COKE, 1962

JOSEPHINE ESTRADA AS A LUX LADY, 1967

JOSEPHINE ESTRADA, FOR MOISTURELLE, 1975

JOSEPHINE ESTRADA, FOR NATIONAL ZIPPER, 1970

DATA SOURCE:

Miss News by Robert Maceda, http://www.missnews.com.br/historia/josephine-estrada-miss-philippines-of-1962-dies-in-us-75

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

146. Is That Who I Think He Is? LITO LEGASPI for COKE, VASELINE (1966) & DURACRON (1965)

LITO LEGASPI , REFRESHED WITH COKE. With actress Shirley Moreno. print ad, 1966.

Movie and TV actor LITO LEGASPI (b. 25 Jan. 1942) was only 17 when he was included in the 1959 ribtickler “Ipinagbili Kami ng Aming Tatay”, topbilled by Dolphy. He would be signed up by Sampaguita Pictures (Vera-Perez productions) in supporting roles in the drama, “Halik sa Lupa, (1961, with Carmen Rosales), and the action pic,  Kapitan Lolita Limbas (1961).

He would find his groove when Sampaguita Pictures built him up as one of their “pretty boys”, which included the likes of Pepito Rodriguez, Bert Leroy, Dinod Fernando, and Romeo Rivera. LEGASPI was cast in light romance-musical-comedies like “Joey, Eddie and Lito” (1961), where he was teamed up with Liberty Ilagan. 

He was finally launched that same year in the movie, “Lab na Lab Kita”, with no less than Susan Roces, and for awhile, they were promoted as a love team.

It was Susan’s partnership with Eddie Gutierrez, however, that fans clamored for, but LEGASPI would always appear alongside the popular love duo in such movies as “Susan, Susay, Susie” (1962), “Sabina” ( 1963), “Sa Libis ng Baryo” (1964).

 

LITO LEGASPI WITH HAIR VITALISED! Print ad,1965

With his clean, well-groomed looks, LEGASPI snagged print a assignments from softdrink giant, COCA-COLA (with reel partner, Libery Ilagan), Chesebrough-Pond’s VITALIS Hair Tonic, and DURACRON fabrics, a product of the country’s leading textile mills, Gentex.

The so-called “bomba” craze—sexy skin flicks—started with the 1970 movie, “Uhaw”, starring Merle Fernandez. LITO LEGASPI was caught up in a maelstrom as he was one of the featured male stars (Tito Gala was the other) in the controversial movie that was considered pornographic by many, the case was even debated in the Congress.

 

LITO LEGASPI, strikes a Duracron Pose. 1966.

Shedding off his wholesome matinee idol image, he went on to do another follow-up “bomba” movie—“Hayok” (1971) –again with Merle, Tito, and a newcomer bombshell, Rosanna Ortiz. With the government hot on the heels of  “bomba’ movies, LEGASPI made “Sinong Kapiling? Sinong Kasiping” (1977) where he won critical acclaim and was awarded an Urian trophy for Best  Supporting Actor. (1977). LITO LEGASPI is best known for playing Rodrigo Duterte in 1992 film Pugoy Hostage: Davao.

PICTURE CREDITS:

Young Lito Legaspi: https://www.pressreader.com/philippines/the-philippine-star/20150912/282136405191941

Lito Legaspi Today: https://www.top250.tv/acteur/1346660/lito-legaspi

122. The Face That Refreshes: SUSAN ROCES, Celebrity Endorser of the 1950s-60s.

SUSAN ROCES, LUX AD, 1960s.

\Queen of the Philippine  Movies, SUSAN ROCES (born Jesusa Purificación Levy Sonora,  28 Jul. 1941 in Bacolod) began her movie career at age 8, when she was cast in the movie “Mga Bituin ng Kinabukasan”  by Nepomuceno Productions.

SUSAN ROCES in a Philippine Charity Sweepstake color print ad, 1960

Dr. Jose Perez, Sampaguita Pictures’ big boss “re-discovered” her as a teen beauty, when she was already in Manila, an interna of La Consolacion College. She passed her screen test and was given the screen name “Susan Roces” (after Susan Magalona and the Roces Publications).

.SUSAN ROCES does a LAVORIS Mouthwash and Gargle print ad, 1961.

 First introduced in “Miss Tilapia” and “Bokingera (Daw)” (1956), Roces would rise to become one of the most celebrated and influential actresses of the 60s era, especially when she went free-lance, acclaimed as the queen of Tagalog cinema, for such movies as “Susan, Susay Susie”, “Susanang Daldal”,  (1962), “Bayan Ko, Lumaban Ka” (1965), “Maruja” (1967), “Divina Gracia” (1970)  “Patayin mo sa Sindak si Barbara” (1974). She would win a back-to-back Best Actress Famas award for “Maligno” (1978), and “Gumising ka , Maruja” (1979).

 

SUSAN ROCES for LIFEBUOY SOAP, with Romeo Vasquez, 1960

Roces reached a milestone  in her career  when she married widow of Fernando Poe Jr.[, who left her a widow in 2004.  Daughter Grace Poe is a senator. On TV, Roces was in “John en Shirley”, an ABS-CBN comedy show until October 2007. She currently is still in the top rating “FPJ: Ang Probinsyano” series which began in 2015.

SUSAN ROCES PRESENTS...MODERN REST BED. Print ad, 1965.

At her peak, Roces was avidly sought by companies for endorsements—from Coca Cola to beauty and personal products like Lux. Now regarded as an icon of Philippine movies, the much-loved and respected actress continues to appear in TV commercials for such products as RiteMed and Champion. Then, as now, Susan Roces has the face that refreshes, and a voice that sells.

CHAMPION ENDORSER, courtesy of susanroces,blogspot.com

SOURCES:

Susan Roces, First Lady and Eternal Queen of Philippine Movies,

https://susanroces.blogspot.com/