380. PBA LEGEND: ROBERT JAWORSKI SR. The Basketball Icon as a Product Endorser

BIG J, for Nescafe Master Roast, Print Ad, 1989

One of the most popular and celebrated basketball icons of the Philippines, Robert Vincent Salazar Jaworski Sr (born March 8, 1946) is the so of American-Polish , Theodore Vincent Jaworski and Ilocana Iluminada Bautista Salazar. As a student, he  became a well-known collegiate basketball player for the University of the East, leading the “Red Warriors” to back-to-back victories at the University Athletic Association of the Philippines (UAAP) meet in 1965 and 1966. That earned him a place in the basketball team that went on to compete at the 1966 Bangkok Asian Games, and at the Asian Basketball Championships, where his team placed first, beating the host country, Korea.

 WATCH THIS CERVEZA NEGRA TV featuring JAWORKSI (1978)

His amateur career began in 1967 when he joined the YCO Painters under coach Carlos Loyzaga. He then suited up for Meralco in 1970. After being banned by the Basketball Association of the Philippines in a mauling incident during a game against Crispa-Floro (which caused him to miss the 1972 Olympics),  he was reinstated in 1973 to the national team.

 “Big J”, as he was called, joined the newly-formed Toyota Comets after his Meralco stint, and he officially became a PBA player in 1975 after the Toyota Comets became one of the league's founding franchises of the league.  He played with Toyota until 1984, and it was there that he became an MVP in 1978.

 WATCH JAWORKSI'S ANEJO RUM COMMERCIAL:

He then joined Ginebra San Miguel, staying with the team for 14 years (184-1998), which would become the most popular Jaworski-led team in Philippine basketball history. As a playing coach, he and his team won the 1986 Open Conference championship finals. He also coached the Philippine team that won Silver at the 1990 Asian Games.

In 1991, Jaworski won his third title at the expense of Formula Shell of the PBA that a team came back from a 3–1 deficit to win the championship.

 WATCH JAWORSKI'S JUVELON COMMERCIAL (1983)

Ginebra’s performance faltered from 1992-95 due to PBA budget limitations, but rebounded in 1996 with new top players that enabled the team to win a 4th championship in 1997 vs. Alaska Milkmen.

Fifty year old Jaworski's last game in the PBA was in March 1997 in a game held at Dumaguete City. He ran for the Philippines senate and won a seat during the May 1998 elections but was defeated when he ran for re-election in 2004.

WATCH JAWORSKI'S GINEBRA "BIDA" COMMERCIAL:

As the country’s most-well known PBA player, Jaworski’s influence cannot be denied. He was sought after by advertisers and agencies for his pulling power, and some of his well-known commercials included TIMEX (“The Tough Watch”), GINEBRA  promotional plugs, Añejo AÑEJO RUM, NESCAFE Master Roast, among many others.

 Recently, his son Robet “Dudut” Jaworski Jr. , who also played in the PBA  along with his fater, announced in 2021 that Robert Sr., age 76, was suffering from a rare blood disease.

SOURCES:

Cerveza Negra Promo 1978 Philippine TV Ad ( w/ Jaworski ),, https://www.youtube.com/watch?v=jvMFXEay4e8, uploaded by ADman1909

1983 Juvelon E+ TVC feat. Robert Jaworski, https://www.youtube.com/watch?v=jTCrLoj-ZLU, uploaded by莢豌豆本舗

MANNY PACQUIAO & ROBERT JAWORSKI - ANG BIDA SA HARDCOURT at sa BOXING RING, https://www.youtube.com/watch?v=0etF9mUM_v8, Uploaded by DCRJReloaded02

Jaworski's Anejo Rum Commercial, https://www.youtube.com/watch?v=rhu3-5DSrLA, uploaded by Alamat ng PBA.

 

349. JULIO DIAZ, Creative Guild's 1987 Best Actor in a TVC, GINEBRA SAN MIGUEL “Homecoming”, 1987

During the Creative Guild of the Philippines Ad of the Year Awards Night held at the Metropolitan theater in Manila on 30 August 1988, the first ‘Models of the Year’ awards were given. Ten best commercial models were cited for their effective portrayal of distinctive characters who showed skillfull acting that “captured the drama between product and consumer”.

Creative Guild Ad of the Year 1988 program

Acting awards were also given and that year’s winner for BEST ACTOR IN A TV COMMERCIAL for 1987 -88 went to the rising young star JULIO DIAZ, a film and stage actor. He had received a Best Actor Gawad Urian Award nomination for his performance in Takaw Tukso (1986).

 The commercial in which he starred was for GINEBRA SAN MIGUEL, produced by Philippine Advertising Counsellors/BBDO. Entitled “Homecoming”, the TV ad was part of the brand’s  then-thematic campaign “Ikaw at Ginebra…Magkasangga!”.

 WATCH GSM "Homecoming TVC" with Julio Diaz

The ad is a story about  a  prodigal son, who may have worked for years in a big city like Manila or even abroad, returning to his small town. There, familiar faces and memories welcome him, capped by a reconciliation with his family and a reunion with his barkada—over GSM of course.

GSM "Homecoming", screengrab from commercial

Diaz had no dialogues in the TVC and the moving commercial relied on his emotive skills. For his Best Actor award, he was cited “for sympathetically essaying the role of a modern man rreturning to the fold of family and friends” and “for a deeply internalized characterization, proving that the human face, even in the absence of speech, is the eloquent instrument of emotion”.

JULIO DIAZ, in later years, Julio Diaz FB page

Diaz went on to become an accomplished film actor receiving prestigious more nominations from FAMAS (Best Actor, Sakay (1993) and Bayani (1992), Gawad Urion and Young Critics Circle. Diaz was well known for such films as: Sinner or Saint (1984), Paano Tatakasan ang Bukas? (1988), Kailan Ka Magiging Akin? (1990), Bayani (1992), Sakay (199),The Flor Contemplacion Story (1995), Segurista (1996), Batanes (2007), Serbis (2008), Kinatay (2009), and Biyaheng Lupa (2009).He was also seen in popular TV series like ABS-CBN  “Asintado” (2018) and “Ang Probinsyano” (2016).

SOURCES:

Youtube Video: Ginebra, uploaded by fiastatah, https://www.youtube.com/watch?v=PXB8CUdBNhY

Youtube video: ANG KWENTO NG NAGING BUHAY NI JULIO DIAZ, uploaded by SikatTV, Jan. 5, 2021, https://www.youtube.com/watch?v=TxsyiBHKzqY

Photo: Lifted from Chisms

philnews.ph: Julio Diaz Breaks Silence Following Arrest During Drug Operation

Julio Diaz FB Page

144. TASTE THE HOLIDAY SPIRIT! Liquor Christmas Ads, 1936-1966

ENJOY THE HOLIDAY SEASON THE TRADITIONAL TANDUAY WAY! 1966 Christmas ad.

The long Christmas season in the Philippines, is indeed, the time to eat, drink and be merry….for tomorrow, we drink some more! Then, as now, when the holidays arrive, spirits and liquor products vie for  consumer’s attention by launching special Christmas ads in the hope of being included in his shopping list. Here are a few of them:

GINEBRA SAN MIGUEL, Old Filipino Custom, 1936

GINEBRA SAN MIGUEL,the world's no. 1 selling gin, has a heritage of excellence spanning more than 180 years. It was originally a product of Destilerias Ayala, Ic., founded in 1834. Its distinctive “marca demonio” label was designed by then-student Fernando Amorsolo, now a Philippine national artist. This Graphic ad from 1936, situates  GINEBRA SAN MIGUEL as part of  old Filipino Christmas customs, that also include serving noche buena lechon.

SAN MIGUEL BEER, Real Pleasure for the Holidays, 1957

SAN MIGUEL BEER  is the Philippines’ best known, and larget-selling  pale lager produced by San Miguel Brewery. It is a beer rich in history, as its parent company was established back in 1890. This midcentury Christmas ad of SAN MIGUEL BEER features two popular showbiz personalities at that time—the lovely Paquita Roces (the original Camay Girl) and the debonaire Fil-Danish actor, Ric Rodrigo.  Paquita was married to screen star Armando Goyena; while Rodrigo, husband of Rita Gomez, would win Asia’s Best Actor award in 1969, for the movie “Igorota”.

SUNTORY, Perfect for Christmas, 1963

SUNTORY Whiskey has its beginning s way back in 1899, when Shinjiro Torii began experimenting with the production of western-style whiskey in Japan. He managed to do that—and more—for in 1937, he created SUNTORY, a truly Japanese whiskey with a distinctive Japanese character—a masterpiece of Eastern artistry. La Fuerza Inc., of the Lim Family, became he local partner of SUNTORY in the 1960s, and this 1963 print ad was part of the product push for the Christmas season.

VOS BRANDY, Keep their Spirits High! 1964

La Fuerza Inc. was a distillery, incorporated in the 1950s  by the Lim family. Its local output were the Siu Hoc Tong energy liquor, C-88 and VOS Brandy, (Very Old Special brandy) which would gain prominence in the Philippine market in the 70s and 80s. Its commercials, known for being campy and sexist, introduced viewers to its most well-known slogan—“Pang romansa…espesyal!”, mouthed by a starlet holding a VOS Brandy bottle. But back in 1964, this VOS Brandy & Gin Christmas ad was pretty standard, safe and direct to the point.

TANDUAY RHUM, say 'Mabuhay'! 1966

TANDUAY RHUM,  by Tanduay Distillers, Inc., is an iconic brand of liquor with origins in a distillery in Hagonoy, Bulacan, acquired in 1856, by Ynchausti and Compania. A plant was built in Isla de Tanduay, near Quiapo and became the Tanduay Distillery. By the 1930s, its rum products were branded as TANDUAY RHUM. In 1934,  Elizalde & Company, Inc.  acquired  thedistillery and  operated it under the  name Tanduay Distillery, Inc. It became a leading producer of rums, liquor brands and other spirits. This 1966 ad capitalizes on TANDUAY RHUM as part of Philippine holiday drinking tradition, a drink hat "adds lilt and luster to the festive air".

24. GINEBRA SAN MIGUEL. "Ang Inumin ng Tunay na Lalaki!"

1972 GINEBRA SAN MIGUEL "Inumin ng Tunay na Lalake" Ad

Perhaps, the most successful ad campaign ever launched to promote the highly popular  Ginebra San Miguel gin, was the “Inumin ng Tunay Na Lalaki” (Drink of the Real Man) that ran from the end of the 60s decade and which continued till the early 70s. 

Ginebra San Miguel was a drink full of history, first produced by the Ayala Distillery (Destileria y Licoreria de Ayala y Compañia), which was brought by La Tondeña in 1924. The distillery’s prized product was Ginebra San Miguel.

Its early advertising on print in the 1920s featured basic product information, harping on its customary use during important occasions. In the 50s, it capitalized on its “marka demonyo” monicker (its paper label illustrated by Fernando Amorsolo showed St. Michael with the Devil underfoot) and employed a devilish character to peddle the fun and pleasure the drink promised.

FROM TUNAY NA MAY LIGAYA TO TUNAY NA LALAKE

1968 "TUNAY NA LIGAYA" HEADLINE AD

It was in the 60s that Ginebra San Miguel started harping on values associated with product –the joy of drinking, good camaraderie and macho bonding. An ad series came out in 1968 with the headline “Tunay na May Ligaya”.

"INUMIN NG TUNAY NA LALAKE" Launch Ad, 1969

The next year, the line evolved into a campaign theme for the 1969 campaign—and this “Ang Inumin ng Tunay Na Lalaki” was born.The launch ad was a bit static—just a “cuatro cantos” trademark bottle pouring gin into a glass, with two men drinking in the background.

'TUNAY NA LALAKE", Camping Scene. 1969, B&W version

Subsequent executions were more dynamic—and several versions were made showing manly situations—from camping out to horseback riding,  and carabao racing--all done by an assortment of men--from sea captains to muscular Pagsanjan boat paddlers.

'INUMIN NG TUNAY NA LALAKE", Beach Barbecue, 1970

The television commercial showed vignettes of similar macho activities, overlayed with a catchy, repetitive jingle that became famous nationwide thru radio—“Ang inumin ng tunay na lalaki, ay Ginebra San Miguel, ay Ginebra San Miguel, ay Ginebra San Miguel ang inumin”.

'INUMIN NG TUNAY NA LALAKE", Horseback Riding, 1971

Ginebra San Miguel would have many more great campaigns and promotional gimmicks after that—from the Super Angels to the Barangay Ginebra campaign that also  generated a successful commercial jingle by Gary Granada (Pag Natatalo ang Ginebra), none as enduring and as widely appealing as its 1960s-70s  “Inumin Ng Tunay Na Lalaki”  campaign.

"INUMIN NG TUNAY NA LALAKE", Yacht, 1971

CREDITS:
AGENCY:  Philprom / CLIENT: La Tondena, Inc.