513. POND'S: "Secrets of a Beautiful Face" Campaign, 1975-1976

RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality.

The 1975-76 "Secrets of a Beautiful Face" ad campaign for Chesebrough POND's was conceived and executed  by its local agency, J. Walter Thompson Phils. It brought together a diverse group of women who shared their personal secrets on how they achieved their flawless complexions--which included the use of POND's for their everyday facial care. 

CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak"

EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist.

JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales.

CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist.

478. LUX GIRL: Actress, Singer HELEN ALBENT GAMBOA, 1969

HELEN ALBENT GAMBOA, LUX LADY, 1969 PRINT AD

One of the most popular, multi-facetted celebrities from the 60s, HELEN ALBENT GAMBOA (b. 7 May 1946), daughter of Kapampangan parents Domingo Gamboa and Eusebia Pangilinan Albent, made a name for herself first as a beauty queen, then became a singer of note, joined the movie bandwagon and became an icon of the ‘shing-aling’ decade.

She gained fame when, as a 15 year old, she placed 2nd to winner Cynthia Ugalde at the Miss Philippine Press Photography pageant, a contest conceived by an association of Philippine photographers in 1961. She was a Liberal Arts student at that time and before she knew it, Helen was swamped with movie offers and chose to sign up with Larry Santiago Productions. 

HELEN GAMBOA at the Miss PPP 1961, candidate # 13.

She was introduced in “Gorio and his Jeepney “ with Chiquito in 1962, based on a hit comic strip drawn by Larry Alcala for Manila Times. Directed by Pablo Santiago, the movie was an instant hit and Helen was on her way.

She followed this up with “Hugo, the Sidewalk Vendors” (with Berting Labra) and “Sakay and Moy” (with Oscar Obligacion and Cris de Vera), whose main characters were drawn from Philippine ‘komiks’. From her initial PhP 1,000 talent fee, she commanded Php 40,000 in her next films, a princely sum in the mid '60s.

She recorded many hit albums, doing covers of the popular songs of British singers, Petula Clark, Mary Hopkins, and Lulu. 

LA GAMBOA, at the peak of her song 'n dance career.

In 1969, Helen, at the peak of her career was tapped by J.Walter Thompson advertising agency to appear as an endorser for their blue chip account, LUX Beauty Soap, relaunched “with a new kind of luxury---now with nourishing cream”.  The LUX campaign featured a television commercial and a centerspread colored ad.

Centerspread ad of LUX, now with Nourishing Cream, 1969

Helen eloped with band musician Vicente “Tito” Sotto III, of the Tiltdown Men, a future senator and politician. Their children include Romina, Diorella, Gian and Ciara. Helen Gamboa is still active in the entertainment scene today, and continues to make appearances in productions produced by major TV channels. She also has done guestings in select music events that showcase her at her best--singing and dancing to the delight of her fans.

SOURCES:

Photo and Info: Views from the Pampang, '60s Singing Star: Helen Albent Gamboa of Sta. Ana, http://viewsfromthepampang.blogspot.com/2011/08/264-60s-singing-star-helen-alvent.html

399. 1987 Creative Guild’s Radio Ad of the Year: PEPSODENT “Brush-Your-Teeth Crusade”

The PEPSODENT momentum carried over into the following year. After successfully hitting families with the mini-pack, PRC wanted to impress the kids and Socky Pitargue (JWT Creative Director) and company decided on a public service campaign that could pit the new toothpaste against market giant Colgate. The winning ad and the campaign were christened “The Brush-Your-Teeth Crusade”, and the idea, Pitargue says , was all about “writing a set of instructions that would be easy to remember.

Butch uy write the lengthy commercial, what he called “ang kwento ng Pepsodent,” in Pilipino, and had a gentle-voiced teacher/mommy character taking youngsters on a guided tour of their oral cavites, taking them left, right (‘kaliwa’t kanan”), up down (“taas-baba”) and around (“pa-ikot-ikot”). Uy didn’t forget to take side trips to the back of the teeth and the gums as well.

The commercial ended with a proper “Mumog-mumog, whoooosshh!” and was soon being memorized and recited by kids in public schools all over the country.

 SOURCE:  This article originally appeared on: Perfect 10, A Decade of Creativity in Philippine Advertising, pubished by the Exeutive Committee of the Creative Guild of the Philippines, First Edition 1995.  pp.72-73

391. TINGTING COJUANGCO for PRC’s POND’S and VASELINE INTENSIVE CARE (1980)

The 1980s were some of the most active years for Philippine Refining Company (PRC), as it battled it out for the beauty care market versus its arch rival, P&G Philippines. At the start of the ‘80s decade, it relaunched POND’s, a product of the POND’s company whuch had merged in 1955 with Chesebrough Manufacturing Co., to become Chesebrough-Pond’s.

 The bestselling cold cream had been advertised in the late 1950s using the Philippines’ most glamorous and accomplished women of impeccable pedigree—from socialite Chona Recto-Kasten (daughter of statesman Claro M. Recto), Eva Estrada-Kalaw (future senator), Virginia Llamas-Romulo (wife of diplomat Carlos P. Romulo) and former First Lady, Luz Banzon-Magsaysay.

In 1980, PRC chose the same approach as it Chesebrough-Pond’s did in the ‘50s, choosing a renown woman and young mother who had been adjudged as among the world’s most beautiful by no less than Harper’s Magazine in the ‘60s. POND’s scored a casting coup when the young socialite Margarita "Tingting" de los Reyes Cojuangco (b. 29 Apr. 29, 1944), agreed to appear in the POND’s “Beautiful Skin Now and Through the Year” campaign.

At age 18, Tingting married José Cojuangco, Jr., of the prominent political Cojuangco clan of Tarlac. She had modeled in her teen years, but this came to a halt when she began a family and settled in Tarlac. That was why, it was big news when she came back prominently as the celebrity endorser for POND’s, appearing in a glossy TVC and an array of print ads and advertorials.

Just when you  thought that POND’s would be her first and last appearance, the elusive beauty resurfaced that same year when she also became the model and spokesperson for VASELINE INTENSIVE CARE LOTION, another PRC skin care product. VASELINE started as hair tonic brand for men that was available in the Philippines as early as 1951. Needless to say, the ad industry was abuzz once more with this unprecedented casting decision that called for the same celebrity to endorse 2 skincare products of different brands, but under the same company.

After her appearances in these J. Walter Thomposon-produced commercials, delos Reyes went back to her role as a parent, raising 5 equally-beautiful daughters: Mikee (now Jaworski, champion equestrienne/actress), Liaa (now, Bautista doctor), Pin (now, Guingona), Maimai (now, Zini) and the youngest China (now, Gonzalez, model).

She would also pursue her studies , holding a Master’s in National Security Administration (MNSA) from National Defense College, doctorate degrees in Criminology and Philippine History. She forayed into politics (late president Benigno Aquino III was her nephew), serving 2 terms as Tarlac Provincial Governor (1992-98). She also ran for a position in the senate. A philanthropist, she is personally involved in  humanitarian projects among Muslim communities as well as  Gawad Kalinga. Truly, delos Reyes epitomized the ideal of a “true beauty with a purpose”.

SOURCES: 

Tingting Cojuangco: https://en.wikipedia.org/wiki/Tingting_Cojuangco

357. MIRINDA ORANGE, THE SUNSHINE DRINK, 1978

MIRINDA 'SUNSHINE DRINK' LAUNCH PRINT AD, 1978

PEPSI COLA in the Philippines has been around for over 70 years, and in the mid-1960s, launched its own orange soda brand, MIRINDA. Meant to compete against the more established Royal Tru-Orange, MIRINDA was launched with its own campaign and promotional support, starting with the “More Fun” print series in 1966.

Its early TV ads were canned commercials from the U.S., notably the “Orange Avalanche” , which featured thousands of oranges magically appearing, dropping  and bouncing everywhere---to dramatize the “natural orangy-ness” of the soda.

WATCH MIRINDA'S 'SUNSHINE DRINK' TVC HERE:

(c/o Jojo Bailon, Voice on the 3rd)

It was only in 1978 that the brand had a local campaign hit with the “SUNSHINE DRINK” campaign, which reinforced the product’s 100% natural orange taste. This was visualized by  “slicing” a MIRINDA bottle and squeezing that half of the bottle on an orange squeezer—as if it were a real orange. The voice-over announcer goes: “If you can slice it like an orange, squeeze it like an orange, then you’ll discover the 100% natural orange taste of MIRINDA”. 

Conceived and produced by J.Walter Thompson Phils., MIRINDA’s “SUNSHINE DRINK” campaign endured through the early 1980s.

SOURCES:

Mirinda Orange 1980 TVC, Jojo Bailon, View on the Third (VOT III), via Dateline Anime, https://www.youtube.com/watch?v=0smIinktsiQ

337. 7-UP, “WHERE THERE’S ACTION” U.S.-Adapted Campaign, 1966-67

7-UP 'WHERE THERE'S ACTION', Campaign, Philippines (Top, 1966), U.S. (Bottom, 1965)

The 7-UP  “Where There’s Action” campaign  was launched in 1965, by J. Walter Thompson,  bannering the message that the drink has a “taste that’s fresh and frisky….with a quick-quenching action to make thirst quit!” The print ads featured young, active groups engaged in all kinds of fun, sporty and leisurely activities.

 LISTEN TO 7-UP'S 1965

'WHERE THERE'S ACTION' JINGLE:

In 1966, the U.S. campaign was adapted in the Philippines using local talents , but keeping the global design template including the typeface, copy, and visual vignettes. The Philippine version however, emphasize more on the bright, exhilarating feeling that comes with the refreshment that 7-UP brings in these action-packed social events.

7-UP PHILIPPINES, 'SKATING', PRINT, 1966

7-UP PHILIPPINES, 'JERKING', PRINT, 1966

7-UP PHILIPPINES, 'DRUMMING', PRINT, 1966

7-UP PHILIPPINES, 'TUG-OF-WAR', PRINT, 1966

“Where There’s Action” campaign was used until 1967, and the last few ads made use of American models possibly also provided for by the U.S. mother agency. The 7-UP campaign was later replaced by the world-fampus “UnCOLA” campaign that became a blockbuster success for many years.

7-UP AD FEATURING A FOREIGN TALENT, PRINT, 1967

SOURCES:

U.S. 7-Up Ads: www.ebay.com

7-Up “Where thre’s Action” jingle: https://www.youtube.com/watch?v=eUuHR5dlfV4

279. Draw-it-Yourself DUTCH BABY PRINT ADS, 1967-68

DUTCH BABY is a brand of canned milk that was manufactured and marketed in the Philippines as early as 1953. It was made by Milk Industries in Markina, reputedly under the supervision of Dutch scientists. By 1965, the company was known as Marikina Dairy Industries, Inc., and was allied with the Australian Dairy Produce board of Melbourne, Victoria.

DUTCH BABY EVAPORATED FILLED MILK, was the lead brand, and was extensively advertised in newspapers and magazines. It was one of the leading milk brands in the country, along with Darigold and Liberty.  As its marketing became more sophisticated, the company sought the help of J. Walter Thompson ad agency to help develop their advertising campaigns.

In 1967, J. Walter Thompson came out with one of the first content-contributed print ad series. It solicited the help of parents and children with a request to “Send your child’s drawing and a little testimonial on why he loves the taste of DUTCH BABY along with a label of DUTCH BABY Evaporated Filled Milk or DUTCH BABY Condensada to J. Walter Thompson, Mary Bachrach Bldg., Port Area, Manila”.

There was a cash prize of  50 Pesos for each drawing that was selected and published. Eventually, 3 DUTCH BABY ads were released, featuring the winning art works of 7-year old Noel Gorero (San Juan Central School), Michelle de Leon (St. Theresa’s College) and 11 year old Rommel Simpliciano (Manila High School) .

DUTCH BABY was available in the Philippines until the 70s, until it disappeared altogether . The brand name is now held by a Malaysian milk company, until1983, when milk products were renamed Dutch Lady.

153. Creative Guild Print Ad of the Year 1988: LUX BEAUTY SOAP, “Starcare Skincare Originals”

Creative Guild Print Ad of the Year 1988:  LUX “Starcare Skincare Originals”

The 1988 Print Ad of the Year blrew competition away through sheer star power. The stunning ad, a full color magazine spread for LUX Beauty Soap, featuredthree of the year’s most recognizable faces in Philippine show business: Movie star Sharon Cuneta, singer Kuh Ledesma, and then up-and-coming starlet (and presidential daughter) Kris Aquino. “Starcare” was a creation of J. Walter Thompson, which has had LUX manufacturer. Multinational heavyweight Philippine Refining Company, as a worldwide client since the 1950’s.

“LUX has always been about celebrities,”says JWY Executive Creative Director Socky Pitargue,”and it has always been important to choose the right names and faces.” The last Filipina endorser Pitargeue recalls was screen actress Hilda Koronel, and the launch of three new variations for normal-to-dry, oily, or sensitive skin was the perfect excuse to go beauty-hunting. The idea was clear: three superstar faces using there classy variatons of one glorious product.

The original plan had been to shoot three separate print ads for each of the models, but Pitargue had a more ambitious idea.”Why not get them together? Why not come out with one big ad two or three times for maximum impact?” Pitargue even predicted the fans, especially young girls, would tear the ad out and use it as a poster—which research shows they did.

After PRC had closed deals with three celebrities, chosen for their individual styles as well as their beautiful complexions, Pitargue, creative irector Adele Estrada and executive art director Edwina Arroyo confronted another logistical hurdle: how to get the three stars together for a photo session. “That’s when we decided to get a fourth superstar to take the photograph,” Pitargue says. Millionaire businessman, philanthropist, and high profile hobby photographer Jaime Zobel de Ayala had never done any commercial photography before, and he welcomed the project.

The strategy worked. With a reputation bigger than those of his subjects, Don Jaime called the shots. “He asked the ladies to be at his studio at 7 pm. sharp,” Pitargue recalls,”or he would close the doors. The trio complied, and the shoot was over in less than three hours. Don Jaime’s professional fee, Pitargue reports, was subsequently donated to charity.

Bare arms and shoulders for the subjects were decided upon early, to do away with the problem of coordinating outfits. Neither did the agency ant anything to distract from the glowing complexions. The three LUX variations were photographed for the same poster and reinforced with copy in small text, but the yes remained rivettted on the unmistakable stars of the spread.

KRIS AQUINO, KUH  LEDESMA, AND SHARON  CUNETA TODAY

The print ad ran alongside three slick TV commercials, individually featuring Sharon, Kuh, and Kris. JWT git the media exposure they wanted, and LUX is still happily riding on the fame of cinema’s most stellar skins.

CREDITS:

ADVERTISER: Philippine Refining Co.

PRODUCT: Lux Beauty Soap

AGENCY: J. Walter Thompson Co.

CREATIVE DIRECTOR: Adele Estrada

COPYWRITERS: Adele Estrada / Carol San Pedro

EXECUTIVE ART DIRECTOR: Edwina K. Arroyo

ART DIRECTOR: Bobby Canlas

PRINT PRODUCTION: Jun Jamolangue

PHOTOGRAPHERS: Jaime Zobel / Neil Oshima

SOURCE:

PERFECT 10: A Decade of Creativity in Philippine Advertising. Ed. by Mr. Butch Uy. Published by the Executive Committee of the Creative Guild of the Philippines, 1995. “Superstar  spread,” p. 26
PHOTOS: Kris Aquino (pep.ph), KuhLedesma (Inquirer Entertainment), Sharo Cuneta (fanpix.net, Showbiz Central)

80. Konting Kuskos, Ayos!: SUPERWHEEL DETERGENT BAR TVC 1975

SUPERWHEEL DETERGENT BAR, with Elizabeth Ramsey as "Cleopatra (1976)
Screen grab from 'Superwheel Classic Philippine commercial (1976) by ADman 1909.

From the 50s to the early 70s, the powdered detergents, led by Tide and Breeze, reigned supreme in Philippine households, used by millions of women to keep their laundry clean, white and fresh-smelling. Sure, there were coconut-oil based bars like Perla and Luto (by Philippine Manufacturing Co.), but powders were preferred for their cleaning ability.

WATCH SUPERWHEEL "CLEOPATRA" TVC HERE:

(Credits: Jojo Bailon, VOT3)

Philippjne Refining Co. (PRC) had a soap bar as early as 1952, known as Wheel. It would take twenty two more years before the company could introduce the first non-soap detergent in the country, which would revolutionize the laundry industry and install PRC as Procter & Gamble PMC’s staunchest competitor.

Screen grab from 'Superwheel Classic Philippine commercial (1976)
 by ADman 1909.

The new product was the SUPERWHEEL DETERGENT BAR, introduced to the market in 1974. The synthetic detergent bar had compressed power cleansers that had superior cleaning ability, and could wash more loads of clothes. It lasted longer, as the amount of detergent used  could be controlled by hand-scrubbing, thus it was more economical than powder.

MARISSA DELGADO as Lady Guinever, Superwheel  TVC 1976
Screen grab from 'Superwheel Classic Philippine 
commercial by ADman 1909.

J. Walter Thompson conceived of a massive campaign on TV that did away with real housewives and their problematic washing problems.

  

WATCH SUPERWHEEL "GUINEVERE"

TVC 30s here:

The commercials had outlandish characters spoofed from well-known historical and literary women figures —from Cleopatra, Lady Guinevere and later, in the 80s, Starzan and Barok.

LILY MIRAFLOR, always appeared at the right time with a Superwheel bar,
to save the day for women with laundry problems.

These characters shared a common laundry problem that was solved by the omni-present Lily Miraflor, who appeared magically nearby as the women contemplated on their problems. “Konting kuskos, ayos!”, she says as she saves the day for the ladies with a bar of SUPERWHEEL.

The anachronistic scenes were memorably campy, the acting over-the-top. The ads were among the most popular and most recalled from the 70s era. Most of the punchlines are still known today—most notably, the Cleopatra version (1976) starring the irrepressible Elizabeth Ramsey who, despondent over her washing challenges, declared—“Magapatuka na lang ako sa ahas!” (Might as well have myself bitten by a snake!). A novelty song was even recorded by Ramsey to capitalize on the catchphrase’s popularity.

LISTEN TO "Magapatuka Na Lang Ako sa Ahas"

and WATCH snippets of the "CLEOPATRA" TVC

starring ELIZABETH RAMSEY

The “The King & I” version  showing Gloria Romero as Anna, shining the bald head of the Siamese King (played by Aurelio Estanislao) while exclaiming “Konting kuskos, ayos!” , resulted in a diplomatic row that resulted in the pull-out of the TVC in 1978.  The Thai Embassy had complained that the scene was an affront to their King’s memory as it is forbidden to touch the head of the royalty. 

BARBIE, MAID IN THE PHILIPPINES, a movie character originated
by Joey de Leon, was borrowed by Superwheel for a 1989 commercial.

All through the 80s, the SUPERWHEEL campaign was updated with popular characters from the period, like Starzan, Barok, and Barbie--Maid in the Philippines.

WATCH THE 'STARZAN' SUPERWHEEL TVC (1989) here:

The SUPERWHEEL campaign catapulted the PRC brand to great heights. By 1975, the non-soap market had grown rapidly, until it overtook the declining powder market. The age of the synthetic detergent bars had arrived—and when Procter & Gamble introduced its Mr. Clean Detergnet Bar  in 1977 to square off with SUPERWHEEL, the Great Detergent War was on.

 SOURCES:

Uploadedby ADMan 1909: https://www.youtube.com/watch?v=ouTup4gfL3M

Uploaded by Albert Marc Justine Carreon: (Nov. 2, 2015) https://www.youtube.com/watch?v=bCz9nxyeI34
Uploaded by vibesey, https://www.youtube.com/watch?v=p4j5v7dl6ss&feature=youtu.be

76.THE 7 UP UNCOLA CAMPAIGN: Making a Non-Cola Drink Cool Again

7 UP was introduced in the mid 50s in the Philippine by Pepsi-Cola Bottlers Philippines.  The name, they say, was derived from its “7 natural flavors blended into a savory, flavory drink with a real wallop.”  Predictably, 7 UP was advertised as a pick-upper, with crisp lemon-lime flavor that refreshes and lifts spirits up.

It targetted the active family and came up with the  1952 slogan “The Fresh Up Family Drink”,  to replace the earlier “You Like It, It Likes You”.  Later variations were also used like “Fresh Up with 7 UP”,”Nothing Does it Like 7 UP”. Advertising for 7 UP began in the Philippines in 1955, with print ads that simply copied the original U.S. version.

7 UP was drank by older people because they believe it was less gassy than cola drinks, and therefore less stomach-upsetting. This ‘medicinal’ image was considered uncool by the younger set. Not even the teen campaign the product launched in the sixties—and which was adapted in the Philippines-- could make its image more contemporary.

Then in 1967, its advertising agency, J. Walter Thompson conceived of a campaign that celebrated the uniqueness of 7 UP against cola-based drinks. 

7 UP 'UNCOLA' LOCAL PRINT AD, 1970

The UNCOLA Campaign sought to promote the idea of the fact that the product is not made from cola nuts, a differentiating angle that resonated with young people at the threshold of the so-called  “Me decade”,  which described a new attitude of Americans towards individualism.

The UNCOLA Campaign was rolled out in 1968 and ran through the 70s in the U.S. with many memorable ads for TV and print. The campaign doubled sales for the product and by 1972, 7 UP ranked as the third largest soda marketer behind Coke and Pepsi.

THE UNCOLA, drawn in psychedelic style, 1970

 The UNCOLA Campaign was adapted in many countries, including the Philippines. The local print ads which first came out in 1970 were similar to those produced in the U.S. which started running them a year earlier.

 

UNCOLA Print Series, 1970

The eye-popping executions capitalized on the psychedelia craze, with fantastic, graphic illustrations rendered in bright, vibrant colors-- an artistic style popularized by the artist Peter Max.

 

7 UP UNCOLA-SPONSORED DANCE EVENT, 1972.

There were pop art poster giveaways, UNCOLA upside down glasses,  and psychedelic dance parties that magnified the campaign in the stores and on-ground.

Suddenly, 7 UP was  a hip, with-it brand again. The UNCOLA TV commercials aired here included two versions, one of which became a global hit, and made a star out of its presenter. The  JWT-produced  TV commercial--which was aired on Philippine TV in 1972-- starred  actor, director and choreographer Geoffrey Holder as a Caribbean planter explaining the difference between cola nuts and 7 UP's "uncola nuts," lemon and lime.

WATCH 7 UP's 'UNCOLA" TVC HERE:

Holder’s performance was so well-remembered that he was signed on to do more versions of the same campaign.

Another UNCOLA Ad was a product-the-hero ad scored with a jingle noted for its sheer lyrical strength. The jingle wasn’t  just selling fizzy beverages twelve ounces at a time, it was singing praises to a way of life that challenged all conventions.

The 7 UP UNCOLA Campaign had a good run, but the succeeding initiatives—including its Fido Dido “Cool to be Clear” ad, did not do much to stop the increase of the share of its primary competitor—Sprite—throughout the ‘90s. By 1998, the 7 UP bottle underwent a design  face-lift, which dropped the term "Uncola" from the soda's packaging.  And there goes a piece of advertising history.

SOURCES: 
From Uncool to Uncola: The Fabulous Psychedelic 7 UP Ads 1969-1973.
http://flashbak.com/when-7up-was-cool-the-uncola-ad-campaign-1969-1973-27578/

The Uncola's Unclever Ad Campaign:
http://archive.fortune.com/magazines/fortune/fortune_archive/1998/12/07/252125/index.htm

Uncola: The Video History of a 7 UP Breakthrough Ad
http://adage.com/article/news/uncola-video-history-a-7up-breakthrough-ad/116484/

youtube, 7UP "THE UNCOLA", uploaded by videoblast, 26 November 2008.

66. LUX LADIES OF THE 1960s-75

LUX LADY. Marlene Daudén (b. 1941 in Philippines) is a top dramatic actress 

known for Gumuhong Bantayog (1960), Salamisim (1968) and Milarosa (1965). 

This  St. Scholastica graduate is married to Ernesto Hernaez. Print Ad, 1965.

LUX Beauty Soap was introduced way back in 1925,  a luxury soap made with costly French perfume that was behind the beauty of some of the glamorous stars of Hollywood—including Elizabeth Taylor, Audrey Hepburn and Marilyn Monroe. 

Susan Hayward, 1953

Advertising showed ordinary looking women with direct references to lovely leading ladies from the era. It was the Philippine Refining Company (est. 1916, now Unilever Philippines), maker of familiar household items like Camia Cooking Oil, Ever  Fragrant Soap and Lifebuoy Health soap,  that launched the local Lux to the Philippine market in the early 50s.  By the mid 50s, Lux was a rising brand, a worthy competitor to Procter & Gamble PMC’s, Camay.

The first 50s black and white print ads featured both local and international movie stars. But in the 1960s, with J. Walter Thompson as the agency of Lux, advertising became more fresh and sophisticated, aligned with the U.S. campaign. Using Filipina movie stars as role models, Lux’s strategy was to build relevance by looking at beauty through the consumer’s eyes.  The print series that ran from the 60s to 70s featured these lovely celebrities who were then looked up as epitomes of beauty and elegance. 

Lux Lady,JOSEPHINE ESTRADA BROWN, 1965

Josephine Estrada (b.) was the Philippine representative to the 1962 Miss Universe Beauty Contest in Long Beach, California. She had also been  Miss Luzon (first runner-up) to Edita Vital in 1960 and was Miss Aviation of 1961. She became an actress and appeared in Apat na Kagandahan (1965), Gintong Recuerdo (1965) and Holiday in Bali (1962). 

Lux Lady, DAISY ROMUALDEZ, 1965

Daisy Romualdez (b. 1938) is a Filipino-Spanish actress who  starred in many Sampaguita Pictures productions including Silveria (1958), Si Darna at ang Impakta (1963), Show of Shows (1964)and Hinango kita sa Lusak (1967). Married to basketball player Manny Paner, she has two showbiz  daughters,Kristina and Danita Paner. Her sister , Blanca Gomez, was a well-known 60s star.

Lux Lady, MAGGIE DELA RIVA, 1966

Maggie de la Riva (b.1942) is a Filipino movie actress, who has appeared in about 40 films. She was also a former Miss Caltex candidate and also dabbled in commercial modeling.  She is best remembered for the sensational rape case in 1967 involving sons of affluent families who were eventually convicted and executed. 

Lux Lady, LIBERTY ILAGAN 1965

Liberty Ilagan (b. 1943) comes from a Philippine showbiz family which counts such luminaries as Director Gerardo de León (father), Robert Arevalo, Jay Ilagan (cousins), Tito Arévalo, Ángel Esmeralda, Eddie Ilagan (uncles). She was first married to Rod Ongpauco, a restaurateur, then to Carlos Lardizabal, a lawyer from Los Angeles, California.

Lux Lady, ROSEMARIE, 1968

Rosemarie Sonora (b. 1948) was a member of Sampaguita Pictures Stars ’66, a group of young love teams who appeared together in movies as Mga Bata ng Lagim (1963) and Jamboree 66. She was often paired with Pepito Rodriguez and Ricky Belmonte, whom she later married. Their children are: Sheryl, Renzo and Patrick Sonora.

Lux Lady, SUSAN ROCES, 1966

Susan Roces or  Jesusa Sonora (b.1941) is a superstar actress from the 60s. Bacolod-born Susan was known by several names—Manang Inday, Queenof the Philippine Movies, The Face that Refreshes.  She is the widow of action Fernando Poe, Jr. and mother of senator and presidential candidate,  Grace Poe. A sibling, Rosemarie, was also a 60s actress. She appeared in hit movies such as Amy, Susie and Tessie, Cover Girls (with rival Amalia Fuentes), and Patayin mo sa Sindak si Barbara. 

Lux Lady, AMALIA FUENTES, 1969

Amalia Fuentes (b. 1940), in her heyday, was the premiere star of Philippine cinema and was known as the local answer to Elizabeth Taylor.  She appeared in popular movies like Movie Fan (1956), Hahabol-Habol, (1957) and Ang Senyorito at ang Atsay (1963) She married her love team partner, Romeo Vasquez, with whom she had a daughter (+) Liezl, and later Joey Stevens, the father of her son Geric. A Muhlach, she is the aunt of actors Aga and Niño Muhlach.

Lux Lady, VILMA SANTOS, 1970

Vilma Santos (b. 1953), or Ate Vi, is a Filipino actress and politician. Launched in the 1963 movie “Trudis Liit” for which she won a FAMAS Best Child Performer Award, Santos was also known as Star for All Seasons,  Grand Slam Queen, and as the longest reigning Box Office queen of Philippine cinema. Santos is married to senator Ralph Recto and served as governor of Batangas, mayor of Lipa and now, Representative of the Lone District of Lipa. Her children  include Luis (with Edu Manzano) and Christian. 

Lux Lady, GLOIA DIAZ, 1975.

Gloria Diaz (b. 1951) is the country’s first Miss Universe, atitle she won in 1969. Adfter her reign, she became a movie star, appearing in “Ang Pinakamagandang Hayop sa Balat ng Lupa” (1975) and popularizing the so-called “wet scenes”. She has since proven herself to be an excellent actress, with major acting awards to her name.