464.TOP 10 Advertising Models for 1988: CARMINA VILLAROEL, for "Jollibee Good Girl” TVC, 1988

12 YEAR OLD CARMINA VILLAROEL, in her debut JOLLIBEE TVC

Many actors and actresses have taken the “commercial route” to a career in showbiz, going to casting auditions conducted regularly by ad agencies in the hope of snagging any role for a TV appearance. One of those who made it in her early try was CARMINA VILLAROEL, who was just 12 when she was cast by Basic FCB for a Jollibee Commercial in 1988.

CREATIVE GUILD'S TOP ADVERTISING MODEL, 1988

Caster and future ad director Mario Sarmiento put her up for a lead role in the "Jollibee Good- Girl” TVC, that called for pre-teen talent with an angelic, innocent face, capable of demonstrating hopefulness, disappointment, surprise, and then sheer enjoyment and gratefulness, all in 45 seconds

The Jollibee clients approved Sarmiento’s talent recommendation and that’s how Carmina came to star in a Jollibee ad that shows her being left out by his “kuya” and his gang, who were out to paint the town red. She sits down, dejected and alone. But her “kuya” –after seeing her sad as they drove away—realized his little sister’s disappointment. He turns back, collects her and brings her to Jollibee along with his gang, where she had the most delightful moment –with all the good things she was hungering for—attention, acceptance, inclusion, and yes, food that pleases!

JOLLIBEE GIRL CARMINA, 1988

The Jollibee not only caught the attention of many TV viewers but also the members of the jury of the Creative Guild who were tasked with selecting the Top 10 Ad Models for 1988.  Carmina Villaroel easily got a place among the winners (that included RJ Ledesma, Michael Alfers, Ricky Francisco, who all tried showbiz) who were awarded during that year’s Ad of the Year finals held on 30 Aug. 1988 at the Metropolitan Theater in Manila. 

COVER GIRL CARMINA, with Robert Ortega of "That's Entertainment"
MR & MS. Magazine Cover, 1989

Influential movie producer Lily “Mother Lily” Monteverde, head of Regal Entertainment,  also saw Villaroel in the commercial and sought her out, trained her, and set her on a showbiz career that would propel her to stardom—churning out hit movies of all genres like ”Tiyanak”, “Regal Shocker”, “Dyesebel”, “Shake, Rattle and Roll II“, Hindi Kita Malilimutan”, “Kahit Mabuhay Kang Muli”, “Hanggang sa Huling Hininga”, among others. Villaroel also had a flourishing career on TV beginning with "That's Entertainment",  sitcoms "Palibhasa Lalake", "Chika Chika Chicks", and the noontime show, "Eat Bulaga". 

CARMINA and husband ZOREN LEGASPI, in a Jollibee commercial.

When she came of age, she married Rustom Padilla, her love team partner in such movies as “Maruja” and “Hindi Magbabago”. Their marriage was annulled in 2002, and in 2012, Villaroel married actor Zoren Legaspi in 2012. They have twin kids, Mavy and Cassy, who are currently, both young showbiz personalities.

                               

               WATCH THE LEGASPI FAMILY IN A JOLLIBEE TVC HERE:

Villaroel would be inextricably associated with Jollibee, such that when the twins came of age, Jollibee signed up the whole Legaspi Family in 2014 for a series of commercials beginning with one that alluded to Villaroel’s past iconic commercial. They also starred in other Jollibee product and seasonal ads (Jolly Spaghetti, Chickenjoy, Magbigay ng Joy). Villaroel’s Jollibee adventure had come full circle with her return to these ads.

CARMINA VILLAROEL with hsuband Zoren, children Mavy and Cassy.

 SOURCES:

Carmina’ s Old Jollibee Commercial” TVC: https://www.youtube.com/watch?v=40uq3CExmwk, uploaded by Lola Mendez,

Carmina Villaroel,  Jollibee Commercial, https://www.youtube.com/watch?v=1UOKQBUs85c, uploaded by asianzMT28, on Aug 9, 2014.

1988 Creative Guild of the Philippines Souvenir Program

1989 Mr and Ms. Magazine

Screen grabs from Jollibee commercials, Jollibee Philippines 

442. Pilipino Advertising Klasiks (PILAK 2002): JOLLIBEE “Lola” TVC , 1987-88

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.

 CREDITS:

AGENCY: BASIC ADVERTISING

CD/ COPYWRITER: Boy Leuterio

ART DIRECTOR: Mario Serrano

PRODUCER: Aton Roxas

CASTER: Eric Munchua

DIRECTOR: Vitt Romero

MUSIC: Charo Unite

PRODUCTION HOUSE: Salon Films

 SOURCES:

Natividad “Naty” Crame-Rogers,Philippine Thetaer Legend, 98 https://varsitarian.net/circle/20210225/natividad-naty-crame-rogers-philippine-theater-legend-98

Minyong Ordonez Youtube channel, https://www.youtube.com/watch?v=RWjaj8sDU9A

4 A’s youtube channel: https://www.youtube.com/watch?v=hGA6lRJVdRg

 

428. Creative Guild Print Ad of the Month for May 1984: JOLLIBEE "THE CHAMP" Langhap-Sarap

BIG LANGHAP SARAP WINS BIG! Creative's Choice for May 1984

The CHAMP “Langhap-Sarap” ad was an introductory campaign of Jollibee ‘s new product intended to be the top of Jollibee’s line of hamburgers and a major competitor of McDonald’s Big Mac. Having noticed that Jollibee is the only hamburger in the country that has a nice smell. Basic’s creative group led by creative director Minyong Ordoñez emphasized this aspect and came up with “langhap-sarap”, which literally means “smell good”. Furthermore, it dramatized the taste superiority of the CHAMP, it having a cooked-in taste that is not present in American burgers. The CHAMP patties boast of being not just plain patties but complete with seasonings, onions, and even enriched with egg.

 “Sapin-sapin ang sarap” was used to introduce the CHAMP’s other fillings like lettuce, tomatoes, pickles, mayonnaise and catsup. Each new ingredient was color printed for emphasis , were pasted together, before finally shot into a transparency, the end result of which is the colored ad of “Chomp, chomp, the CHAMP”.

 CREDITS:

ADVERTISER: JOLLIBEE CORP.

AGENCY: BASIC ADVERTISING

Creative Director: Minyong Ordoñez / Art Director: Roy Babia

Account Executive: Achie Sy / Print Producer: Gerry Arellano

Photographer: Eddie Go / Food Stylist: Lydia Go

SOURCE: ARAL Newsletter issue 1984

 

314. Behind the Scenes: JOLLIBEE’S “PASALUBONG” aka “JENNIFER” TVC, 1991

PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.

The unforgettable fastfood commercial that sold hundreds of thousands of Jollibee products also sold thousands of Coralyn dolls---the same doll brand featured prominently in the TVC.

The commercial , originally entitled “Pasalubong”,  was the brainchild of the Jollibee  creative team of Basic Advertising, renown for creating “very Filipino” commercials.

WATCH JOLLIBEE'S "Jennifer" TVC here:

The venerable Minyong Ordoñez, being Basic's Chief Creative Officer, oversaw the creation of the campaign written by veteran Kiko Gargantiel. The theme of the one minute-commercial revolves around the domestic challenges faced by busy working couples, particularly a mother, who has to leave her child (Tricia)  at home in distress over a missing doll, Jennifer. Feeling guilty, she reassures her daughter that she will find her doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll is found, and the family celebrates with a Jollibee eating spree.

The project was assigned to production house Electromedia. Chosen to direct the TVC was rising star director Mandy Reyes, who had previously worked on minor projects before being given the chance to handle a major production for an icon brand, Jollibee. Mae Paner ( now recognized more as Juana Change) was assistant director for the October 1991 shoot date.

 He remembers the project briefing. “In the original board,  the child was missing a pet cat—instead of a doll.  But at that time, the “pusa sa siopao” story was going around so, a ragdoll replaced the pet”.

The child talent who portrayed Tricia was  5 year-old  Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”, and who kept calling out her name “Jennifer”, in a tone so touching, it moved many viewers and led to a high TV recall.

Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept on telling her—“isa pa, isa pa, isa pa. Na medyo makulit na ko, then she just broke down crying while saying the line”. Needless to say, the director got his perfect take and called it a wrap.

The commercial was aired to a rousing reception. Children imitated Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!

TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol"
Screen grab: Courtesy of retrovologs.

Listen to "Jennifer", from "Wag kang Gamol"

It is claimed that many baby girls born in late 1991 (when the ad was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.

As for “Jennifer”—she is still around, secured in a glass case in the home of Direk Mandy Reyes, who spirited her away after the shooting!

 SOURCES:

Info provided by Direk Mandy Reyes

Old Jollibee Commercial, uploaded by Michael Bochog, Dec. 12, 2013. https://www.youtube.com/watch?v=mPmMsK6B9Xo

Andrew Ford Medina: Wag Kang Gamol, youtube https://www.youtube.com/watch?v=njB9rDxC4t4, uploaded by RETRO Vlogs, April 17 2020

Andrew E.,Tricia Coronel, Dennis Padilla | Jennifer, https://www.youtube.com/watch?v=_NIK4uIYlA0, Uploaded by E’ckam Dec. 25, 2018

Special Thnaks to Ralfyman. 

260. THE END OF THE CHAMP: Jollibee's “BIG LANGHAP-SARAP” Burger, 1984-2019

THE LAUNCH AD OF JOLLIBEE CHAMP, 1984

In 1984, Jollibee launched its biggest challenge to knock-out McDonald’s big burgers led by its Big Mac and its Quarter Pounders. And so, the CHAMP became available that year in all stores—“the BIG Langhap-Sarap Burger” to match big appetites.

The CHAMP print ad showed the “anatomy” of this newest burger, that was packed and crammed with great taste—“sapin-sapin ang sarap”, as the copy proclaimed.

WATCH Jollibee CHAMP Extra Big 2008 TVC:

The ad pointed out that the  CHAMP was made with “hot and hungry size sesame bun, fresh and green lettuce, tangy, snappy pickles, a touch of creamy mayonnaise, ripe Baguio tomatoes, rich, thick catsup for taste, egg enriched 100% pure beef, soft and hot bun”.

The CHAMP became a big hit among Jollibee habitués , and for many years, had its own promotions and  TV advertising. For many years, CHAMP endured, and in 2009, even became extra-big when the patty was increased to 1/3 pound of 100% pure beef.

WATCH Jollibee CHAMP 2012 TVC 30s

featuring actor Mikael Daez in his first commercial:

Inexplicably, Jollibee stores were informed by the management through a memo circulated in early December that the CHAMP Burgers will no longer be sold, after the available stocks are used up.

Beginning January 1, 2020, CHAMP—and the also popular Big Burger Steak—were pulled out of the menu, leaving the double patty  Cheesy Deluxe Yumburger, as Jollibee’s biggest burger. There is no word yet if another big burger will replace the CHAMP, which, for nearly 2 decades was considered a “perfect match” to the hearty appetites of Filipinos.

CREDITS :

AD AGENCY: Publicis Jimenez Basic Advertising

CLIENT: Jollibee Corporation

 For the Champ/Mikael Daza TVC: 

CREATIVE DIRECTORS: Alex Castro

ART DIRECTOR: Joel Eudela

ACCOUNT EXECUTIVE: Tobias Bernardo

PRODUCER: Noel Enriquez

FILM DIRECTOR: Stephen Ngo

PRODUCTION HOUSE: Pabrika

SOURCES:

Jollibee Champ Extra Big:https://www.youtube.com/watch?v=KNMkBMSwDyM, Uploaded by SamantharoseLarryjoe, June 16, 2009.

Mikael Daez (Jollibee Champ) : https://www.youtube.com/watch?v=0kvzHB9_LVw, Uploaded by Mercator TV, Aug. 23, 2012

187. THE 1st JOLLIBEE YUMBURGER LAUNCH AD, 1978

THE YUMBURGER LAUNCH AD, showing an early Jollibee mascot.1978

Jollibee was just three years old when it began advertising in 1978. From a small Magnolia Ice Cream parlor put up in 1975 in Cubao, the visionary Tony Tan Cak Tiong, turned his dessert shop into a fast food restaurant, and the rest is history.

By April of that year, Jollibee was operating 8 stores in Manila: 4 in Cubao, 2 in Quiapo and 1 each in Greenhills and the University Belt.  The core offerings were burgers, and the flagship product was the YUMBURGER.

Jollibee YUMBURGER was a basic burger consisting of two buns that sandwiches a 100% beef burger patty slathered with a special dressing. It was a no-fuss, no-frill burger that nevertheless, delighted its market that had a taste nor just for good food, but also value for money. Indeed, “the hamburger with a double yum” was just priced at Ph.2.95!

The YUMBURGER was introduced in colored print ads mostly in weekend and women’s magazines in the first quarter of 1978. The print ad, whose maker or origin is unknown, was noteworthy for a lot of reasons.

It marked the first appearance of the bee mascot as the presenter of the YUMBURGER. It looked more like an insect than the friendly, chubby Jollibee mascot that we know now (Jollibee consultant Manuel C. Lumba is credited with conceptualizing the vest-wearing bee with a chef hat. Likewise, revising the restaurant’s name to”Jollibee”).

The origin story of YUMBURGER was also romanticized to appeal to children—the ad claims that YUMBURGER was created in Yumburg, “a place between here and nowhere”, pople by fairy-tale like characters.  In any case, YUMBURGER offered “Pure beef. Pure pleasure.Pure goodness. No cereals”.

To underscore the importance of YUMBURGER to the nusiness, the early Jollibee stores were even branded “JOLLIBEE YUMBURGER”. As the world knows, Jollibee dealt McDonald’s, an American brand, a big blow, and today, continues to lord over the local market as the the country’s leading fastfood chain. It has grown exponentially, expanding with branches the world over—the U.S., Southeast Asia (HK, Taiwan)  Middle East, Canada, Italy in Europe. All because of the burger that started it all—the YUMBURGER!

SOURCES
Photo of Jollibee store: https://filipiknow.net/jollibee-interesting-facts-and-trivia/

https://www.jollibee.com.ph/about-us/milestones-history/

160. THE MASCOTS OF JOLLIBEE, 1980-2008

Mascots have been part of the advertising world for over a century, like Mr. Peanut and Jolly Green Giant. They personify the character of the brand—and they may come in many forms such as super humans, fantastic creatures, animals—and in the case of JOLLIBEE—an insect!

JOLLIBEE IN 1983

It was only in the 1980s that the use of “live” mascots was fully exploited by Philippine advertisers, thanks to the JOLLIBEE MASCOTS.

Before that, Philippine brand characters from the 50s -70s like Nars Cafi (of Cafiaspirina), Shellane Girl (of Shellane LPG) and Pancho Pantera (of Pancho Pantera chocolate drink) all were one-dimensional figures that saw print on posters and ads, and animated on TV like cartoons.

The mascots of JOLLIBEE not only fed the fantasy of children, but because they were so life-like, they could interact with them in many fun moments.

In a special way, the JOLLIBEE mascot became role models too, for each one was created with different characteristics to reflect the various product qualities. But all were likeable and appealing.

JOLLIBEE in 1989

The lead mascot of JOLLIBEE Foods Corporation was , of course, JOLLIBEE, introduced in 1980. His name says it all—JOLLIBEE is a happy, loveable, active figure who flits from one place to another to spread merriment on everyday occasions.  

JFC Founding Chairman, Tony Tan Cak Tiong, has often likened the mascot's character to the Filipino working folk, noting that the bee "hops around and produces sweet things for life, and is happy even though it is busy".

Ms. CHICKEE, the brand mascot for Chickenjoy, was introduced in 1983.

That same year, the mini-skirted bovine beauty,  LADY MOO, was launched to represent the Milkshakes product.

She would be joined in 1985 by MICO, a kid in red short overalls wearing a milkshake cup for a cap. All three would later be discontinued.

The fastfoods’premium burger, CHAMP, also had a mascot with the same name, introduced in 1984. With a hamburger head, CHAMP was dressed as a boxer, complete with gloves and a robe, but, like a boxer, the mascot,  has also been retired.

JOLLIBEE MASCOTS FAN ART
https://sean-the-master.deviantart.com/art/vintage-jollibee-mascot-fanart-121636410

MR. YUM was the original name of the Yumburger mascot, created in 1989. Dressed in a dark suit, he wears a bowler hat in the shape of a Yumburger bun. In 2008, he was updated and became simply YUM, a younger, more funky boy in a raglan shirt and shades, but with the same, sesame seed-topped burger cap.

TWIRLIE was the name of the girl mascot who personified the very popular Twirly Sundaes that were launched way back in 1988. In mall shows, she performs her own special Twirly Dance.

JOLLIBEE MASCOTS, THEN AND NOW.
https://echo-marav.deviantart.com/art/JOLLIBEE-CHARACTER-MASCOTS-636409322

An unusual mascot was seen in 1984, who sported his stringy hair made from—spaghetti noodles. HETTY, the resident spaghetti mascot, was nonetheless, a consistent crowd favorite.

But if HETTY seemed unusual with her noodle ‘do, POPO looked awfully strange with his stringy hair made from—French Fries! The potato boy has since transformed into a less weird-looking dude, with the cardboard pocket holder taken off his head.

JOLLIBEE has successfully employed mascots as promotional vehicles, and they are always in demand not only for the Kiddie Parties, but also for corporate events. Christmas time is when their mascots are at their busiest, where they not only attend partie but also go on school tours, headline musical events, star in commercials, and make special TV appearances. Children would crowd around to touch them, talk to them, pinch them, pat them, adore them-to the point of hero worship.

WATCH THE JOLLIBEE MASCOTS HERE:

Jollibee (Apat na Dekada), posted by Glover Reselosa

They have been replicated as toys and dolls, featured on licensed merchandise from clocks to plates to pillows and lamps, clothing and school bags.

JOLLIBEE MASCOTS IN OPERETTAS THAT EDUCATE AND IMPART VALUES, 1987

As the characters are also used to promote various advocacies—from propagating Pilipino as a language, imparting local values,  to endorsing sanitation and cleanliness programs—the mascots have to conduct themselves in certain way, guided by a Jollibee Manual which has a mascot code of do’s and don’ts.

COLLECTBLE JOLLIBEE MASCOTS VINYL TOYS, credits to the owner of this photo

Today, the JOLLIBEE MASCOTS have all become part of the Philippine pop culture, and there is not a single kid who cannot, at once, identify him and his circle of friends.

JOLLIBEE MASCOTS AT A KIDDIE PARTY

 After all, they could always be counted on to spread fun,good times and great eats! As  one Jollibee fan astutely observed --“JOLLIBEE is not a bee..he is a FRIEND!”.

SOURCES:

De la Torre, Visitacion R. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions, Tower Books Houe, © 1989, pp. 97-99

Vintage Jollibee Mascots: https://sean-the-master.deviantart.com/art/vintage-jollibee-mascot-fanart-121636410

Jollibee Mascots, then and now: https://echo-marav.deviantart.com/art/JOLLIBEE-CHARACTER-MASCOTS-636409322

Jollibee (Apat na Dekada), https://www.youtube.com/watch?v=Szi468pAdCI, uploaded by Glover Reselosa, Jan. 11, 2018.
Superbrands, Vol. 1, 1999
Mendenhall, John. Character Trademarks, 1990
Jollibee, wikipedia