296. Where Are They Now? THE MANOEUVRES of CO.B Perfect Company, 1994

 COMPANY B TRADE AD FOR ISETANN,1994

In the late 80s and 90s, the MANOEUVRES were one of the hottest male dance groups in the country, along with Streetboys and Universal Motion Dancers. Established  in 1984 as WEA Dynamics, and later Octo-Manoeuvres, by WEA Records, the original dancers-- Uriel Policarpio, Ronnel Wolfe , Jon-Jon Supan, Rene Sagaran and Jojo Lapena—promoted music records by way of dance on TV and in events.  Brothers Jason and Joshua Zamora, and Jon Cruz later joined the group.

The dancers gained notice when they supported Gary Valenciano in his blockbuster major concert “Pure Energy” at the Folk Arts Theater in 1987. Their career as male dance group would be linked with Gary V, when Genesis Entertainment—a talent management group under  Gary’s wife, Angeli Pangilinan—signed them up. They became simply known as MANOEUVRES.

The MANOUEVRES took the concert scene by storm with their participation in the concerts and other events of the country’s biggest and most popular entertainers—from Regine Velasquez, Sharon Cuneta, Jaya to Martin and Pops. But it was with Gary V that they were most associated with; head choreographer Uriel Policarpio choreographed many of the “hataw” moves that the energetic singer  did in many of his concerts.

The group became visible in TV dance shows, noontime programs and even had stints in Southeast Asian countries, Canada, U.S., Italy and East, performing for the overseas Pinoy market. In time, the MANOEUVRES were holding their own dance concerts (even a 25^th anniversary concert)  that were always sold out.

With the measure of fame the group achieved, the MANOEUVRES managed to snag a few commercial endorsements  that included blue chip clients like Magnolia, Royal Tru-Orange and Coke. One fashion brand they also promoted in 1994 was CO.B (COMPANY B. )  a flagship brand of Tri-Union International, a big apparel company that created a youth line of denims and tops.

Four members—Uriel Policarpio, Jonjon Supan, Jason and Joshua Zamora appeared in trade ads of CO. B, on leading newspapers and magazines. They were  featured in a TV 30s  spot ,”Voices/Dances/Strings”, which became a Creative Guild Ad of the Month in 1994. The commercial was created by Hemisphere-Leo Burnett, led by Creative Director Maun Bondoc, Lilit Reyes and Betsy Baking.

Many of the members used their showbiz exposure to venture into other fields like Acting and directing, in the case of the Zamora brothers. Jon Supan became a managing Director of Hotlegs. But almost all of the original members including Uriel Policarpio (who fully recovered from a quadruple bypass)  and Rene “Mr. Flex” Sagaran continue to be involved in dance, conducting workshops and choreographing numbers for shows.

UPDATE! The 4 MANEOUVRES Today

The MANOEUVRES are still very much around and active today, with new generation members. Their FB group states that they are now under the management group of Artistation, Inc., handler of some of the biggest names in show business today.

SOURCES:

Photo Updates: FB Maneouvres FB Page

Photo Co.B. 1994 Souvenir Program Creatuve Guild Ad of the Year

Retro-5: Memorable Dance Groups in Recent History, 

https://starcinema.abs-cbn.com/2014/4/21/news/retro-5-memorable-dance-groups-in-recent-history-4420

60. PHILIPPINES IS MARLBORO COUNTRY

THE PHILIPPINES IS MARLBORO COUNTRY. The local adaptation of the immensely-successful Marlboro advertising campaign featured familiar scenic spots like lakes in exotic Zamboanga, Banaue Rice Terraces, Taal Volcano and Manila's skyline--instead of rugged Western frontiers. 1965.

MARLBORO MAN.
Pix: philosophyofshaving. wordpress.com

Marlboro Cigarettes of Philip Morris  gave the advertising world the most iconic brand image of the century—the Marlboro Man—the macho and rugged American cowboy that catapulted the cigarette brand as the best-selling cigarette in the world.

The Marlboro Man campaign was a sharp detour from the 50s beginnings of the brand, when Marlboro was advertised to appeal to women smokers with a taste that’s as “mild as May”.

The agency Leo Burnett, in its attempt to expand the appeal of Marlboro, created the masculine icon accompanied by the slogan “delivers the goods on flavor”.

The campaign was an immediate success, and the Marlboro Man was rolled out nationwide in the U.S. in 1955, resulting in sale of over $5 billion, an astounding 3,124% increase from 1954.

The agency then shifted to other manly types—from tattooed men, devil race car drivers and ball players—all of which proved to be effective.

WATCH VINTAGE MARLBORO COUNTRY

COMMERCIALS HERE.

The cowboy character however, came back in 1964—in a new mythical environ---the Marlboro Country, where these virile men in white hats rode their horses into the sunset, sat quietly before campfires, with flames crackling, an open Marlboro pack in their hands. The slogan was an invitation to "Come to where the flavor is”. The memorable soundtrack music was actually from the 1961 movie "The Magnificent Seven",  composed by Al Caiola. The version of Oscar award-winner Henry Mancini became very popular. 

MARLBORO MAN trailblazing in Taal. Print Ad. 1966

The Marlboro Man in Marlboro Country was launched in the Philippines at the beginning of 1965. It made use of images of the American cowboy considered by Leo Burnett as "an almost universal symbol of admired masculinity.”

The Marlboro Country settings, however, were localized, perhaps to connect with Filipinos. Instead of  America’s wild frontiers, the Marlboro Man was seen marveling at the world’s smallest volcano in Taal , viewing  the vintas of Zamboanga, contemplating the wonders of Banaue Rice Terraces and watching the high rises of modern Manila.

MARLBORO MAN at the World's 8th Wonder-Banawe Rice Terraces,1966

The print ads were obviously re-composed, but the bizarre visual anachronisms did not matter to the Filipino consumer—the local adaptation of the U.S. campaign was a blockbuster hit, sending hordes of  consumers huffing and puffing Marlboro sticks.

The ominous health care warnings against cigarettes as a cause of lung cancer were publicized in 1957. But even when cigarette advertising was banned from TV in 1971,  the Marlboro Man continued to fuel the growth of the brand, By 1972, Marlboro was the No. 1 tobacco brand in the world.

MARLBORO MAN gets lost in the concrete jungles of Manila. Print ad, 1965.

But more upheavals were coming as anti-smoking movements spread all over America. A Master Settlement Agreement in the 1990s abolished outdoor advertising for cigarettes.  Then , the Food and Drug Administration won regulatory control over the tobacco industry that led to the limiting of sale of branded merchandise, the banning of sports and entertainment sponsorships, and youth market targeting.

It was just a matter of time that the Philippines followed suit. On 23 June 2003,  Republic Act 9211 or the "Act Regulating the Packaging, Use, Sale Distribution and Advertisements of Tobacco Products and for Other Purposes" was by Pres. Gloria Macapagal-Arroyo. In 2007, TV,  radio, movie theaters and outdoor advertising were banned, and in 2008, event sponsorships. The law also prevents celebrities from endorsing tobacco products in advertising. Promotion is limited to point-of-sale and sari-sari store and  in select establishments like restaurants, bars and billiard halls.

MARLBORO MAN RETURNS, Back Cover, April 2000 issue of LIFE Magazine.

The Marlboro Man – a commercial icon both revered and reviled and revered—continues to make its presence felt  in the U.S. today, albeit not in traditional mainstream channels but in direct-to-consumer communications.

A sad postscript to the campaign were the deaths of models David Millar (d.1987, age 81), Wayne Mclaren (d.1992, age 51), David McLean (d.1995, age 73), and Eric Lawson (d.2014, age 72) who all appeared as Marlboro cowboys in countless Marlboro Country ads. They all passed away from cigarette-related lung diseases.

ERIC LAWSON, Marlboro Man from 1978-1981, died of chronic
obstructive pulmonary disease caused by smoking. Picture source:
http://www.latimes.com/nation/nationnow/la-na-nn-marlboro-men-20140127-story.html