461. 2010 Kidlat Ad of the Decade: McDONALD’S “Karen/Lolo” TVC 45s’, 2001

McDo's Most Memorable "Karen/Lolo" TVC, Hemisphere-Leo Burnett, 2001

In 2001, Hemisphere-Leo Burnett produced a TV commercial for its client McDonald’s that departed from the usual “good time, great place, great taste” executions that depicted happy folks, delightful kids, smiling customers in a fun-looking place, with a memorable jingle to match.

The 45 seconder “Karen/Lolo” ad  touched  millions just by showing a quiet, simple interaction between an aging grandfather and his favorite granddaughter Karen. Slightly peeved for being called by a different name by the grandfather with a failing memory, Karen’s attitude changed when the grandfather wraps half of the burger to save it   “para sa paborito kong apo….Karen”.

WATCH McDO'S "KAREN/LOLO" AWARD-WINNING TVC HERE:

(TVC courtesy of 4 As Philippines' youtube channel)

The iconic commercial was one of the most multi-awarded ads in history. In 2002, it earned a PILAK AWARD  from the 4As Philippines, as one of the Top 25 Classic Ads from the last 50 years.

KAREN/ LOLO, PILAK Awardee, 2002

At the 1^st Kidlat Ads of the Decade presented by the Creative Guild of the Philippines in 2010,  McDonald's "Karen" TV by Leo Burnett, shared honors along with Philippine Daily Inquirer  "Volcanic Ash" print ad by Ogilvy & Mather and Lotus Spa "Traffic Therapy" radio ad by JWT. The ads were chosen from the Ads of the Year, from 1999 to 2009.

Internationally  "Karen/Lolo” was the first Philippine ad to win a Gold Lotus in the ADFEST.  This unique award is given to works that embody local values whether in terms of culture, religion, beliefs, traditions, language, insights, or context.

 CREDITS:

CLIENT: McDONALD's Philippines

AGENCY: Hemisphere-Leo Burnett

Creative Director: Richard Irvine / Edsel Tolentino

Copywriter: Sheila dela Cuesta/ Art Director: Mike dela Cuesta / Joel Eudela

Producer: Irene Chingcuangco / Talent Caster: Abbey Young/ Jonathan Herr

PRODUCTION HOUSE: Production Village

Director: Thierry Notz / Cinematographer: Larry Manda

"KAREN” AND “LOLO”, Then and Now

Karen de los Reyes. The character “Karen” was played by a fresh-faced 17 year old talent, Glomirose Amor de los Reyes (b. 29 Sep.1984), a St. Benilde student. Glomirose was lured by GMA Networks to join its roster of talents and it was no surprise that she adapted the screen name Karen delos Reyes”.

She was first signed up for the youth series “Click”, and went on to bigger projects, joining the reality show “Survivor Philippines” and appearing as Savannah in the blockbuster fantasy, “Mulawin”. 

Now 39, she is a single mom with a son, Gabriel Lucas, and continues to be active on TV.

Rudy Francisco. The grandfather role was essayed by 79 year old lawyer and actor Rudy Francisco (b. 4 Sep. 1922), younger brother of matinee idol, Fred Montilla. While still a Far Eastern University law student, the younger Francisco moonlit as an actor, making abiut 10 movies during his short showbiz stint (1951-54). He was known for “Teniente Ramirez”, “May Araw Pang Darating” (with Gloria Romero) , “Buhay Pilipino”and Binibining Kalog (with Lolita Rodriguez). He later lawyered for Sampaguita Films.

Rudy’s son is the businessman, commercial director, film-tv-stage actor Raymond Francisco, better known as RS Francisco. Lolo Rudy passed away on 8 May 2019 in Manila, at the venerable age of 96.

 SOURCES / CREDITS:

Photo of Karen delos Reyes, GMA Network

Bios of Karen delos Reyes and Rudy Francisco, Wikipedia

4 AS Philippines youtube channel: https://www.youtube.com/watch?v=yzLM8oBbIs

315. Celebrity Endorser: LVN Pictures’ MARITA ZOBEL for Lifebuoy, Scott’s Emulsion, Buttercup and McDonald’s

 

MAGNOLIA BUTTERCUP, with endorser MARITA ZOBEL, 1975

Iloilo belle Mary Ann Blanch (b. 18 Jun. 1941)) was an avid fan of Gloria Romero which inspired her to join showbiz via a talent contest. At the height of the “troubled juvenile delinquent teens” era, LVN Pictures launch a talent search for a “Good Girl”,  to star alongside Lou Salvador Jr., touted as the ‘James Dean of the Philippines’ for his launch film, “Bad Boy”.  The Ilongga bested 300 applicants and clinched a supporting role in the 1957 movie, under the name “Marita Zobel”.  

The Manuel Silos drama bagged the Famas best picture and best story trophies. It also competed at the 10th Berlin International Film Festival in Germany, and was exhibited at the 1960 Asian Film Festival in Tokyo, Japan.

 Portraying sweet virginal types, Zobel gained the attention of critics in“Biyaya ng Lupa” (1959) directed by Manuel Silos. As Angelita, a rape victim who suffered mental trauma, Zobel was nominated for the best supporting actress award at the Famas; the film itself won Best Picture and Best Story trophies.

 Marita’s  fresh wholesome beauty snagged her a LIFEBUOY SOAP contract for a series of print ads in 1961, alongside another heartthrob, Robert Campos, with whom she was also paired and romantically linked.  

In the 1970s, she continued to appear  in at least 2 commercials—one for BUTTERCUP, a Magnolia brand of fresh, premium margarine. Her wholesome ‘young mother ‘ image served her well as she also was seen in a SCOTT’S EMULSION print series that included contemporary celebrity moms like Nida Blanca, Amalia Fuentes and Tita Duran.

LIFEBUOY AD, Marita Zobel with Robert Campos, 1961

She found more fame when she transitioned from film to TV, joining the cast of “’Naku Po!  Tatang!” in 1982, with Leroy Salvador,  Bentot Jr., and father Bentot. The sitcom enjoyed a measure of success and lasted until 1986.  During these time, she was also active in movies, many of which were Sharon Cuneta starrers for VIVA Films

SCOTT'S EMULSION Marita Zobel AD, 1971

It would be over 20 years before was seen again—this time in a grandmother role for a memorable McDONALD’S commercial that came out in 2013. In that endearing TVC, she played a granny, singing Petula Clark’s 1960s hit, “Downtown” while making herself up. All along, her little granddaughter aped was by her side, aping her every move, including her singing.

 WATCH MARITA ZOBEL IN THIS McDO TVC

DOWNTOWN TVC, 2013

Today at 79, Marita Zobel  still makes choice appearances  on TV. Her latest  was in the cast of  the telenovela “The Story of Us” (2016, Channel 2), and a recurring role in “Destined to be Yours (2017, GMA 7). She is a half-sister of 1990s singer-stage actor Jaime Blanch, and grandmother of Miss Universe Philippines 2020 1^st Runner up Ysabella Ysmael.

SOURCES:

Colored Vintage Picture of Marita Zobel: VIDEO 48

Marita Zobel, 78, urges elders in show biz to be prayer warriors by Marinel Cruz, Philippine Daily Inquirer / 12:40 AM April 14, 2020 https://entertainment.inquirer.net/371441/marita-zobel-78-urges-elders-in-show-biz-to-be-prayer-warriors

McDo Philippines TVC 2013 Lola and her little apo sing 'Downtown' [HD], uploaded by Allan Franco Ocal, 26 Sep. 2013. https://www.youtube.com/watch?v=X9ne2GW0MDM