456. JAIME BLANCH for PHILIPPINE AIRLINES “Shining Through” Jingle, 1986

CLASSIC PAL "Shining Through" Print Ad, shot at Casa Manila, , 1986

When the new campaign of Philippine Airlines was unveiled in 1986, local and international audience were thrilled to see the “Beauty of the Philippines”—from its beautifully-photographed scenic spots to the lovely Filipinas ever that appeared in the multi-awarded commercials prepared by Avia Communications.

SHINING THROUGH, Lyrics by Debbie Coloma

But many were also smitten with the music that was used to score the commercials, particularly the jingle, written by Debbie Coloma, composed by Russell Jones and sung by Jaime Blanch. He came from a performing family; actress Marita Zobel (aka Mary Ann Respall Blanch-Roxas), is his half-sister.

LISTEN TO JAMES BLANCH SING PAL JINGLE HERE, posted by betaxfer, 2012

Jaime Blanch was then a stage actor with Repetory Philippines who did musical plays like Pirates of Penzance. This led to advertising jobs—as an actor, voice talent and producer. His fine vocals was soon heard all over the airwaves, which led to a short showbiz career.

Blanch later did Miss Saigon with Lea Salonga at CCP, Les Miserables and Pirates of Penzance. He also was seen in a supporting role in “The Dolzura Cortez Story”, the first AIDS-themed film in the country starring Vilma Santos.

JAIME BLANCH, in 2020.

Blanch moved to the U.S. in 2003 at age 38, settling in California with his mother and sister, and then to Boston. He has a daughter, Sofia, with his partner Cristina, and continues to post his music videos on his FB page, which only means that performing is indeed, in his blood.

SOURCES:

Jaime Blanch FB Page.

Whatever happened to actor Jaime Blanch? By Dennis Clemente, https://entertainment.inquirer.net/90359/whatever-happened-to-actor-jaime-blanch-hes-in-watertown-of-all-places

Youtube video: Jaime Blanche singing a commercial jingle @ Ryan-Ryan Musikahan, posted by betaxfer1, 2012, https://www.youtube.com/watch?v=Y_OvR5c5GNw

208. Celebrity Endorser: AURORA MCKENNEY PIJUAN, Miss International 1970

MISS INTERNATIONAL 1970 AURORA PIJUAN

Just as Gloria Diaz was winding her reign as Miss Universe of 1969, Aurora McKenny Pijuan of Bacolod extended the winning streak of ur beauty queens when she won the 1970 Miss International title in Osaka, Japan on 16 May 1970.

IBA NA'NG MATANGKAD. Pijuan starred in a tar margarine commercial tha highlighted her height
advantage. "Magaganda sila..matatangkad...buti, ako rin..." so went the establishing opening copy.

The southern belle (b. 11 Nov. 1949)  daughter of Marcelo Pijuan and Lucielle McKenney. was a St. Scholastica student when she joined her first contest-- Miss Teen Philippines 1966 contest. She placed second behind Mary Jane Madamba.  Four years later, she joined the Bb. Pilipinas Pageant and bagged the Bb. Pilipinas-International title, alongside Simonette delos Reyes who won Bb.Pilipinas-Universe.

PAL INTERNATIONAL AD WITH OUR INTERNATIONAL QUEEN. 1970.

Au-au, as her friends called her, was sent to Osaka, Japan for the international contest, as a side event of the Expo ’70 of Osaka. She was singled out from among 47 beauties to succeed Valerie Susan Holmes of United Kingdom. Her runners up included Argentina (Margarita Briese), Australia (Karen Papworth), Toshie Suda (Japan) and New Zealand (Susan Greaves).  The initials of the countries that placed coincidentally spelled out J-A- P-A-N.

WATCH AURORA PIJUAN'S CROWNING MOMENT

AS MISS INTERNATIONAL 1970 HERE:

The tall Filipina beauty stood out for her regal bearing, and stunning mixed American-Irish-Native American-Filipino and Spanish features, scoring the first double win for the Philippines  in the popular pageant (Gemma Cruz had won the crown 6 years before).

ESKINOL GIRL AURORA, 1970

It is also interesting to note that when crowned at the Exposition Hall Fairgrounds,  Au-Au was wearing a beaded midi-dress (a mid-calf dress worn with a pair of pants) instead of a gown—a non-traditional outfit for a royal crowning. While in Japan, she graced the Philippine Pavilion in Osaka and created a sensation.

PIJUAN DOES PEPSI. ca. 1970. Her Miss Universe counterpart modelled for Coke. 

She received a welcome fit for a queen, with beau Tommy Manotoc, in attendance. She was greeted by the First Lady, Imelda Marcos, whose daughter, Imee, would be involved controversially with Tommy, a few years after her marriage to the top golfer and basketball coach. As Au-au refused to grant a divorce, Imee’s status was that of a mistress.

Her Miss International reign was so hectic that she lost weight and often fell sick due to lack of sleep. Still, she was the toast of her proud country, and appeared in a number of high-profile ads long after her queenly duties were over. She had actually dabbled in commercial modeling even before she became a national beauty figure, doing ads for Eskinol.

MR. & MRS.MANOTOC FOR LOYOLA LIFE PLAN, 1974.

Au-au went to Long beach to crown the new Miss International 1971, Cheryl Jane Hansen of New Zealand. Her Bb. Pilipinas successor, Evelyn Camus, placed 3rd in the finals. 

Au-au had two children with Tommy Manotoc—Mavis (now Fuentebella) and sportscaster TJ Manotoc. An activist who supports many political and social advocacies, the former beauty icon is a member of  Gawad Kalinga, that works for the upliftment of people’s lives in rural Philippines.

PITCHING FOR FILSYN. Pijuan in a Christian Cordero outfit, 1979 

SOURCES: 

Miss International 1970 Aurora Pijuan from the Philippines, via Manny Tonogbanua, posted Oct.  22, 2015. https://www.youtube.com/watch?v=QeoBAh7lQzc

57, Shining Through: PHILIPPINE AIRLINES

THE BEAUTY OF THE PHILIPPINES. "Casa Manila Classic" Print Ad. Photography: Sandro Tucci, 1986.

Shining Through: PHILIPPINE AIRLINES

One of the most successful and enduring campaigns of Asia’s first airline—Philippine Airlines—was conceived in 1986 by the fledgling Avia Communications, an agency formed by SSC&B Lintas Manila and Avellana & Associates to handle the airline’s international advertising.

Watch PAL'S "SHINING THROUGH" Launch TV60s.

The result was the memorable and award-winning “Shining Through” campaign with a theme that reflected the different facets of Filipino character and the airline: warmth, serenity, charm, hospitality and jazziness. This was beautifull expressed in the music of the ads—“The beauty of the Philippines is shining through”.

WATCH PAL'S "Shining Through" TV 30s.

The campaign came at a time when local headlines were carrying news of Aquino’s assassination, communist insurgency and poverty, so the beautifully-crafted commercials, print and radio spots were a refreshing celebration of all things positive about the Philippines. “Shining Through” presented the Filipino culture in style  as opposed to the clichés of wild, rugged ethnicity.

While the concept, layouts and rough editings were done in the Philippines, the rest of the production—from sound recording to photography and post-production –were done abroad.  Foreign editors and directors were also employed. “The job is global, so we would like our outlook to be global”, explained the late Bobby C. Caballero, Avia’s Executive Creative Director.

SHINING THROUGH: BANAWE RICE TERRACES, Print ad, 1987.

When the “Shining Through” campaign was launched in 1986, it created a major sensation both here and abroad. The first was when its ads (both local and international versions) competed against the best at the 10^th Philippine Advertising Congress and triumphed over multinational industry leaders by winning a record-breaking 24 Awards of Excellence. 

SHINING THROUGH: BEAUTY OF THE PHILIPPINES,Print ad, 1989.

In 1988, Avia won Best Poster Campaign at the Asean Tourism Forum and 4 awards at the Creative Guild’s Ad of the Year . The next year, , the still-running campaign bagged 3 Anvil Awards, and its print series “Casa Manila Classic” was adjudged Best Print Campaign at the 16^th Asian Advertising Congress in Pakistan. “Shining Through” also reached the finals of the Clio Awards in New York for TV Advertising. The campaign was also written about in international magazines like Time, Newsweek, and Wall Street Journal.

WATCH PAL'S 2016 Miss U Pia Wutzbach

"Shining Through" TVC here:

Avia Communications has long been dissolved, but its “Shining Through” legacy endures; the campaign theme and jingle are still heard today, in all-new 2016 PAL commercials that continue to keep the travel and tourism in the Philippines flying high!

CREDITS:

AGENCY: AVIA COMMUNICATIONS

ADVERTISER: PHILIPPINE AIRLINES

EXECUTIVE CREATIVE DIRECTOR: Robert C. Caballero

CREATIVE DIRECTORS: Bogie Gallardo

COPYWRITER: Debbie Coloma, Bambina Olivares, Russell Jones

ART DIRECTOR: Janau Saldariega
PRODUCER: Russell Jones

 ACCOUNTS: Tom Banguis Jr., Manny Gutierrez, Chinky Veloso

Source: de la Torre, Visitacion. ADVERTISING IN THE PHILIPPINES, its Historical, Cultural and Social Dimensions. Tower Book House, Manila. (c) 1989, pp. 124-127.

youtube Videos: Planefreak (uploaded 30 May 2006) / epneri1969 (uploaded 4 June 2012)