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

445. Pilipino Advertising Klasiks (PILAK 2002) SPRITE “Japorms” TVC 30s, 1999

In 2002, the PILAK Awards were instituted by the Association of Accredited Advertising Agencies of the Philippines (4 A’s) to determine the top 25 ads from the last 50 years, the golden age of Philippine advertising. Hundred of ads were screened by the country’s top creative agency heads, until only 100 were left. From these, the 25 cream of the crop were chosen--“patalastas na walang kupas”---to be honored with the Pilipino Advertising Klasiks or PILAK Awards.

 One of the PILAK Awardees was a fairly new ad from a SPRITE TV campaign conceived by the powerhouse creatives of McCann-Erickson Phils. The “Magpakatotoo Ka”  (Be True To Yourself) TV ad series was an instant hit, with its brand of youthful humor—so comical, yet true, slick editing, stylish look, and fast-paced storytelling—not to mentioned the over-the top acting.  The “Magpakatotoo Ka” pool includes the famous Piolo & Toni (“I Love You, Piolo!) version, Ryan Agoncillo “Elevator” version (“Are you in heat?”); Music Teacher; and Basketball “Kaka” Girl, among others.

WATCH SPRITE "Japorms" TVC HERE:, uploaded by Duvine Gil Reyes

But it was the “Japorms” version that earned the judges’ nod as a PILAK winner—about a stylish youngster who thinks of himself as hip and cool when he stepped out in the sun, dressed in jeans, shades, and a very thick hoodie. He quickly suffers a heat stroke, fainting in front of a gaggle of girls who offered him cool relief with a bottle of SPRITE. “Obey your thirst” the ad says, “magpakatotoo ka”. Well, for awhile he did. He surrenders to the refreshment of SPRITE—then quickly switches back to his “feeling hip, cool” mode,  like nothing happened. The SPRITE “Japorms” TV also won a Gold Araw Award at the 1999 Philippine Advertising Congress Awards Night in Cebu.

CREDITS:

Client: Coca-Cola Philippines

Agency: McCann-Erickson Philippines / Creative Director: Teeny Gozum

Copywriter: Divine Gil / Art Director; Carlo Director

Producer: Telly Arce

Production House: Unitel

Director: Jun Reyes / Cinematographer: Boy Yñiguez

SOURCES: 

youtube, Sprite ‘Japorms’ commercial TV, uploaded by Divine Gil Reyes, 2016: https://www.youtube.com/watch?v=SI7-AhJfxZ8

 

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

 

437. Development Bank of the Philippines, “NARDA, “Sipag” TVC, 1988-89. PILAK Awardee 2002

The very famous “Pamilyang Uliran” personal narrative ads of Development Bank of the Philippines (DBP), were offshoots of an earlier insititutional campaign started in 1987, “Buhayin Muli”,  that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor).

A year later, these values came alive in a series of “Pamilyang Uliran, Kayamanan ng Bayan” (model family) story ads, which won praise and awards for the outstanding way the values were dramatized that always ended with human triumphs over life’s adversities, emotional-laden  plots that resonated with the TV audience.

 WATCH DBP "NARDA" TVC AD HERE:

Perhaps, the most popular version was the NARDA TVC, that meant to illustrate the “pagkamasipag” and “pagkamasinop” on TV and Print, respectively, of the Mountain Province family. The main protagonist was LEONARDA “Narda” CAPUYAN of Besao, Bontoc, who was introduced to the art of ikat weaving and embroidery  through her mother, Irene Docallas, who also practiced this age-old craft.

Using her savings, she parlayed her love of tribal weaves into a home business in 1973, making blankets for the local market. Her small business expanded and in 1975, and secured an industrial loan from DBP, to put up her own Narda’s Cottage Industries, later called Narda’s Handwoven Arts and Crafts”. Her shop grew to include 71 looms, including 36 outsourced backstrappers and 120 workers. Soon, she was providing linens, curtains, upholstery fabrics and ikat wall displays to such big institutions like Pines and Manila Hotel.

At her peak, NARDA’s products found international buyers , and in 1982 Blooming dale in New York put up an exhibit-sale of her creations, which sold out her entire 6-month production. Fashion centers in Japan, Germany  France, Canada, Hongkong and China sought out her products. Her worldwide clients include the Pacific Star in Guam which she supplied with complete furnishings. In 1986 she was the recipient of the Golden Shell Award from the Ministry of Trade for her outstanding contribution to a pioneering export enterprise.

DBP picked up her success story in a commercial produced by its agency Basic /FCB Advertising, that drew raves for the acting, casting, production design, directing and overall creative excellence. DBPs “NARDA” is enshrined among the 25 PILAK Awardees, in 2002, representing the top 25 ads of Philippine advertising from the 1960s-80s decade.

CREDITS:

AGENCY: Basic/FCB / CREATIVE DIRECTOR: Minyong Ordoñez

COPYWRITER: Danny Almirañez / ART DIRECTOR: Rino Hernandez

PRODUCER: Ding Fernandez / DIRECTOR: Danny Almirañez

CINEMATOGRAPHER: Tito Arce / PRODUCTION HOUSE: Creative Directors

SOURCES:

DBP ‘NARDA”, youtube video posted by 4A’s Philippines, https://www.youtube.com/watch?v=xdbmEpTjma8

De la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions, Tower House Books, 1989. pp. 116-117, pp. 194-195,

432. Pilipino Advertising Klasiks (PILAK): CAMAY SOAP, “Ang Barko, Pres. Roosevelt” TVC, 1967

In 2002, the Association of Accredited Advertising Agencies of the Philippines (4 A’s) chose 25 Best Ads out of 100 nominees. The nominees were culled from hundreds of commercials spanning 5 decades, and these went  through the gruelling scrutiny of 3 generations of creative minds and advertising practitioners, sieved through their stringent standards and critical sensibilities. The 100 nominees were later pruned to 40. 

CAMAY "Pres. Roosevelt", one of 25 PILAK Awardees

The final 25 merited the distinction of being called “PILAK: Pilipino Advertising Klasiks”. One of the 25 is the CAMAY SOAP commercial of Procter & Gamble PMC, produced by Ace Compton Advertising Inc. It created quite a stir in 1967 as the first commercial to be shot on board the  SS President Roosevelt American President Luxury Liner. The commercial was also unusually long (over a minute!), with a cast of mostly foreign talents—except the lead, Camay Girl TINA ARTILLAGA, one of the country’s top-ranked fashion models.

 WATCH THE 1967 CAMAY "Pres. Roosevelt Lines" TVC Here:

“Ang barko….President Roosevelt. Ang dilag…kahali-halina..”

Thus began the commercial where the creamy-complexioned Tina walks past male passengers on the ship, entrancing them with her “malinis, mala-kremang kutis”—repeated several times for emphasis! “Ang lahat ay napapalingon…” (everyone wants to take a look..) became a memorable line from the TVC , and was retained in future CAMAY commercials.

THE COUNTERPART PRINT AD OF CAMAY "Pres. Roosevelt" Campaign

Inexplicably, the print ad counterpart featured another model, but published in the same year. It had the feel as the commercial and even bears the logo of the American President Lines to lend further credence to the ad. 

TOP MODEL TINA ARTILLAGA AT HER PEAK

Camay Girl TINA ARTILLAGA modelled for Pitoy Moreno in his fashions shows abroad. In 1968, she travelled to Europe and walked the runways in Moreno’s creations, along with Maita Gomez, Cherrie Pie Villonco, Pearrie Arcache, Jean Margaret Lim, and Joji Felix Velarde. That same year, she joined Bb. Pilipinas and placed 4^th to winner Charina Zaragoza. She did a couple of movies in the mid 1970s like “Alas 5:00 ng Hapon, Gising Na Ang ga Angel”, “Hoy Mister, Ako ang Mrs. Mo”, “Sekretaryang Walang Silya” (1976) ,and  “Ako si Emma, Babae”, (1977)

 CREDITS:

AGENCY: ACE COMPTON ADVERTISING, INC

CREATIVE DIRECTOR: CONNIE REID / COPYWRITER: KEITH GAMBOA

DIRECTOR: TONY SMITH / PRODUCTION HOUSE: A.D. SMITH PRODUCTIONS

Many thanks to 4A's for the use of their youtube channel where many of these TV features were sourced.

23. Where Are They Now?: CHANTAL UMALI of Purefoods "Goodbye Carlo!"

CHANTAL UMALI discovers young love in this charming 1994 Purefoods TV ad, that endeared the cute, but chubby moppet to an adoring TV audience. This ad was voted as one of the Top 25 Classic Ads at the 4A's 2001 PILAK Awards.

 In 1994, one of the most delightful commercials that went on air was a Purefoods TVC that departed from the usual “product-the-hero” mode. In fact, it was unlike any Purefoods Hotdogs ad seen before. The quiet little scene begins with KC, in her room, on her diary her chanced meeting with her crush, Carlo.

“Carlo sat beside me today…” the girl’s thought voice began. Carlos, it seemed, had notice her cute chubbiness—“I ate too much kasi eh”, she shyly admitted. She vowed to say goodbye to chocolates…goodbye to spaghetti...but couldn’t get herself to say goodbye to the tender, juicy, meaty deliciousness of Purefoods Hotdogs. She chose instead to bid good bye to…Carlo!

The charming girl who portrayed KC  was a Chantal Umali. Her commercial for that now-classic commercial placed in the finals of the 1994 Creative Guild TV Ad of the Year. In 2001, the commercial was chosen as one of the winners of the 4As PILAK (Pilipino Advertising Klasiks)  Awards, honoring the top 25 classic ads of the Philippines—mga patalastas na walang wagas.

After conquering advertising , Chantal briefly joined showbiz and became part of the cast of the popular teen oriented TV series TGIS.

She put her showbiz career behind to become a happy wife and mom. Not only that, she has transformed from being the cute, chubby girl that we know from that famous Purefoods commercial into a healthy and fit yoga practitioner.

She continues to find work in commercials, but what keeps her busy is her work at Yoga Philippines in Parañaque as a yoga fitness instructor. 

Her battle-with-the-bulge success story has inspired many, and we are sure that even the makers of Purefoods Hotdogs will say yes to her beautiful change!

CREDITS:

AGENCY: Lintas / CLIENT: Purefoods Corp.

Creative: Ompong Remigio / Producer: Cecille Labonete

Director: Mac Alejandre /