507. JOHN BORROMEO: 1987 Creative Guild’s Top Model of the Year for San Miguel Beer ”Katipunero” TVC 90s.

In 1987, barely a year after the People Power Revolution, San Miguel Beer came out with a 90 sec. epic commercial set in the Philippine Revolution almost a hundred years ago—which is about the same age of the iconic beer product.

The lead talent of the commercial was a katipunero, who marked historic milestones –the birth of his child, the call to arms, victory in war—with a quaff of SAN MIGUEL BEER. The role was played by JOHN BORROMEO, a ramp/commercial model who was a member of the Professional Models Association of the Philippines (PMAP). His first show was in 1984, when he was cast as a model for Salon de Manila. Born in Batangas, he went to school at the Philippine School of Interior Design. He became a much-sought after fashion and print model, and his contemporaries included Eric Quizon, John Estrada, Gerry Gonzalo, Monsour del Rosario, and Calvin Millado.

 WATCH SAN MIGUEL BEER' "KATIPUNERO" TVC 90s HERE:

But his biggest break was in 1987, when McCann-Erickson caster Efren de Jose cast him for the lead role in the aforementioned “Katipunero” commercial, with Bb. Pilipinas runner up and theater actress Susan Africa, as his infanticipating wife. With his moreno complexion, and dark brooding looks, Borromeo was a perfect choice to play a revolucionario, almost looking like Gat Andres Bonifacio!

That was not lost on the members of the Creative Guild of the Philippines, as when the award season for advertising creative excellence came, JOHN BORROMEO  made it to the list of 1987’s “Top Models of the Year”, along with fellow model Lawrence Pineda (also for another SMB ad), and young models RJ Ledesma and Carmina Villaroel. The Top 10 Models were honored during the Creative Guild Ad Awards Night on 30 Aug. 1988, at the Metropolitan Theater, Manila.

Borromeo also caught the attention of movie producers, and he ended up doing 2 films—“Hiwaga sa Balete Drive” (1988) and “Too Young” (1990) , an Aiko Melendez starrer.

Today, John Borromeo lives with his wife and 4 children in Seattle, Washington. He is an avid cyclist who has cycled all over the U.S. From time to time, he flies home to the Philippines to visit his home province of Batangas.

 SOURCES:

1987 Creative Guild of the Philippines Awards Night program.

 San Miguel Pale Pilsen TVC 1988 (Philippines)  https://www.youtube.com/watch?v=kAMccGElW3I

Posted by Advertising Archives, VOTIII

‘They turned modeling into a profession’, by Marina A.S. Benipayo, Philippine Daily Inquirer, 13 Oct. 2017, https://lifestyle.inquirer.net/275600/turned-modeling-profession/

John Borromeo FB Page

477. 1986 Creative Guild of the Philippines: BERT "Tawa"MARCELO, “Best and Biggest Talent of All Time”

BERT MARCELO, Creative Guild Awards Night, 1987

The Creative Guild of the Philippines awards night was held at the Rizal Theater in 1987, hosted by TV personality Ariel Ureta and Malu Maglutac, former Miss Magnolia runner up and news caster.

The highlight of the evening was the presentation of a Plaque of Achievement from the Creative Guild of the Philippines to an advertising icon—BERT “TAWA” MARCELO, who is a regular presence on the boob tube, ever since his first appearance in a San Miguel commercial in the early 1970s, produced by Philippine Advertising Counsellors.

WATCH THE SMB "KALENDARYO" TVC HERE ca. 1974:

The Baliwag native (b. 6 June 1936, Norberto J. Marcelo) embodied the Filipino everyman, made more authentic by his flair for Tagalog, complete with his provincial accent, and a happy-go-lucky attitude, amplified by his signature, high-pitch laughter. 

WATCH SMB "BERT MARCELO & BOSS" TVC HERE ca. 1975-76:

He is best identified with San Miguel Beer, which he endorsed for almost 3 decades, appearing in memorable commercials (“Isang Platitong Mani”, "Si-Boom", “Pupulbusin ko ang Dibdib Mo”, "Kalendaryo", "Bruno", etc) that made him one of the most recognizable personalities on television.

WATCH SMB "BERT MARCELO & BRUNO" TVC HERE, ca. 1976:

The plaque was presented to BERT MARCELO by Jun Urbano, commercial idrector behind his many San Miguel Beer commercials, and the Queen of Philippine Movies, Susan Roces. The citation reads:

ACTRESS SUSAN ROCES & DIREK JUN URBANO PRESENTS PLAQUE TO BERT MARCELO.

“The Creative Guild of the Philippines, under the auspices of the 4As (Asoocation of Accredited Advertising Agencies) Philippines, presents this Plaque of Appreciation to BERT MARCELO, a true original whose name is synonymous with laughter. Bert Marcelo brings in the advertising industry a unique style of product endorsement that blends warmth, sincerity, and humor and for enlivening and enriching the advertising industry with his participation and presence”. 

Signed by:

Mr. Teddy Jurado, President, 4 As of the Philippines

Mr. Cid V. Reyes, President. Creative Guild of the Philippines

Elsewhere, Bert Marcelo also did ads for HITACHI Electric Fans, Sierratone Beds and 680 Department Store. He also was a sought-after host, for talent shows such as “Ang Bagong Kampeon” (with Pilita Corrales) and the Baliksaya roadshows for OFWs worldwide. His silver screen appearances include “Pomposa, Ang Kabayong Tsismosa” (1968) ,“Tisoy” (1969), “Wanakosey” (1977), “Omeng “Mga Mata ni Angelita” (1978), and “Isang Platitong Mani” (1986).  He ran for the governorship of Bulacan in 1995, but lost; passing away shortly after a stroke on 16 Dec.1995.

 SOURCES:

Bert Marcelo mini-biography: https://www.imdb.com/name/nm1416288/bio/

 View on the 3rd,-Jojo Bailon, https://www.facebook.com/watch/?v=2716615658634997, poste 10 Nov. 2021

 4 A’s youtube channel: San Miguel, kalendaryo: https://www.youtube.com/watch?v=vWTT-AJP0PI

 The World Archives youtube channel: San Miguel Pale Pilsen,  Bert Tawa Marcelo & Subas Herrero "Boss" TVC 1975 (Philippines), https://www.youtube.com/watch?v=F04I-ese2as, uploaded by The World Archives, 2023

441. 1989 Creative Guild TV Ad of the Month for February, SAN MIGUEL BEER, “Si-Boom!” TVC 60s

A booming victory for San Miguel Beer--Ad of the Month for Feb. 1989!

In 1988, McCann Erickson produced an Ad of the Month winner for SAN MIGUEL PALE PILSEN , a summer commercial that drew raves for its merry mix of popular talents, scenic beach shots, colorful production design, festival vibe,  catchy jingle---and a new San Miguel “Si-Boom Girl”. The high-profile SMB commercial featured the APO Hiking Society alongside San Miguel mainstay, Bert “Tawa” Marcelo who follows the “Si-Boom Girl” as she gambols on the beach.  Followed by a coterie of admirers, the ad jingle borrowed the tune of an Eartha Kitt song-- C’est si Bon--reworked and Tagalized into “Si-Boom”.

 WATCH SMB "SI-BOOM" TVC 90s HERE

uploaded by vibesey, 30 April 2016

The TV ad became an instant sensation, what with the Ati-atihan inspired arrangement,  perfectly sung by Jim Paredes, Boboy Garovillo and Danny Javier, as googly-eyed  Bert Marcelo ogled on. But it was the debut appearance of a sultry babe in white swimsuit that left the most impression on the male audience—Rachel Lobangco, she with the  signature pout and thick brows. For that appearance, she was hailed as “Star Discovery of the Year 1989” by the Creative Guild of the Philippines in their next awards night.

To top it all, SMB’s “Si-Boom” was voted by the Creative Guild jury as the best TVC for the month of February 1989, thus qualifying for the Ad of the Year Finals held at Hotel Nikko Manila Garden the next year.

CREDITS

ADVERTISER: San Miguel Corp.

PRODUCT: San Miguel Pale Pilsen Beer

AGENCY: McCann Erickson Phils.

CREATIVE DIRECTOR: Erwin Castillo

COPYWRITERS: Cris Michelena / Erwin Castillo

ART DIRECTOR: Sonny Yñiguez

PRODUCER: Jan Beltran

PRODUCTION HOUSE: Unitel

DIRECTOR: Dante Datu

 SOURCES:

San Miguel Beer "SiBoom" - Philippines , 1989 , 90s, https://www.youtube.com/watch?v=w2dESSTwetY, uploaded by vibesey

Lani, Rachel Lobangco, Ang Kanilang Buhay Ngayon: https://kami.com.ph/82471-lani-rachel-lobangco-ang-kanilang-buhay-ngayon.html

The Creative Guild Ad of the Year program, 1990

Photo Sources: IMdb Pro,

431. LAWRENCE PINEDA & ROWENA MORAN: 1987 Creative Guild’s Top Models of the Year for San Miguel Beer’s “Romance” TVC 30s.

LEADING ROLES, TOP MODELS, Rowena Moran and Lawrence Pineda

At the 1988 Creative Guild Ad of the Year Awards Night held at the Metropolitan Theater, the Ten Best Commercial Models for 1987 were chosen for the first time, “for their effective portrayal of distinctive characters in the most natural and realistic manner, through skillfull acting that captures the drama between product and consumer”.

 WATCH SAN MIGUEL BEER "ROMANCE" TVC HERE:

uploaded on youtube by: Casvar Daikun

Two winners that year were the lead characters in a 30 sec. San Miguel Beer commercial entitled “Romance”: ROWENA MORAN and LAWRENCE  PINEDA. In the TV ad by McCann Erickson and directed by Dir. Jun Urbano, a  spat with his girlfriend (Moran) drove a young man (Pineda) to drown his sorrows over bottles of beer in a bar. He even refuses to take a call from the girl. Friends console him, until one mediates and calls the girlfriend, who comes rushing over to the bar. There, the couple kiss and make up, while the happy friends go back to their billiard games.

The SMB “Romance” TVC was selected as the Ad of the Month for November 1987, and competed for the TV Ad of the Year that same year, won by AMA’s “Milo” Gymnast, starring Bea Lucero.

ROWENA MORAN was a teen beauty queen and model, who did a lot of commercials but got noticed in her high-profile SMB ad. This paved the way for a short career in movies,  appearing in “Kapag Puno Na ang Salop” (1987), with Fernando Poe Jr. A daughter was born out of their affair—Lourdes Viriginia Moran-Poe, or better known as the actress Lovi Poe. Moran left her career to raise Lovi as a single parent, and prefers to lead a private life.

LAWRENCE SHEA PINEDA was urged by his model-friend, the late Jumbo Montelibano and designer Aureo Alonso to join the modelling world in 1984. He was one of the founding members of the Professional Models Association of the Philippines (PMAP)  and his contemporaries include Lito Gruet, Monsour del Rosario, Eric Quizon, Leo Ravago, Susan Africa, Desiree Verdadero, Tina Maristela, Ping Federis, among others. He dabbled in films, starting with “One Day, Isang Araw “(1988, with FPJ and Matet), and he was last seen in the action-drama movie AWOL, starring Gerald Anderson, and directed by Enzo Williams. Today, he is married to Zenas Pineda and describes himself as “Dad, former runway model, actor, recorder of memories using iPhone 12 & Nikon, a Catholic, and a 3rd generation Irish-Filipino.

 TRIVIA: The TVC JINGLE borrows the tune of  “Tomorrow’s Love” (1965), by Hugo Montenegro, which, in 1970 was also reworked with Pilipino lyrics to be the theme song of the first “bomba” (soft core porn) film “Uhaw”, starring Merle Fernandez. Which is why on youtube, you will find the SMB TV titled “Uhaw”.

 SOURCES:

1987-188 Creative Guild Ad of the Year programme

San Miguel Beer Uhaw, https://www.youtube.com/watch?v=ETr6BSzMHdc, uploaded by Casvar Daikun, 2011.

They Turned Modelling Into a Profession, 13 Oct. 2017, Phil. Daily Inquirer, https://lifestyle.inquirer.net/275600/turned-modeling-profession/

Recent photo of L. Pineda: Lawrence Pineda FB Page

Recent photo of R. Moran: https://pixelatedplanet.net/2020/05/meet-kapuso-star-lovi-poes-equally-gorgeous-mom-former-actress-model-rowena-moran/

386. PRE-WAR ADS OF SAN MIGUEL BEER, 1940

A NEW EAGLE TRADEMARK FOR SAN MIGUEL, 1940

World War II was a global conflict from 1939-1945 that involved principal members of the Axis powers—Germany, Italy, and Japan—and the Allies—France, Great Britain, the United States, the Soviet Union, and China. 

SAN MIGUEL SUPPORTS THE U.S. NAVY, 1940

The war broke out in Europe in September 1939, and while President Franklin D. Roosevelt declared that the United States would remain neutral in law, he could “not ask that every American remain neutral in thought as well.” The stirrings of the war were felt in 1940 in the Philippines—an American-occupied territory—hence the loyalty of the Filipinos were with the Americans.

SMB AD FEATURES A SOLDIER, 1940

SAN MIGUEL BREWERY was one of the companies that showed overt support for America, through its marketing of its flagship product, SAN MIGUEL BEER. In 1940, it introduced a new trademark, showing an eagle clutching sheafs of barley and wheat, echoing the national symbol of America—the bald eagle with an olive branch and arrows in its talons. 

FILIPINO IN SALAKOT, an SMB ad with nationalistic undertones, 1940

The eagle trademark was used prominently by SAN MIGUEL BEER in its advertisements during this uneasy pre-war period, until the bombing of Pearl Harbor on 7 December 1941, signaling the entry of the United States to the global war. 

SAN MIGUEL BEER AD with a drinker looking suspiciously like Pres. Manuel L. Quezon , 1940

On this page are representative sample of the 1940 ads that featured not only overt messages of support via text and visuals, but also alluded to the country’s past fight for freedom. 

THE EAGLE TRADEMARK bears a striking similarity to the
national symbol of America.1940 Ad

THE SMB EAGLE appears prominently in 1940 ads.

The 40,000,000–50,000,000 deaths incurred in World War II make it the bloodiest conflict, as well as the largest war, in history. After the war ended, the SAN MIGUEL BEER eagle trademark was dropped, replaced by the now familiar escudo that is based on the original Spanish-era coat of arms of Manila.

372. BALINTAWAK BEER, ca. 1937

People in pre-war Philippines would surely remember BALINTAWAK BEER, a beer brand that came to be, thanks to Japanese investors who pooled in funds to establish a beer factory in Polo, Bulacan. This was the Balintawak Beer Brewery, founded in 1937, which launched its BALINTAWAK Pilsener Beer to the local market, bottled in amber bottles similar to San Miguel’s, with paper labels.

BALINTAWAK BEER was supported with print and radio advertising, and early ads focused on the beer’s relaxing, comforting qualities that’s perfect for social entertaining.  The KZRM airwaves was filled with songs and music from featured performers like Alicia Garong, pianist Rafael Artigas, and even a  BBB Mystery Singer.

In 1938, BALINTAWAK BEER  added its ‘Black Beer’ version, the counterpart of san Miguel’s Cerveza Negra. Like San Miguel, BALINTAWAK BLACK BEER was positioned as the drink ideal for women for its health-giving attributes.

World War II put an end to the operations of Balintawak Beer Brewery, as the plant was taken over by the Japanese forces, along with San Miguel beer plant. BALINTAWAK BEER, however, continued to be available to Filipinos.

In the 1950s, San Miguel Corporation bought the Polo plant and converted BBB into their primary brewery for their world-renowned San Miguel Beer.

 Vintage Bottle collectors are always looking for BALINTAWAK BEER bottles today for their rarity, as many of their identifying paper labels have been worn away by time.

 SOURCES:

Graphic Magazines, 1937-1939 issues

Kasaysayan, Vol. VII.  "Prewar Pesos for Japanese Goods," Yu Jose, Lydia.

281. Celebrity Endorsers: THE MAGALONA FAMILY, various ads 1953-1980s

The MAGALONAS are a very popular showbiz family,  thanks largely to the love team of reel-and-real life sweethearts PANCHO MAGALONA and TITA DURAN, who captivated Filipino movie fans with their many hit movies.

 

PANCHO MAGALONA, FOR GLO-CO TONIX, 1953

PANCHO MAGALONA (Enrique Gayoso Magalona Jr., b. 22 Jan. 1923/d. Apr. 1998), was born with a silver spoon in his mouth, the son of former senator Enrique Magalona Sr. of Negros Occidental. His sister, Susan Magalona (who married Joaquin Elizalde) was a legendary beauty in her time. He began his film career in 1947, when he was cast in “Prima Donna”, backed by a recommendation from Dna. Aurora Quezon, no less. The film was headlined by  opera singer Jovita Fuentes

 

PANCHO MAGALONA FOR SAN MIGUEL BEER, 1957

His dashing mestizo looks sent many fans swooning, but his star shone brighter when, the next year, he was teamed up with a former child actress TITA DURAN. Their formidable love team was one of the most well-loved in showbiz, beginning in 1948, with the movie “Dahil Sa Iyo”.

PANCHO MAGALONA FOR LUCKY STRIKE CIGARETTES, 1965

The apex of  Pancho’s career was  a FAMAS Best Actor trophy for his 1958 film, “Hanggang sa Dulo ng Daigdig”. He even went on to bag Hollywood roles lin the Jeff Chandler starrer “Merrills’ Marauders” and “The Hook”, with no less than Kirk Douglas. His iconic role, however, was that of Simon, in the 1962 Jose Rizal movie,”El Filbusterismo”.

 

TITA DURAN FOR MENNEN BABY POWDER, 1959

Pancho’s other half, TITA DURAN (aka Tita Durango, b. 14 Jun,1929/ d. 2 Dec. 1991) started as a child actress,who as an 8-year old, was cast as an abandoned child in the  1936 melodrama, “ Awit ng mga Ulila”. Sampaguita Pictures signed her up in 1938, and put her in another tear-jerker film, “Inang Mahal”. The war intervened but she returned as a young woman to her former studio, Sampaguita Pictures, to support Carmen Rosales in “Gerilyera”, which led to light musical roles—and a durable partnership with PANCHO MAGALONA.

 

TITA DURAN FOR SCOTT'S EMULSION, 1970

The tandem were acclaimed for romance-musicals like “Always, Kay Ganda Mo” (1949), “Umaga Na Giliw,” “Kay Ganda Mo Neneng,” (1950)  “Sa Isang Sulyap Mo Tita,” and “Vod-A-Vil ”(1953) and  “Sa Isang Halik Mo, Pancho” (1954). So wildly popular was their love team that PANCHO and TITA were sought after as commercial models, even  after they had married and had started a family. Their children would include Francis, Susan, Vicky, Victor, Henry, Popeye , Malot, Maricar and Martin.  

WATCH FRANCIS MAGALONA

"Royal Tru Orange" TVC "Ito Ang Gusto Ko"here:

The MAGALONA legacy was continued by son FRANCIS MAGALONA (b. 4 Oct. 1964/6 Mar. 2009), who, as Francis M,  is recognized as the best and the most successful all-time Filipino rapper. He had monster hit songs like “Mga Kababayan Ko”, “Kaleidoscope World”, ”3 Stars and a Sun”,  and “Ito ang Gusto Ko”, which became the track of his well-remembered ROYAL TRU-ORANGE Commercials.  

WATCH FRANCIS MAGALONA RTO TVC HERE: 

On March 18, 2009, FRANCIS MAGALONA was recognized by the Philippine government with a posthumous Presidential Medal of Merit award, "for his musical and artistic brilliance, his deep faith in the Filipino and his sense of national pride that continue to inspire us."

SOURCES:

Pancho Magalona, Tita Duran, Francis Magalona:

https://en.wikipedia.org/wiki/Pancho_Magalona

https://en.wikipedia.org/wiki/Tita_Duran

https://en.wikipedia.org/wiki/Francis_Magalona

Videos:

Francis Magalona Royal Tru Orange 2 Commercial Royal https://www.youtube.com/watch?v=GHi6Zg_io6g, uploaded by

Francis Magalona, 22 May 2016

Francis Magalona RTO Commercial, https://www.youtube.com/watch?v=tipPV_45gkw, uploaded by ninjacool 69, 3 Mar. 2011

254. SOUTHEAST ASIAN (SEA) GAMES MEDALISTS AS PRODUCT ENDORSERS

To mark our country’s hosting of the 30^th Southeast Asian Games, let us pay homage to our winning local athletes who are celebrated in these advertising print ads from the past.

********

LYDIA DE VEGA, for Alaska, 1989

LYDIA DE VEGA, Athletics

SEA Games Achievements:

GOLD: 200 m. dash, 1981 SEA Games (Philippines)

GOLD: 400 m., 1981 SEA Games, (Philippines)

GOLD: 200 m. dash, 1983 SEA Games, (Singapore)

GOLD: 100 meter dash, 1987 SEA Games (Indonesia)

GOLD: 200 meter dash, 1987 SEA Games (Indonesia)

GOLD: Long Jump, 1987 SEA Games (Indonesia)

GOLD: 100 meter dash, 1991 SEA Games (Philippines)

GOLD: 100 meter dash, 1993 SEA Games (Singapore)

GOLD:  200 meter dash, 1993 SEA Games (Singapore)

PRODUCTS ENDORSED: ALASKA Milk, MILO Energy Drink

BEA LUCERO, for MILO, 1986

BEA LUCERO, Artistic Gymnastics

SEA Games Achievements:

GOLD: All-Around, 1987 SEA Games (Indonesia)

GOLD:  Uneven Bars, 1987 SEA Games (Indonesia)

GOLD: Taekwondo, Bantamweight, 1991 SEA Games (Philippines)

PRODUCT ENDORSED: MILO Energy Drink, Ivory Soap

AIKO THOMSON, for MILO,1990

AKIKO THOMSON, Swimming

SEA Games Achievements:

GOLD: 100m. backstroke, 1987 SEA Games (Indonesia)

GOLD: 100 m. backstroke, 1991 SEA Games

GOLD: 200 m. backstroke, 1991 SEA Games

SILVER: 200 m. backstroke, 1987 SEA Games (Indonesia)

SILVER: 200 m. backstroke, 1991 SEA Games

SILVER: 50 m. freestyle, 1991 SEA Games

SILVER: 100 m. freestyle: 1991 SEA Games

PRODUCT ENDORSED: MILO Energy Drink

MONSOUR DE ROSARIO, for Rexona. 1987

MONSOUR DEL ROSARIO JR., Tae Kwon Do

SEA Games Achievements:

GOLD, Taekwondo, Lightweight: 1987 SEA Games (Jakarta)

GOLD, Taekwondo, Lightweight: 1989 SEA Games (Malaysia)

PRODUCT ENDORSED: Rexona Anti-Perspirant

RICHARD GOMEZ, for BENCH, 1993. Photo: Bench

RICHARD GOMEZ, Fencing

SEA Games Achievements:

GOLD, Men’s Epee Team, 2005 SEA Games (Philippines)

PRODUCTS ENDORSED: Bench, Coca-Cola, Diet Sarsi (with Dawn Zyleta) Lux (with Lucy Torres), BIC ballpens (with Gretchen Barreto), Fortune Tobacco.

SAN MIGUEL BEER, 2009, Screen Grab: San Miguel TV, uploaded by San Miguel Pale Pilsen, 2009 

EFREN “BATA” REYES, Pool

SEA Games Achievements:

BRONZE:  1 Cushion Carom, Singles: 2011 SEA Games (Jakarta), 2013 SEA Games (Myanmar), 2015 SEA Games (Singapore)

BRONZE: 3 Cushion Carom: 2011 SEA Games (Jakarta).

PRODUCTS ENDORSED: San Miguel Beer

SOURCES:
BENCH
San Miguel Ple Pilsen youtube
oldschoolads.blogspot, for Richard Gutierrez Coke ad, posted Jul. 5, 2009

239. A NEW CORPORATE LOGO FOR SAN MIGUEL CORPORATION, 1975

SMC CORPORATE PRINT AD launching the new logo, 1975

The giant multinational business conglomerate of the Philippines—SAN MIGUEL CORPORATION—had its beginning in 1889, when prominent Manila businessman, Enrique María Barretto, applied for a royal grant from Spain to establish a brewery in the Philippines that would be known as La Fábrica de Cerveza San Miguel.

In the next century, its San Miguel Beer would be its most famous product, here and all over the world. Its product portfolio would include food, beverage, packaging,  real estate, among others, but San Miguel Beer would always be top-of-mind among its loyal consumers.

The early San Miguel Beer bottles were branded with the letters S over M. The more well-known San Miguel escudo (seal), symbol of the royal grant, was incorporated in the design of the product label, and became a sort of a corporate logo for many years.

 

It was only in 1975 that SAN MIGUEL CORPORATION adopted a new corporate identity logo, as it acknowledged that the “escudo” was strongly associated with their beer product, which has since changed with their diversified ventures.

For this diversity, SMC created a new symbol, keeping the “escudo” for its brewery products. The new symbol symbolized th primal element of  Water, Life, Growth, Food, Abundance and Progress.

A TV commercial used animation to explain the basic concept behind the new corporate logo. This logo was in use until 1999, when SMC reverted back to the use of its “escudo” to stand for the company and its products. In 2012, the “escudo” design was further streamlined, a version that is still in current use. 

SOURCES:

San Miguel Corporation, wikipedia

San Miguel Logo: logopedia.com

227. Creative Guild’s 1984 TV Ad of the Year: SAN MIGUEL BEER “Pulutan”

David Ogilvy identified several elements which could make a TV commercial register in the minds of the market, and among them are such formulae as slice of life and dashes of humor. He warned, however, that “very, very few could write funny commercials that are funny.”

Humor certainly carried the day, not to mention the campaign, for the very first Creative Guild Television Ad of the Year, a 30-second drinking table argument among friends that was concluded with one of the decade’s mist memorable advertising one-liners.

The client was San Miguel Beer, a min account of Philippine Advertising Counsellors from when the brand first began advertising in the ‘60s, to the time the San Miguel account moved to McCann-Erickson in 1986.

The campaign was “Ito ang Beer”, which had been launched to confront the first product to challenge the best selling Pale Pilsen’s leadership in years, Beerhausen.”We were simply out to reinforce the product’s market position,” says Romy Sinson., then, one of the copywriters along with pal, Julius Deslate, on the San Miguel account.

Now president of SLG Advertising, Sinson recalls how the campaigngave him a chance to use that favorite Pinoy humor genre, the anticlimax, in a series of commercials starred in by the brand’s 5-man team of well-known endorsers: comedian Bert Marcelo, boxing great Gabriel “Flash” Elorde, singer Rico J. Puno, billiards champion Amang Parica, and racing winner Jockey Eduardo.

The commercials had progressed at an entertaining pace;  after a series of 15-seconders focusing on the accomplishments of each spokesman, invariably ending with the assurance that “Ito ang Beer,” the boys figured in more ads  that had them arguing over options, whether it was music to play for the night, or which watering hole to head for. “The common element was San Miguel Beer,” Sinson says. “The message was that , no matter what your taste was and where you were heading, san Miguel Beer was the best companion to have around. “

WATCH SAN MIGUEL BEER "Pulutan" TVC HERE:

The winning ad”,  the “Pulutan TVC”, had the protagonists again at odds over the evening’spica-pica.The ad is a delightful sequence of memorable reaction shots from the different personalities; the late Elorde’s calm drawl is perfect foil to Puno’s arrogrant demand for “crispy pata” and Marcelo’s agitated whine for “inihaw na pusit”.

Adding even more spice is the nameless waiter, who is exasperation personified,, especially when Elorde settles the matter with his ludicrous but legendary request for isang platitong mani”.

Romy Sinson credits the directorial wizardry of Jun Urbano for a huge “50%” of the commercial’s with-it appeal. Needless to say, Beerhausen’s German-flavored campaign was steam-rollered by the gang’s  endearingly Pinoy antics. The dialogue became so popular that “isang platitong mani” even became a movie title. “Everybody familiar with the San Miguel campaign remembers the ad.” Sinson recalls.

CREDITS: 

ADVERTISER: San Miguel Corp.

PRODUCT: San Miguel Beer

AGENCY: Philippine Advertising Counsellors

CREATIVE DIRECTOR: Nita Claravall

COPYWRITERS: Romy Sinson, Julius Deslate

ART IDRCETOR: Edwin Wilwayco

DIVISION MANAGER: Adie Pena

DIRECTOR: Jun Urbano

PRODUCER: Jun Castro

PRODUCTION HOUSE: Filmex

SOURCES:

PERFECT 10: A Decade of Creativity in Philippine Advertising, Published by the Executive Committe of the Creative Guild of the Philippines. 1995. Butch Uy, Alya Honasan

 "Isang Platitong Mani" TVC:https://www.youtube.com/watch?v=J-PnNCgP1BQ, uploaded by Casvar Daikun. Published on Feb 3, 2009

“Isang Platitong Mani” title slide: OJ Movie Collection, Published on Sep 18, 2016

https://www.youtube.com/watch?v=8SPVwae5vy0

198. THE FILIPINO PAROL, IN CHRISTMAS ADS, 1935-1971

SKYFLAKES, M.Y. SAN BISCUITS, 1963

The parol is an enduring symbol of Christmas in the Philippines, a must-have decoration in Filipino homes during the long holiday season.  The parol, usually star-shaped to evoke the Star of Bethlehem, is hanged and lit in front of houses as early as September as a symbol of hope, goodwill and a bright future. It is no wonder that the colorful parol has been used as a design motif for many years in Philippine advertising and commercial art. Here are a few examples:

********

PHILIPPINE MATCH COMPANY, PRINT AD, 1955

OLYMPIAN RUBBER SHOES, PRINT AD, 1935

PEPSI-COLA, PRINT AD, 1957

TANDUAY RHUM, PRINT AD, 1962

YCO PAINTS & FLOOR WAX, PRINT AD, 1963

HELENE CURTIS BEAUTY PRODUCTS, PRINT AD, 1963

DUTCH BOY PAINTS, 1965

SAN MIGUEL BEER, PRINT AD, 1968

RADIOWEALTH TV, PRINT AD, 1971