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.

376. THE NEW PHILIPPINE REPUBLIC, Inauguration Ads, 1946

COMPLIMENTS OF GREG FALLESGON ADVERTISING

On the occasion of the 124th anniversary of the PHILIPPINE INDEPENDENCE DAY first proclaimed on June 12, 1898, we bring to you a special selection of commemorative print ads from July 4, 1946--the day the country's independence day was formally inaugurated after the 2nd World War. These 76 year old advertisements, from a special 1946 newspaper supplement,  capture the joy and pride of a new republic, as it takes its place among the nations of the world. Long live the Philippines! 

 

FROM RENEE THORNTON COSMETICS

FROM SAN MIGUEL BREWERY

FROM LA ESTRELLA DEL NORTE

FROM PHIL. PRESS WIRELESS, INC.

FROM SISON GROUP OF BUSINESS

FROM GLO-CO HOLLYWOOD PRODUCTS

FROM CRISPULO ZAMORA SILVERSMITH

FROM LUIS ZAMORA ENGRAVERS

FROM CHINA BANKING CORP.

FROM PEDRO CRUZ JEWELRY STORE

FROM FAR EASTERN AIR TRANSPORT, INC.

295. Pre-War ROYAL SOFT DRINKS Print Ads, San Miguel Brewery, 1925-1930s

San Miguel Brewery, which was founded back in 1889 by businessman Enrique María Barretto de Ycaza y Esteban, was primarily known for its lager beer, San Miguel Beer, and subsequent beer types like Cerveza Negra and Doble Bock.  Earning much success from beer production, San Miguel Brewery diversified its business by venturing into non-alcoholic drinks. 

The result was a line of carbonated flavored beverages known as ROYAL SOFT DRINKS, first produced in 1922 by its Royal Soft Drinks Plant at Gen. Solano, Manila. The ROYAL brand was carried by at least 20 flavor variants—from Strawberry, Lemon, Grape, Lime, Ginger Ale,Cream Soda, Root Beer, Singapore Sling, Mandarin, Soda Water, to Orangeade, Orange Squeeze, and its all-time favorite Tru-Orange. Initially, the first ROYAL beverages were packaged in stoneware bottles that were more appropriate for beer.

ROYAL SOFT DRINKS were first advertised in the leading Philippine dailies and magazines in the mid 1920s, with copy in both Spanish and English.  Consumer taste preference led to the dropping of some flavors from the line. It was clear though, that the very popular ROYAL TRU-ORANGE, led all other flavors and so was advertised separately beginning in the 1930s.

The war interrupted the production of ROYAL SOFT DRINKS, as the Japanese ook over the San Miguel Plant. The company regrouped pots-war and ROYAL TRU-ORANGE returned to the market in the 1950s, in the familiar clear bottle with a blue panel, carrying the brand name in the familiar “Royal” font that the product has used since its introduction. It was the leading orange flavored drink in the market of the 50s decade.

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

229. GOLD EAGLE BEER “Billiards” TVC, starring the Bad Bananas, 1988

GOLD EAGLE BEER POSTER, "PARA SA IYO, PARE KO!"

GOLD EAGLE BEER  was launched around 1981, a low-cost, flanker beer of San Miguel Corporation. It was looked at as a light-bodied beer made for the working class to enjoy at day’s end. It was the first beer assignment of McCann-Erickson, and the launch commercial was mainly a brand awareness, jingle-based campaign that showed an eagle being released to the skies, with shots of the product interspersed with the soaring bird, to the beat of “Let the GOLD EAGLE fly!” refrain.

The account went back to Philippine Advertising Counselors and in 1988, the agency developed a popular GOLD EAGLE campaign featuring the Bad Bananas, a  group of actor friends that included Christopher de Leon , Edgar Mortiz, Jay Ilagan† and Johnny Delgado† . 

They had been stars in a highly popular comedy-variety TV show called “Goin’ Bananas” in 1986. It moved to IBC, and then to ABS-CBN, in 1987, where its following grew bigger.

The story is set in a billiard hall where we find the Bad Bananas at play. A kibitzer, superbly played by Ricky Fernando provides commentaries as they play, annoying them in the process. (For his portrayal, Fernando would be named as one of the Top 10 Advertising Models for 1988).

 

RICKY FERNANDO, THE BILLIARD KIBITZER ,  Top 10 Ad Models for 1988

The billiards kibitzer then demonstrates his moves, hitting the ball accurately one by one, as he amazes the gang with his playing prowess. He even took their challenge to sink a bowling ball on the table! The Bad Bananas rally around him, treating him with a bottle of  GOLD EAGLE BEER.

 

GOLD EAGLE BEER PHOTOBOARD

There were two versions of the TVCs, one, dialogue-driven, and the other, jingle-based using the full “Para Sa ‘Yo,Pare Ko!” song. “Billiards” was perhaps the most memorable ad produced by GOLD EAGLE BEER, which, to this day, continues to delight its loyal core drinkers.

WATCH THE GOLD EAGLE BEER "Billiards" TVC Here:

WATCH THE GOLD EAGLE TVC "Billiards"

FULL JINGLE VERSION HERE:

CREDITS:

AGENCY: PAC/BBDO

CREATIVE DIRECTOR: Romy Sinson 

ART DIRECTOR: Edwin Wilwayco

COPYWRITER: Julius Deslate

ARTIST: Pit Santiago

CLIENT: San Miguel Corp. 

PRODUCT: Gold Eagle Beer

SOURCES:

Gold Eagle Beer "Billiards" - Philippines , 1988, uploaded by vibesey

Published on Jul 23, 2016.

https://www.youtube.com/watch?v=arLWgLtNpbU

EKING'S GOLD EAGLE BEER COMMERCIAL, uploaded by: perfectmanastig

Published on Aug 12, 2008, https://www.youtube.com/watch?v=awSLuqN7E00

225. GREETINGS TO THE PHILIPPINE REPUBLIC! , Various Ads, 1946

On the occasion of the inauguration of the Philippine independence in 1946, many private enterprises sent out their warmest felicitations to the new republic and its first president, Manuel A. Roxas through their advertisements, a selection of which appear on this feature.

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FAR EAST AIR TRANSPORT

The Far East Air Transport was founded by  Don Salvador & Dona Victoria Araneta in response to the economic recovery of the country from the devastation of World War II. They established  the first Filipino-owned airline in the Philippines called Far east Air Transport. This led them to put up an aircraft mechanics school known today as FEATI University.

GREG FALLESGON ADVERTISING

Greg Fallesgon was one of the advertising and photo engraving store to service the needs of stores that lined up the commercial district of Sta. Cruz, Avenida, and Azcarraga, where his offices were also located. It created ads, window and merchandising materials for retail establishments in the 1940s.

MENZI & CO. INC.

The company that was engaged in such diverse businesses as export-import, insurance and paper manufacturing was founded by Swiss J.M Menzi. He had come to the Philippines as a trader sometime in 1910, formed J.M. Menzi Corp, and acquired rubber plantations in Basilan. Upon his death, he was succeeded by his son Hans Menzi, who became a publisher of the Manila Bulletin.

SAN MIGUEL BREWERY

La Fábrica de Cerveza San Miguel opened in 1890 at Calle Aviles, an enterprise began by  Enrique Ma. Barretto de Ycaza y Esteban, after getting a grant from Spain. The brewery, maker of the country’s premiere San Miguel Beer, got its name from the San Miguel district of Manila.

ESTRELLA DEL NORTE

“La Estrella del Norte” was founded by the Levy Brothers (Adolphe, Charles and Raphael) in 1870, and started as a jewelry and watch shop in Iloilo. The Escolta shop became one of the biggest department stores in the country that sold local and imported goods.  It diversified and sold bicycles, appliances, and later, even cars! It had downsized in the 1960s, and today, a small  “La Estrella del Norte store is still in operation in Makati.

CRISPULO ZAMORA SILVERSMITH MANUFACTURER

The leading metalcraft business  in the Philippines was founded in 1890 by Crispulo M.  Zamora (1871-1922), a master engraver. Eminent engraver and silversmith, Crispulo M. Zamora. It was the premiere maker of medals, medallions, trophies,plaques and commemorative coins at the turn of the 20^th century.

PHILIPPINE PRESS WIRELESS INC.

The Philippine Press Wireless, Inc., was an American company that was granted a franchise in 1938 to construct, maintain and operate in the Philippines stations for the reception and transmission of wireless long distance messages, pictures or other matter pertaining to the press. It merged in 1965 with Globe Wireless Ltd. And Mackay Radio and Telegraph Co. and became Globe-Mackay Cable and Radio Corp., a predecessor of Globe Telecom

RENEÉ  THORNTON PERFUME & COSMETICS

Reneé Thornton was a brand of cosmetics established in 1923 by Paramount Cosmetics  with offices  in New York. The products became available in the 1940s throughUy Su Bin & Co which exclusively distributed them.

SISON ICE DROPS

The favorite Filipino ice drop brand in the 1940s was one of the side-businesses of Ed. M. Sison & Co., which was in the business of building and selling air condition, refrigeration unitsand industrial cooling equipment. The company thus, also made ice desserts like ice drops and ice cream. Sison Ice Drops, were made in their Sampaloc plant and were popular for its Pinoy flavors, like buko, pinipig, mongo and keso.

GLO-CO HOLYWOOD PRODUCTS

GLO-CO Beauty Products  were the most popular pre-war cosmetics in the Philippines. Brands like Gloco Beauty Crème Soap, Face Powder and Tonix hair and Skin Tonic were distributed by Asiatic Commercial Corp., and later, Cromwell Cosmetic Export Company, Inc.. Advertised in the Commonwealth years, GLOCO reached the peak of its popularity in the 1950s. Because movie stars endorsed them, they were known as “Hollywood beauty products”