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

447. MAGNOLIA CARNIVAL Frozen Creem, 1976

ANYTIME IS CARNIVAL TIME. MAGNOLIA CARNIVAL FROZEN CREEM

By the mid 70s, Magnolia, the dominant name in fine ice cream, found itself vulnerable with the rise of new ice cream brands, most specially from Presto Ice Cream, which even had a copycat “Flavorite of the Month” line, and even earlier, Silver Bell. In 1976, a Magnolia introduced a flanker brand, MAGNOLIA CARNIVAL FROZEN CREEM.The price brand consisted of 8 star flavor attractions: Super Strawberry, Jolly Orange, Merry Mocha, Vanilla Fling, Nangka Fantasy, Mango A-Go-Go, Groovee Ube and Chocolate Fiesta. It came in gallons, half-gallons and cups. 

In the 1980s, Coney Island Scooping Stations were successfully introduced in which one can enjoy even more affordable ice cream scoops in cones, with a merry variety of flavors. Magnolia had to change its position, by introducing its own scooped ice cream flavors thru its new line “Ice Cream Internationale”, to go against Coney Island. The CARNIVAL brand was discontinued, its flavors folded into Magnolia’s new scoop brand.

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,

427. 7 YEARS OF MISS MAGNOLIA WINNERS, 1974-1980

MISS MAGNOLIA, the search for the dairy company's brand ambassador ran for 7 years.

In 1974, the Magnolia Division of San Miguel Corporation, the country’s leading maker of dairy products, and “the finest name in ice cream”, embarked on a PR event to elevate the brand image of its ice cream line. 1974 was an auspicious year, as the country was all agog at the prospect of holding the 1974 Miss Universe Beauty Pageant in Manila.

THE FIRST MISS MAGNOLIA, VIVIAN AVILA, 1974

A year before, our very own Bb. Pilipinas, Margarita Moran won the 1973 crown in Greece, a feat first achieved by Gloria Diaz only 4 years before, in 1969. This was the start of modern day beauty contest mania that continues to this day among Filipinos. 

MISS MAGNOLIA received extensive national coverage in its time.

So, Magnolia jumped into the pageant bandwagon and organized an annual contest to find their own “Miss Magnolia”, a brand ambassador envisioned to be the face of the wholesome ice cream brand, a corporate spokesperson for the ice cream division, and an product endorser and model of Magnolia’s popular line “Flavor of the Month”.

"FLAVOR OF THE MONTH" GIRL

 With the help of its ad agency, J. Romero & Associates, the quest for the first “Miss Magnolia” was organized and staged at the posh Hyatt, with 5 finalists. “Miss Magnolia” gained enough traction in the next few years and became a major media event, receiving extensive coverage at the same level as established national beauty searches.

THE LAST MISS MAGNOLIA, DINDIN LOPEZ

It had a successful 7-year run, producing winners all noted for their wholesome, winsome kind of beauty, their impeccable background and  educational attainment. Some went on to become well-known figures in the fields of entertainment, showbusiness, broadcast and PR industry. Here once more are the 7 Miss Magnolia beauties from 1974-1980.

VIVIAN AVILA, 1974 MISS MAGNOLIA. The first Miss Magnolia, Vivian “Viv” Avila was a 21 year old commerce graduate of UST. She was the college muse, a corp sponsor, and a  member of her school’s dance troupe. A working student, she was a receptionist at the Hospital of Infant Jesus after school, and modeled part-time. Avila was also the top graduate of Cora Doloros Modelling School. She holds a string of beauty titles:  Miss Summer Sports and Miss Tourism Mindanao. At the time of the contest, she was connected with Grolier’s as education counselor. The four other finalists were: Diana Robinson, Malou Camesa, Leni Palaypay and Rebecca Villavicencio.

MARIA CHRSITINA VALERIANO, 1975 MISS MAGNOLIA. 18-year old Ma. Christina “Mari” Valeriano was a 2^nd year A.B. Psychology major at St. Paul when she won Miss Magnolia 1975.

MALOU PEREZ, 1976 MISS MAGNOLIA. Malou Perez emerged as the 1976 Miss Magnolia during the finals at the Hyatt Regency. She was a product of Poveda, and the University of the Philippines, where she took up Psychology.  Perez also forayed into print and commercial modelling in her time. She later went to La Salle for her MBA. Her finalists included Tonette Pineda (2^nd), Lydia Mabanta (3^rd) and Chiqui Toledo (4^th). Mabanta became the wife of singer Jim Paredes of APO Hiking Society. Toledo joined Cathay Pacific.

GINA ARAGON, 1977 MISS MAGNOLIA. Another U.P. coed went on to win Miss Magnolia 1977, in the person of Gina Sarena Aragon a Hotel and Restaurant Administration student. Aragon was an active member of UP Junior Management Association, and an avid athlete. Her early schooling were spent at St. Scholastica College. She has appeared as a TV ad model for a toothpaste and tissue commercial. There were 12 finalists that year, including Susan Brodett, Yolanda de Dios, and Jocelyn Domingo.

MARY MASSAB, 1978 MISS MAGNOLIA. Maryknoller Mary Massab was chosen as Miss Magnolia 1978, but found greater fame post-Magnolia, as part of the original cast of the hit movie “Iskul Bukol” (1980), based on the popular Tv series starring Tito, Vic and Joey, and “My Juan and Only”, with Dolphy and Panchito (1982). She is now Mrs. Carandang.

JOANNA PARAS, 1979 MISS MAGNOLIA. In 1979, Joanna Paras was acclaimed the winner of the Miss Magnolia title. The daughter of a Procter & Gamble executive Renato Paras and Aurea Gutierrez, Paras was a 3^rd year Marketing and Management student of Assumption, a Dean’s Lister, no less, when the contest beckoned. A member of the famed Bayanihan Dance Troupe, she has traveled extensively and has perfomed in Europe, South America, U.S. and some socialist countries. Her court included Ruby Ann Bonanza (2^nd, an HRM sophomore0, Joy Alindada (3^rd,  a senior Psychology student), and Nadine Ramirez (4^th, staff nurse, Philippine Heart Center). Bonanza appeared in one movie, “Condemne”(1984), and then joined the PR division of Magnolia.

GERALDINE LOPEZ, 1980 MISS MAGNOLIA. Geraldine “Dindin” Lopez was the last Miss Magnolia, elected in 1980. It was a hotly contested battle between her and another Geraldine—Geraldine “Dina” Bonnevie.  But the popular University of the Philippines-HRM student pipped her in the finals. After her reign, she took up her MBA at the Asia Institute of Management, and joined the banking industry, with stints at Citibank, PBCom and Security Bank, She is now Mrs. Nakpil. Her court included included runner up Dina Bonnevie (actress, dubbed as ‘Drama Queen”), Thelma Aranda (3^rd, TV newscaster at RPN , turned children’s book author, now Mrs. Sugay), and Ma. Lourdes “Malu” Maglutac (TV host, now Mrs. Chiongbian).

SOURCES/CREDITS:

I am indebted to Mr. Tony Paat for providing the photos and news clippings of Vivian Avila, Malou Perez, Gina Aragon, Mary Massab. Many thanks, Tony!

423. MAGNOLIA FRUIT DRINKS, "Truer to the Fruit!", Print Ads. 1983-1990

In the early 1980s, SMC-MAGNOLIA entered the lucrative juice and juice drink market with a brand called Nature’s Best Orange Drink. It had also introduced in 1981, a premium bottled fruit juice brand called Magnolia Juice, in Orange, Mango and Guyabano flavors. Nature’s Best proved to be more viable, especially with the growing shift from bottled packaging to the cheaper, recyclable tetra-pack cartons.

TRUER TO THE FRUIT, Launch Ad, 1983

Magnolia eventually dropped the more expensive bottled juice line and retained Nature’s Best for some time, only to be incorporated in a new fruit drink line introduced in 1983:  MAGNOLIA FRUIT DRINKS in single-serve tetra cartons with straws.

The launch materials include a Radio Jingle that was composed and sung by the Apo Hiking Society, with the catchphrase: “Give me the fruit…or give me Magnolia”, commissioned by its agency Ace-Saatchi & Saatchi.

LISTEN TO MFD RADIO BY APO HIKING SOCIETY, 1983 HERE:

 The MAGNOLIA FRUIT DRINKS line would expand to include Buco (Coconut water), Mango,  Guyabano (Soursop), and Calamansi (Philippine Lemon) juice flavors. The carton-packed fruit drinks survived the 90s decade, and would be reformulated several times.

In 2000s, MAGNOLIA FRUIT DRINKS reverted to PET bottles and crowned bottles. Today the MAGNOLIA FRUIT DRINK line is applied to bottled products (Grape and Orange Flavors) advertised in tandem with their fruit-based HealthTea line,

SOURCES:

1983 Magnolia Fruit Drinks Radio Ad featuring The Apo Hiking Society, https://www.youtube.com/watch?v=_NdqRBUYaNg, uploaded by 莢豌豆本舗 2018.

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

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

186. Top Male Model of the 1980s: LEO RABAGO

LEO RABAGO, Naturelle Print ad, 1987.

One of the most sought-after models of the 1980s was discovered in a most unusual way. Leoncel Rabago, a gangly youth in his early 20s, was out skating at the famous  Skatetown of  Ali Mall in Cubao, when a talent caster passed by and saw something special in the slim and agile looker.

Archie Corteza was then one of the leading talent casters of the Philippine advertising industry, and he knew a raw talent when he saw one. 

After all, he had been successful in discovering and launching the careers of so many commercial talents—from Camay girls,  Close-Up teen couples, Cinderella fashion models to San Miguel Beer babes and hunks. 

He handled the likes of young Eric Quizon, Lito Gruet, Lloyd Sammartino, Miguel Rodriguez, Cris Coburn, who all had their start in commercials.

Corteza took the young skater—an adopted child-- under his wing. He enrolled him in a gym, trained him in fashion camps, introduced him to couturiers for their runway shows, and helped  transform him into a new commercial modelling sensation—Leo Rabago.

He first started appearing in fashion print ads, as these were simple enough. By 1984, his schedule was full, bagging  plum assignments from Cinderella department store, Walker, and his biggest break yet—as a resident model for SM, the biggest department store chain in the country.

In 1986, Leo Rabago entered the first ever Bodyshots Modelling Competition, organized by the Fashion Designers’ Association of the Philippines (FDAP). 

This contest was the launching pad for the showbiz careers of such winners as John Estrada, Alain Sia, Richard Cepeda, and Zanjoe Marudo. Not surprisingly Rabago emerged as the top model of the Male Division, Professional Category. 

The victory clearly established him as the country’s leading male model, boosting his stock and career to an all-time high.

He continued to model in fashions shows, appeared in MTVs., but TV commercial assignments—which were more lucrative—eluded him; it seems he  could not go past beyond the high-fashion image that he projected. 

As a result, he was often seen as a dashing escort, a secret admirer, or as a boyfriend—but never the lead.

 

LEO RABAGO AS SM SHOEMART SIGNATURE MODEL, 1984

With limited projects as he turned 30, Rabago left modeling,  got a new talent  manager and  tried his hand in acting. He debuted in the Gabby Concepcion-Maricel Laxa headliner “Ayoko Na Sanang Magmahal” in 1993. His next appearance was in the award-winning film “Wating”, a support to Richard Gomez. 

RABAGO, IN A WALKER BRIEFS Print Ad, 1984

He accepted whatever work was available, and even did sexy films with such titles as  “Hapdi ng Tag-init” (1997), “Alipin ng Aliw”, “Campus Scandal”, “Bawal”,  (1998) and “Alipin ng Tukso” (2000) and “Lakas ng Pag-ibig” (2001). There would be no more film and TV assignments beyond 2001.

LEO RABAGO, plays support to Suyen Chi in a LAGERLITE PRINT AD, 1986

Along the way, Rabago fathered several children;  most  were married and abroad. Misfortunes continued to hound him; in 2000, he was jailed for assaulting the live-in partner of his sister with a knife. In 2010, his adoptive mother, Froilanda Rabago, died of aneurysm, a profound loss that deeply depressed and affected him. Not long after, Rabago began developing what he thought was acute amoebiasis. It turned out it was colon cancer.

LEO RABAGO, IN A MAGNOLIA YOGHOURT AD, 1987

Friends from the modeling industry took care of him in his dying days. Leo Rabago, once the most in-demand model of the 1980s ,passed away in the charity ward of the Eulogio "Amang" Rodriguez Medical Center in Marikina City on 10 February 2011.

SOURCES:
Former model actor Leo rabago dies of colon cancer: http://www.gmanetwork.com/news/showbiz/content/212720/former-model-actor-leo-rabago-dies-of-colon-cancer/story/
FB Page "Remembering Archie Corteza" (1948-2015)

120. PUREFOODS SMOKEY’S SAUSAGE WORLD: “The Sausage Surprise of your Life!” Jingle, 1982

SMOKEY'S TRAY LINER featured sausage trivia such as this, used at the Quad outlet, 1982

Since the 1960s, Pure Foods Corp. was a dominant meat products company whose hotdog, sausage and processed meat products were favorites on many Filipino tables. In the 1980s, the company decided to enter the fast-food industry through outlets that offered an assortment of hotdog-based products, from plain dogs to fancy sandwich preparations,  freshly prepared and sold at reasonable prices.

 

SMOKEY'S TRAY LINER, agency-designed for the 1st Quad outlet, 1982.

The first step was to create a name for the said fast food concept, and the task fell to Ace-Saatchi & Saatchi Advertising, formerly Ace-Compton. The Creative Team drew up a list of name studies that were whittled down to 3 Finalists—Steven’s, Sidney’s and SMOKEY’s.

 

SMOKEY'S TRAY LINER. Illustrated by  account executive, Dinky.

After the names were subjected to Focus Group Discussions, the winning name was chosen—SMOKEY’S. A product descriptor was appended to capture the wide variety of sausage offerings, and thus the full brand name became SMOKEY’S SAUSAGE WORLD.

 

SMOKEY'S TRAY LINER. 1982, "Hotdog with a  Healthy Purpose"

The first outlet of SMOKEY'S was opened on November 1982 at the Quad Car Park in Makati City—the first sausage parlor in the country. The launch was complemented with full advertising support. To get across the message that there’s more to sausages than just hotdogs---the agency creative came up with the thematic line—“Get the sausage surprise of your life!”.

LISTEN TO SMOKEY'S 1982 JINGLE HERE:

A jingle-based commercial  was produced that dramatized the surprising varieties— from the juiciest, tastiest to the fanciest and hottest hotdogs in town! While we do not have the commercial, we still have the jingle that was composed by award-winning jinglemaker, ms. Charo Unite and ably sung by Jakiri.

 

SMOKEY'S SAUSAGE TRIVIA: Secrets of Roman Victories, 1982

After its successful launch, Smokey's franchise became popular to independent business entrepreneurs in Metro Manila. By 1989, franchising was expanded to include provinces, thus making SMOKEY’s a national name. 

In 2002, Purefoods, the top meat products company was merged with the country's number one brewery corporation, San Miguel, giving birth to the new San Miguel-Pure Foods Corporation. 

EVOLUTION OF THE SMOKEY'S LOGO

Now simply known as SMOKEY’s, its carts and kiosks continue to give customers the most enjoyable and delightful sausage surprises of their lives.

CREDITS:

CLIENT: PURE FOODS CORP.

AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING

CREATIVE DIRECTOR: Mon Jimenez Jr.

COPYWRITER: Alex R. Castro

ART DIRECTOR: Buddy Luna

COMPOSER: Charo Unite

ARTIST: Jakiri

SOURCES:

Company Background: http://www.smokeys.com.ph/ourCompany.php

Smokey’s Cart Photo: http://franchisemanila.com/wp-content/uploads/2012/12/smokeys-food-cart-package.jpg

114. Creative Guild TV Ad of the Month, August 1989: GOLD EAGLE BEER, “Pagbabalik”

KA FREDDIE FLIES HIGH WITH GOLD EAGLE. Print ad, 1989.

One of the strong contenders for the Creative Guild TV Ad of the Year for 1989 was a commercial for GOLD EAGLE BEER, entitled “Pagbabalik”, produced by PAC-BBDO (Philippine Advertising Counsellors) for San Miguel. GOLD EAGLE BEER has been making headway since it was it was introduced in the early 1980s as a flanker brand. McCann-Erickson had originally handled its launch with its “Let the Gold Eagle Fly” campaign, showing a man releasing an eagle in the air.

When the brand moved to PAC-BBDO, the agency created a successful campaign—“Para sa Iyo, Pare Ko”,  starring the rowdy “Bad Bananas” gang (Christopher de Leon, Edgar Mortiz and the late Jay Ilagan) in 1988.

The next year, folk icon Freddie Aguilar was tapped to appear in a new ad that still carried the theme, but with a more subdued, nostalgic mood and tone. The San Miguel connection with San Miguel was also strengthened with a message overlay, “May pangalan ‘to, pare ko” (This beer’s got a name, friend).

WATCH GOLD EAGLE "PAGBABALIK" TVC 30s HERE:

The GOLD EAGLE BEER “Pagbabalik” TVC follows the homecoming of Freddie Aguilar in his old town, after making a name for himself---where he is warmly received by long-time friends, neighbors, town mates and his barkada. The jingle, sung by the folksinger, talks about going back to one's roots, and the importance of keeping one’s name—which is an implicit reference to San Miguel, the name behind GOLD EAGLE. Two versions were made—one, a mostly instrumental version (“Freddie”), and the other, utilizing the full jingle (“Pagbabalik”)

WATCH THE  GOLD EAGLE "Freddie" VERSION HERE:

The commercial was well-received for its cinematography that captured the rustic,, provincial feel of an old town, and for the jingle that could very well have been the theme song of a balikbayan or an overseas Filipino worker. When the Creative Guild of the Philippines convened to vote for the best ads of 1989, GOLD EAGLE BEER’s “Pagbabalik” was selected as the best TVC for August. It also was a nominee for Best Direction (Vitt Romero), Best Cinematography (Rody Lacap, Jun Kraft, Fred Manansala), Best Jingle (Charo Unite, for both versions), Best Production Design (Joey Luna, Aped Santos, Gino Marasigan).

CREDITS:

AGENCY: Philippine Advertising Counsellors-BBDO

CREATIVE DIRECTOR/WRITER: Romy Sinson

ART DIRECTOR: Pit Santiago

PRODUCER: Vivian Abalos

JINGLE COMPOSER: Charo Unite

SINGER: Freddie Aguilar

PRODUCTION HOUSE: Provil, Unitel ('Freddie' version)

DIRECTOR: Vittorio Romero

CINEMATOGRAPHERS: Rody Lacap, Jun Kraft, Fred Manansala

CLIENT: SAN MIGUEL BEER CORP, BRAND: Gold Eagle Beer

SOURCES:

1990 Creative Guild Ad of the Year Program

youtube: https://www.youtube.com/watch?v=cG4z-CDRJNI, uploaded by Filmmaker Vitt Romero, published on May 11, 2014

youtube: https://www.youtube.com/watch?v=1TDKIzlLygA&t=8s, uploaded by Filmmaker Vitt Romero, published  May 13, 2014