Originating from Cebu, PENSHOPPE is a youth lifestyle
brand founded in 1986 by Golden ABC, Inc. It started as a T-shirt fashion store
and enjoyed sustained success in the South, encouraging the company to
expand its market in Manila by opening a branch in SM North Edsa. In less than a
decade, it was competing against the more established Bench, and was gaining
attention for its creative-driven national advertising.
WATCH PENSHOPPE "MIME" 1993 TVC 30s, HERE:
This 1993 campaign “Express Yourself” was one such example featuring a series of young people in an audition setting expressing their dreams and aspirations. “The Mime”, was part of the print series . Since then PENSHOPPE has also used local young stars like Ryan Agoncillo, Cogie Domingo, and even scored a coup by casting global celebrities Mario Maurer, Ian Somerhalder, Ed Westwick, Mandy Moore and Zac Efron. PENSHOPPE’s advertising agencies included Ace-Saatchi & Saatchi and TBWA-Santiago, Mangada, Puno.
SOURCES:
PENSHOPPE, Audution :MIme: TVC, https://www.youtube.com/watch?v=pq_IRQXyOOU, uploaded by FELIXBAKAT76, May 12, 2008.
Chanteuse EVA EUGENIO (b. 22 Jan. 1946), was a successful
pop singer dubbed as one of the country’s "Jukebox Queens", so called
because of their hit songs that were popularized via jukeboxes, that were music
entertainment staples for the masses. The pay-for-play jukeboxes were once available
in places of leisure and convergence like in billiard and pool halls, beer gardens,
restaurants, cabarets and downtown establishments.
Jukebox Queen EVA EUGENIO ALBUM COVER
Eugenio shared the title with Claire dela
Fuente and Imelda Papin, singing melodramatic songs that spoke of anguished
love, troubled relationships, and broken feelings---themes that resonated with
the common tao. They were all sung in similar styles, with a lot of angst,
sensuality, verging on tearful sentimentality.
The titles of her hit songs, recorded under Polyeast
Records, conveyed it all: “Tukso”, a
massive hit in 1979, “Pag-ibig na Walang Dangal”, “Kaligayahang Pansamantala”,
“Gulong ng Palad)”(1980), “Kasalanan Ba?”, “Umaga Na, Wala Ka Pa” (1981)
and “Uhaw” (1982).
At her peak, she made the rounds of top TV shows, top clubs and hotels, out-of-town
engagements nationwide, and was a much-sought after performer in the Asian
entertainment circuit. She even ventured into movies and even made one based in
her song: “Hoy,Tukso! Layuna Mo Ako”, ” with Joseph Estrada.
Eugenio’s popularity among the masses was not lost among advertisers. Legendary adman MinyongOrdoñez of Basic Advertising, chose her to resurrect a dying pomade brand THREE FLOWERS BRILLIANTINE, that has been around in the Philippines since the 1950s. He created the theme “Lalaking Disente” (man of decency), which very much described the image of a Filipino gentleman—handsome, well-groomed, polished, a true cavalier—qualities that are fast disappearing in these modern times.
WATCH 3 FLOWERS "LALAKING DISENTE" TVC HERE:
The quick fix for that of course, is the tried and tested
THREE FLOWERS BRILLIANTINE. It was Eugenio who sang a paean to this man
who has captured her heart at first sight--“hindi ko mailihim ang damdaming
sa aking dibdib, na nagsasabing ika’y mahalin…Lalaking Disente. Eugenio sang
it so intensely, moving men to rediscover the old brand and revert back to
being the gentlemen that they were.
TOSHIBA WITH EVE EUGENIO, 1983
THREE FLOWERS BRILLIANTINE was Eugenio’s most
renown endorsement project, but it wasn’t the last. Four years after, she
bagged another lucrative deal with TOSHIBA, a leading Japanese electronic
company that specialized in audio and video appliances like Bombeat, Beta and
VCRs. She did a local print campaign and had the chance to go to Japan and
promote the TOSHIBA brand in malls and trade shows.
EVA IN A TOSHIBA EVENT IN JAPAN
Today, EVA EUGENIO continues to accept bookings for
shows, and ocassionally appear as guests on TV noontime shows, and in game
shows, the most recent of which was in “I Can See Your Voice PH”, a mystery
music contest franchise.
BANCO FILIPINO, The First Bank, and its iconic logo.
BANCO FILIPINO was founded in 1964 in Plaza Sta.
Cruz by Tomas Aguirre, whose fortune was built on his successful pawnshop
business.The finance industry was
stunned by its phenomenal growth, and by 1966 was considered a major player in
the banking field.
BANCO FILIPINO....Bank Anytime! 1966 Ad
By the 1970s, it had attracted over a million patrons,
and in the 80s, had 89 branches nationwide. It parlayed its early success into
a sprawling real property development project-- BANCO FILIPINO HOMES, or
B.F. Homes, located in Las Pinas and Paranaque, the largest gated
residential community in Asia.
B.F. HOMES, Print Ad. 1967
It touted itself as the FIRST BANK, as it indeed,
it was the first bank to pay interest on savings deposit, and the first to pay
interest in advance to those with time deposits. BANCO FILIPINO built
its string financial base by accepting small peso deposits, including coin
deposits from small entrepreneurs and unique products like Happy Savers Club
promoted with children in mind.
ARAW-ARAW INTEREST NG INTEREST! 1965-66 Print Ads
BANCO FILIPINO further strengthen its position of
advantage through advertising.The campaign of BANCO FILIPINO was also first in
the industry, in that it used consumer language in Pilipino as early as 1968—“interest
last month, interest this month, interest next month, interest araw-araw!”.
This kind of advertisement was alien to those in the
banking industry—most banks then had been using abstractads such as “Your Partner in Progress”, or
“Place your Future in our Hands”. Then, a year later, when there was a bank run
and BANCO FILIPINO survived it, the slogan “Subok na matibay,
subok na matatag”—to indicate the bank’s stability and strength, was
employed and eventually became a by-word.
WATCH BANCO FILIPINO'S 'Interes ng Interes' TVC HERE:
The campaign is attributed to Ace-Compton, and the
slogan to copywriter Frankie Lacambra (he also created the Bank of Asia “Madaling
lapitan”campaign), which was used
for many years in the bank’s TV and print ads.
BANCO FILIPINO’s amazing run ended in 1985, when
the bank went insolvent and was ordered closed by Central Bank. But after the
Supreme Court declared its closure illegal, the bank reopened in 1994, using
the same communication platform thatmade it famous---“subok na matibay, subok na matatag”.But business was never the same after that. BANCO FILIPINO was
closed again in 2011 by Central Bank for its massive liabilities that exceeded
its assets, leading to its permanent demise.
SOURCES:
4 As Philippines, youtube channel
De la Torre, Visitacion. Advertising in the Philippines :
its historical, cultural, and social dimensions,Tower Book House, 1989
1964-1971, Special Supplements, Banking Institution,
Sunday Times Magazine.
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 1st 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, GlomiroseAmor 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
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.
DARI CREME WITH HONEY, 'How Sweet it is to be Loved by You", 1989
DARI CRÈME was one of the first products of Procter &
Gamble PMC (now P&G Phils., Inc.) launched
in 1959. It was the first locally manufactured refrigerated margarine and was
introduced as a local alternative to imported butter. By 1990, it owned 70% of
the butter-tasting spreads market.
So
successful was DARI CRÈME that in 1989,
P&G decided to launch a new taste: DARI
CRÈME Honey. It was introduced to the market in response to growing demand
for a wider variety in margarine tastes. This variety was made with “the real
goodness of honey”, and capitalized on the habit of slathering pancakes and bread
with butter and syrup.
WATCH DARI CREME HONEY TVC 15s Here:
It was
so successful that at one point, it held a substantial chunk of the total DARI CRÈME business. Aside from DARI CRÈME Classic, there was also a DARI CREME Buttermilk variant.
The 15
sec. commercial for DARI CRÈME Honey
was created by Ace-Saatchi & Saatchi, one of the accredited agencies of P&G
Phils. It featured a James Taylor song, “How
Sweet It Is”, and a honeybee animation. The kid talent was the young Paolo Contis. The agency creative team was led by Cid Reyes (Creative Director), Lilit Trinidad (Copywriter), Bingo Bautista (Art Director). DARI CRÈME Honey was good for
just a few years, until P&G ceased production of this once popular variant.
JAG JEANS TVC featuring FatBoy Slim's "Gangster Tripping"
From the mid 1990s to 2000, JAG JEANS, a product of
Fil-Pacific Apparel Inc., invested in advertising to level-up its image in the
crowded jeans market that included known imported brands and rising local,
quality brands.
TWO JAG MODELS MEET
It was during this period that it churned out a slew of
commercials that began turning head—from the 1996 “Merman” TVC, that won a Creative
Guild Award, to the “Senses” TVC for it female jeans line that captured a
significant number of production/technical awards (best in cinematography, art
direction) at the Philippine Advertising
Congress in 1998.
In 1999, JAG JEANS took another risk by launching a campaign
that was shot in Sydney, Australia for 9 days, using Aussie talents and a
production house. In this casually cool
commercial, the city becomes the ramp on which our JAG JEANS strut their
fashion stuff.
We follow them around, walking and posing nonchalantly on
the graffiti-lined streets, inside a
train, a male’s shower room. The music of FatBoy Slim provided the track for
this commercial with his big beat, electronic new funk rock song. “ Gangster
Tripping”.
The 30 sec. JAG JEANS had even shorter 15 sec. versions, one
of which is featured here.
CLIENTS & AGENCY CREATIVES WITH SYDNEY PRODUCTION CREW
CREDITS:
AGENCY: JIMENEZ DMB&B
Copywriter: ALEX R. CASTRO / Art Director: DON SEVILLA III
The 1990 Ad of the year reeks of foreign (specifically
Italian) flavor, but was actually a locally-written, locally-produced effort
full of recognizably Pinoy values and pushing a product that is an apparent
bestseller among Filipino housewives.
“Novices” was a 45-sec. TV ad created by McCann-Erickson for
Del Monte Philippines’ unadulterated spaghetti sauce, touted as having the most
authentic Italian flavor because of its generous serving of herbs and spices.
“Del Monte had been a McCann client “forever”, recalls
president Emily Abrera, who was both writer and creative directors for the ad.
“When I joined the agency 17 years ago, they were already here.”McCann had already launched the product a couple of years
earlier with a hugely successful spoof entitled “Godfather” featuring a Vito
Corleone/Marlon Brando deadringer an won raves for the ad’s production values,
“Clients wanted something just as good,”Abrera says, “and the
idea was still to do something sort of Italian,” to again underscore the
product’s authentic flavor.”
A commercial full of nuns was not the first storyboard
approved for productions; the original idea was to stage a raucous family
gathering in the true Italian tradition.
“My father is Italian”, Abrera asserts,”so there was
certainly a lot of noise in my family!”. Everybody thought that the nuns would
be more unusual, however, and then account manager Rosanna Henares went as far
as consulting real-life sisters about the idea.
WATCH DEL MONTE SPAGHETTI SAUCE "Novice" TVC Here:
Uploaded by Kape WithCream
The images were ideal; the conventsetting, with its cast of hard-working,
industrious residents, stressed the points of ready-made product that tasted as
heavenly as the traditionally-prepared favorite. (“Two hours, mother!”, one of
the novices exclaims), and the Mother Superior, sublimely played by stage
actress Benita Steiger (the production had to wait until Steiger returned from
a London vacation), was the epitome of domestic authority whipping up meals
with divine mandate. “Remember, it’s a Christian country,: Abrera says of the
Philippines, ‘and nuns are always taught never to take credit.”
As the possibility of offending the religious sensibilities
of viewers, Abrera changed the final line from”Praise the lord”, to “Praise
Him”, which Steiger delivers with upturned, knowing eyes in response to the
novice’s compliment, “Praise you
Mother.”
BENITA STEIGGER, with Repertory Phils. Actors
The end copy, “Preferred by mother” is the ideal
double-entendre endorsementfrom both
the domestic and religious sectors. “There was definitely a chuckle factor, but
we didn’t want to make fun of anybody,”Abrera says. It was certainly more charm
than humor.
The ad was shot in 3 days in te arched ruins of an abandoned Manila bank building that looked appropriately solemn with proper lighting and
set design. Once again, casting proved critical. “We wanted young girls who
looked absolutely virginal,” Abrera says, “and this was one of those cases
where, if you didn’t have the right faces, the ad wouldn’t work, even if you
had a good idea.”
The youngest talent was 12 years old, and the carefree
lasses were not above lifting their heavy cheesecloth costumes between takes to
air their sweating legs. Smoke, camera filters, Joey Luna’s ethereal;
production design on a low budget, and Butch Perez’s inspired direction
contributed to the making of a polished, truly different commercial with an
underlying Filipino sensibility.
“Oh, but we have a lot of common with the Italians, don’t
you think?”, Abrera asks, Enoighto proper; Del Monte Spaghetti Sauce to the top
of its market.
CREDITS:
AGENCY: McCann-Erickson / ADVERTISER: Del Monte Philippines
PRODUCT: Del Monte Spaghetti Sauce
CREATIVE DIRECTOR/ COPYWRITER: Emily Abrera
ART DIRECTOR; Ding Villamor / PRODUCER: Baby Enriquez
DIRECTOR: Butch Perez
CINEMATOGRAPHER: Rody Lacap / EDITOR: Billy de Leon
PRODUCTION DESIGNER: Joey Luna
PRODUCTION HOUSE: Electromedia
REFERENCES:
Article lifted from: PERFECT 10: A Decade of Creativity in Philippine Advertising,
edited by Butch Uy, p.54
PEPSI COLA in the
Philippines has been around for over 70 years, and in the mid-1960s, launched
its own orange soda brand, MIRINDA.
Meant to compete against the more established Royal Tru-Orange, MIRINDA was
launched with its own campaign and promotional support, starting with the “More
Fun” print series in 1966.
Its early TV ads were canned commercials from the U.S.,
notably the “Orange Avalanche” , which featured thousands of oranges magically
appearing, dropping and bouncing
everywhere---to dramatize the “natural orangy-ness” of the soda.
WATCH MIRINDA'S 'SUNSHINE DRINK' TVC HERE:
(c/o Jojo Bailon, Voice on the 3rd)
It was only in 1978 that the brand had a local campaign hit
with the “SUNSHINE DRINK” campaign,
which reinforced the product’s 100% natural orange taste. This was visualized
by“slicing” a MIRINDA bottle and squeezing that half of the bottle on an orange
squeezer—as if it were a real orange. The voice-over announcer goes: “If you can slice it like an orange, squeeze it like
an orange, then you’ll discover the 100% natural orange taste of MIRINDA”.
Conceived and produced by J.Walter Thompson Phils., MIRINDA’s “SUNSHINE DRINK” campaign
endured through the early 1980s.
During the Creative Guild of the Philippines Ad of the Year
Awards Night held at the Metropolitan theater in Manila on 30 August 1988, the
first ‘Models of the Year’ awards were given. Ten best commercial models were
cited for their effective portrayal of distinctive characters who showed
skillfull acting that “captured the drama between product and consumer”.
Creative Guild Ad of the Year 1988 program
Acting awards were also given and that year’s winner for
BEST ACTOR IN A TV COMMERCIAL for 1987 -88 went to the rising young star JULIO
DIAZ, a film and stage actor. He had received a Best Actor Gawad Urian Award
nomination for his performance in Takaw Tukso (1986).
The commercial in which he starred was for GINEBRA SAN
MIGUEL, produced by Philippine Advertising Counsellors/BBDO. Entitled “Homecoming”,
the TV ad was part of the brand’s then-thematic
campaign “Ikaw at Ginebra…Magkasangga!”.
WATCH GSM "Homecoming TVC" with Julio Diaz
The ad is a story about a prodigal son, who may have worked for years in
a big city like Manila or even abroad, returning to his small town. There,
familiar faces and memories welcome him, capped by a reconciliation with his
family and a reunion with his barkada—over GSM of course.
GSM "Homecoming", screengrab from commercial
Diaz had no dialogues in the TVC and the moving commercial
relied on his emotive skills. For his Best Actor award, he was cited “for
sympathetically essaying the role of a modern man rreturning to the fold of
family and friends” and “for a deeply internalized characterization, proving
that the human face, even in the absence of speech, is the eloquent instrument
of emotion”.
JULIO DIAZ, in later years, Julio Diaz FB page
Diaz went on to become an accomplished film actor receiving
prestigious more nominations from FAMAS (Best Actor, Sakay (1993) and Bayani
(1992), Gawad Urion and Young Critics Circle. Diaz was well known for such
films as: Sinner or Saint (1984), Paano Tatakasan ang Bukas? (1988), Kailan Ka
Magiging Akin? (1990), Bayani (1992), Sakay (199),The Flor Contemplacion Story
(1995), Segurista (1996), Batanes (2007), Serbis (2008), Kinatay (2009), and Biyaheng
Lupa (2009).He was also seen in popular TV series like ABS-CBN “Asintado” (2018) and “Ang Probinsyano” (2016).
BEAR BRAND Sterilized
Milk is an iconic milk brand with a
long history in the Philippines, one of the first brands to be imported locally
at the turn of the 20th century. It is no wonder that “Marca Oso”,
as it was popularly called, became a part of the everyday life of Filipinos for
many generations. The heritage story also inspired the creatives of Advertising
and Marketing Associates (AMA) Consolidated to use this angle in crafting BEAR BRAND’s new campaign around 1981, producing a "Decades" TVC that used vignettes to show how the milk brand played a role in nourishing Filipino families, under the theme--"The special milk trusted for generations"/
Few years down the road, around 1988, a refreshed campaign was launched again for BEAR BRAND, usin te same thematic line, but executed differently.
WATCH THE BEAR BRAND TVC HERE:
The result was an epic, jingle-based commercial that was
unprecedented in terms of length (a minute and a half!) and cost—a novel idea at that time. The agency
came up with a series of period commercials situating BEAR BRAND in the lives
of Filipinos through decades, adding the line, "So much a part of our lives", to the original positioning statement "The special milk trusted for
generations”.
The commercials were noted for their grand production
design, period sets and wardrobe, plus wonderful casting. The main commercial was pure nostalgia, prefaced by the jingle line “I remember yesterday, the world
was so young….” , shows a 1930s scene where family members visit grandma. A
young boy is prodded to “dance with Lola”, with courtesy shots of family
members drinking the milk.
A picture is taken by the boy’s father as lola and grandkid dance. Fast forward to the 1980s. A young girl points to the same picture, now old and framed, and points to the young boy. She asks an oldish man by her
side—“Is that you Lolo?”. To which the senior citizen replied—“Yes…Look at my
mole!”. We realize he was the same little boy 5 decades ago! The story comes full circle when the Lolo
starts dancing with her granddaughter.
The BEAR BRAND
“Generations” commercial not only became famous for its jingle, and memorable
dialogues, but an urban legend developed around the other girl talent (the one
wearing a ribbon) who is allegedly a
ghost. Her face, people say, is never seen in the commercial, and in the end
shot, she mysteriously isnot present!
The campaign lasted through the early part of the 1990s.
There has never been another BEAR BRAND ad that reached the level of prominence
and popularity that this campaign has achieved;in fact, most children of the ‘80s are quick to recall and sing the
jingle that began wistfully with—“I remember yesterday..”
CREDITS:
ADVERTISING AGENCY:
AMA Consolidated / CREATIVE DIRECTOR;
Eva Perez
ART DIRECTORS: Franz
de Castro, Roel Sunga / COPYWRITER: Joyce
Bustamante
CLIENT: Nestlé
Philippines
SOURCES:
Bear Brand old Commercial, https://www.youtube.com/watch?v=pBCguyjreXs, uploaded by Marwin Manuel, 17 Dec. 2009.
Dela Torre, Visitacion. Advertising in the Philippines, Its Historical, Cultural and Social Dimensions. Tower Book House. 1989.
PASALUBONG (or more popularly known by TV viewers as "Jennifer") Basic Advertising, 1991.
The unforgettable fastfood commercial that sold hundreds of
thousands of Jollibee products also sold thousands of Coralyn dolls---the same
doll brand featured prominently in the TVC.
The commercial , originally entitled “Pasalubong”, was the brainchild of the Jollibee creative team of Basic Advertising, renown
for creating “very Filipino” commercials.
WATCH JOLLIBEE'S "Jennifer" TVC here:
The venerable Minyong Ordoñez, being Basic's Chief Creative
Officer, oversaw the creation of the campaign written by veteran Kiko
Gargantiel. The theme of the one
minute-commercial revolves around the domestic challenges faced by busy working
couples, particularly a mother, who has to leave her child (Tricia) at home in distress over a missing doll,
Jennifer. Feeling guilty, she reassures her daughter that she will find her
doll, a promise sealed with a pasalubong of Jollibee treats. Indeed, the doll
is found, and the family celebrates with a Jollibee eating spree.
The project was assigned to production house Electromedia.
Chosen to direct the TVC was rising star director Mandy Reyes, who had
previously worked on minor projects before being given the chance to handle a
major production for an icon brand, Jollibee. Mae Paner ( now recognized more
as Juana Change) was assistant director for the October 1991 shoot date.
He remembers the project briefing. “In the original board, the child was missing a pet cat—instead of a
doll. But at that time, the “pusa sa siopao” story was going around
so, a ragdoll replaced the pet”.
The child talent who portrayed Tricia was 5 year-old Tricia Coronel. It was she who tearfully uttered the line “Nawawala si Jennifer..”,
and who kept calling out her name “Jennifer”, in a tone so touching, it moved
many viewers and led to a high TV recall.
Direk Mandy recalls shooting that pivotal scene inside a Bel-Air house location: “I remember
rolling the camera continuously (film pa yon) in that crying scene “Nawawala si Jennifer”, and I kept
on telling her—“isa pa, isa pa, isa pa.
Na medyo makulit na ko, then she just broke down crying while saying the line”.
Needless to say, the director got his perfect take and called it a wrap.
The commercial was aired to a rousing reception. Children imitated
Tricia’s plaintive cry—“Nawawala si Jennifer!”--and proceeded to call her name. That scene from the commercial was even spoofed in the musical comedy film "Andrew Ford Medina: "Wag kang Gamol!" (1991) that launched Tricia Coronel's brief showbiz career. The movie soundtrack even featured a song inspired by the commercial, entitled--what else--"Jennifer"!
TRICIA reprises her Jollibee role in the 1991 Andrew E. movie "'Wag kang Gamol" Screen grab: Courtesy of retrovologs.
Listen to "Jennifer", from "Wag kang Gamol"
It is claimed that many baby girls born in late 1991 (when the ad
was aired) were named “Jennifer”. Coralyn Dolls, also had their heyday, with a surge in demand and sales of their iconic cloth dolls.
As for “Jennifer”—she is still around, secured in a glass
case in the home of Direk Mandy Reyes, who spirited her away after the
shooting!
HITACHI SPACE WIND MODULE ELECTRIC FAN, Print Ad, 1980
In 1980, HITACHI-UNION,
a joint venture with Hitachi ldt., of Japan, introduced a new electric fan with advanced
features perfect for the cosmic age—the HITACHI
SPACE WIND MODULE ELECTRIC FAN.
The revolutionary fan has a Streamlined Body Base designed by the world’ s top engineers, and
an easy Space Slide Switch to change
fan speed. Its unique Aerodyne Control is
a special attachment to the fan guard that is designed to concentrate air-flow
and direct it as you please.
Who best to sell the new HITACHI SPACE WIND MODULE ELECTRIC FAN than a TV space alien—a MORK lookalike inspired by the 80s TV
hit series, “MORK AND MINDY”,
starring goofy Robin Williams.
WATCH BERT MARCELO'S HITACHI FAN
"MORK" TVC 30s HERE:
The Filipino comic counterpart was the equally
zany Bert “Tawa” Marcelo, who hammed
it up as a Pinoy Mork, who emerges from an egg dressed in a similar alien costume , and
selling the fan features using his famous Bulacan accent and spiced with his
trademark laughter.
EDDIE GARCIA, at age 49,"the greatest Filipino actor of all time", 1978
The veteran actor (and former Philippine Scout) Eduardo “Eddie” Verchez Garcia ( b. 2 May 1929/d. 20 Jun 2019), had
a long illustrious 7-decade career in showbiz, and was on the side, a director,
producer and TV personality.
The character actor was initially known for his villainous
portrayals, but through the years, these have come to include gay, father, grandfather,
superhero, kitschy and other offbeat roles. Garcia’s
last appearances before his untimely death in a filming accident were in “Hintayan ng Langit” and “Rainbow’s Sunset” (2018).
WATCH ANDY PLAYER SPECIAL AD
with EDDIE GARCIA, ca. 1985
(youtube upload: aianchan)
Later in his career, Garcia
found fame starring in TV programs including Little Nanay (2015–2016) and Ang Probinsyano (2016–2019). He is the
only one to be inducted in three categories in the FAMAS Hall of Fame: for Best
Actor, Best Supporting Actor, and Best Director, and the only Filipino to win
the Asian Film Award for Best Actor.
WATCH BEER NA BEER TVC
with EDDIE GARCIA, ca. 1990s.
(youtube upload: Commercial Muna!)
It was only at this stage in his life that advertisers
took note of his appeal and pulling power. Garcia
did a few commercials, like the ones you see on this spread. You can see why Eddie Garcia was widely revered as the "greatest Filipino
actor of all time".
WATCH BENCH TVC #lovelocalsuperstitions
with EDDIE GARCIA HERE:
(youtube upload: Benchingko/Films)
SOURCES:
1985 Andy Player Whisky TVC feat. Eddie Garcia
(Reuploaded; now WITH AUDIO), uploaded by alanchan80/
One of the most successful local brands to be launched at
the end of the 1960s is the popular CHAMPION
brand, made Fortune Tobacco Corp. (now Philip Morris-Fortune Tobacco Corp.
or PMFTC), owned by business magnate, Lucio Tan.
CHAMPION’s
early advertising programs were handled by Convey Advertising, which was
responsible for creating the "CHAMPION
talaga!” abbreviated from the longer “CHAMPION
sa lasa, Champion sa halaga, CHAMPION
talaga” selling line.
The repetitive line, incorporated in a simple, but
unforgettable jingle, raised awareness for CHAMPION
to an all-time level that made the brand one of the most well-known in the 70s.
All the agency needed to do was to refresh the commercial with sub-themes like “The
CHAMPION Generation”, “CHAMPION dumiskarte”, “The Brand of
Champions”, but always retaining the “CHAMPION talaga” element.
CHAMPION BROWN, introduced in 1974
CHAMPION Mild Menthols
were joined in 1974, with the more fashionable slim, brown versions called CHAMPION Brown.
WATCH A 1974 CHAMPION TVC HERE:
However, since January 1, 2007, when Republic Act 9211
was passed, all cigarette commercials on television, cable television and radio
have been prohibited. CHAMPION,
which celebrates its 50th anniversary this year, continues to be
produced and has its own following despite the absence of media advertising.
