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.
By 1974, the TV sitcom
“John en Marsha”, was RPN’s prized jewel, achieving consistently high TV
ratings, and raking in big advertising revenues for the channel. It had started
just a year before, in May 1973, and its
popularity was largely due to the talented ensemble, led by veterans Dolphy (John)
and Nida Blanca(Marsha) as the mismatched Puruntong couple (in terms of status),
whose relationship is plagued by meddling mother-in-law, Dely Atay-Atayan (Dña.
Delilah).
Supporting the leads were two newcomers—MARICEL SORIANO
(Shirley), who played the youngest of the Puruntong family, and Dña. Delilah’s
always-shrieking serving maid, MATUTINA.
MATUTINA aka Evelyn Bontogon, started as a radio voice talent.
The versatile Evelyn had an ‘elastic’ voice that she used to voice radio soaps—using
it to sound like a child, an adult or any other character. She was discovered for
TV when she was cast as a househelp named “Matutina” in a TIDE commercial where she used a a
high-pitched, shriek voice that made an impression on TV viewers, as well as
talent casters.
On the other hand, MARICEL SORIANO (b. 25 Feb. 1965) started her acting career at age 6 in the 1971
Sampaguita Pictures’ “My Heart Belongs to Daddy” with Tirso Cruz III and another
kiddie star, Snooky. Her grandmother had brought her to the studio
where Maricel charmed the producers with her acting and singing talent. She
attributes her comic skills to her on-screen father, Dolphy, who guided her
early in her career.
MATUTINA AND SHIRLEY, for Libby's Pork & Beans, 1974
Just like the other “John en Marsha” characters, MATUTINA
and MARICEL had their own following and fo this reason, the two were cast in a
LIBBY’S PORK & BEANS campaign that was launched in 1974.
In the Philippines, LIBBY’S PORK & BEANS was manufactured
under Libby’s license by RFM Corporation, Pasig, Rizal. Its main competitor was
HUNT’s, the market leader. The Maricel-Matutina campaign was notable for a
catchphrase –“LIBBY’s! It’s DI BIS!”
The LIBBY’s brand passed on to a succession of owners—Libby,
McNeill & Libby was acquired by Nestlé in 1970. In 1998, Libby's canned
meat business was sold by Nestlé to International Home Foods, and becameInternational Home Foods. In 2000, it was acquired
by ConAgra. Today only LIBBY’s Vienna sausage and Corned Beef are available in
the Philippines.
A COLLAGE OF TV SITCOM STARS AS PRODUCT ENDORSERS.
TV situation
comedy shows rose in popularity in the 1970s, and spawned many characters that were
loved, adored and worshipped, even if they were fictional figures created by
imaginative television creatives. Advertising agencies realized the pulling
power of these sitcoms and the believable characters that animated them, and
before long, these sitcom personas, began appearing in print ads to endorse
products and push services.
JOHN EN MARSHA for
LIBBYS’ (1975) and IMARFLEX (1987)
WATCH "JOHN EN MARSHA" HERE:
“JOHN EN MARSHA” was a hugely-popular TV
sitcom that ran for over 16 years (1973-1990) on RPN Channel 9. The sitcom
starred no less than the King of Comedy, Dolphy as the impoverished John
Puruntong, with Nida Blanca as his wife, Marsha Jones, who comes from a family
of means. Mother-in-law Doñya Delilah (Dely Atay-Atayan). is the foil who often
provides the conflict, berating John no end for his lack of drive when things
go awry (“Kaya ikaw John, magsumikap ka…).
The Puruntong children were played by Rolly Quizon and Maricel Soriano as the
young Shirley. Matutina played Doña Delilah’s side kick.
MATUTINA & SHIRLEY PURUNTONG for Libby's Pork & Beans, 1975
The JOHN EN MARSHA
characters appeared in a few ads, and the earliest from 1975 featured Matutina
(Evelyn Bontogon, in real life) and Shirley (Maricel Soriano, for LIBBY’S PORK & BEANS. “Libis is di Bis!” became the brand’s
battlecry which caught on wit the public. Maricel Soriano would grow into a
fine, award-winning TV & movie actress, and is dubbed as the “Diamond Star”
for her achievements.
MARSHA, DELILAH, AND MATUTINA, for 3-D Turbo Iron 1987
A decade later, JOHN EN MARSHA characters (Marsha, Doña
Delilah and Matutina) were tapped to promote IMARFLEX Turbo Cordless Iron in print ads that ran in women;s magazines
in 1987.
CHICKS TO CHICKS for LIGO SARDINES (1984)
WATCH 'CHICKS TO CHICKS' HERE:
Freddie Webb was Jimmy Capistrano to Noval Villa’s Ines, who portrayed his wife in this zany 1984 sit-com called CHICKS TO CHICKS.Aired every Wednesday on Channel 13, CHICKS TO CHICKS traces the hilarious goings-on in the Capistrano house that counts sexy belles like Carmi Martin, Ruby Anna, Maria Teresa Carlson, Bong Dimayacyac and Lorraine Schuck as co-residents. Chiqui (played by Chito Arceo) was the testosterone-driven brother of Ines. In 1987, it moved to Channel 2 (ABS-CBN) and retitled Chika-Chika-Chicks.
THE CAPISTRANOS (Freddie Webb & Nova Villa) of CHICKS TO CHICKS, 1984
The Capistranos, Freddie and Nova, were the featured endorsers for LIGO Sardines, in this print ad that came out in the 80s.
CHAMPOY for 3-D
DEBONAIRE ELECTRIC FANS (1980)
LISTEN TO 'CHAMPOY' THEME SONG HERE:
The revolutionary comedy show that did not sit too well
with the Marcos administration, began in 1980 as CHAMPOY. The gag show often featured politically-inspired
characters and sketches, performed by Subas Herrero,Noel Trinidad, Tessie
Tomas, and featuring Mitch Valdez. Aired on RPN Channel 9, CHAMPOY’s popular segments included “Mr. Boom-Boom”, “Walang
Sisihan”and Tessie Tomas’ impersonations—including Meldita, a parody of Imelda
Marcos.
SUBAS HERRERO, TESSIE TOMAS & NOEL TRINIDAD of Champoy for 3-D Fans
On its first year, CHAMPOY
bagged its first endorsement for 3-D products.
This print ad, which is part of a series is for 3-D Debonaire Fan models.
