490. I CAN SERVE, “Bowls” TVC 30s, 2002

2 BOWLS AND A MARBLE. Photoboard of the "I Can Serve" TVC, July 1922

Kara Magsanoc-Alikpala, a breast cancer survivor, is the Founder and President of I Can Serve Foundation Inc. (ICS)  Its mission is to arm women with breast care health and breast cancer information so they can make informed decisions about their health. It also provides access to special services that will help the breast cancer survivor recover and heal more effectively.

Jimenez D’Arcy (the future PublicisJimenez Basic) partnered with her foundation, to create its promotional materials for its programs, pro bono. PJB Co-CEO Ramon Jimenez Jr. (+), who was a close relative of Kara (her mother Letty Jimenez-Magsanoc was a cousin), would assign ICS projects to all his creative teams so they would get a chance to work with “more creative clients”—as Alikpala was cut from the same creative cloth—she was also a broadcast journalist, documentarian, producer, and foreign media correspondent.

Some of the promotional materials done by Jimenez D'Arcy for ICS

In July 2002, ICS rolled out its breast cancer education program with a low budget, 15 sec. commercial conceived by the creative team of Jenny Lao and Raoul Panes.

 WATCH "I CAN SERVE" BOWLS TVC HERE:

The short but stunning commercial entitled “Bowls”, used a simple parallelism story to send its important message: To have your breasts checked so you can stop guessing  stop guessing and worrying about cancer. The spot won an ‘Ad of the Month’ citation and was entered in international ad competitions and showcases worldwide.  The Creative Team went on to achieve bigger things: Jenny Lao, now married her cinematographer Jessie Pastor, became a sought after film director for commercials, while Raoul Panes went on to become the Chief Creative Office or Publicis Groupe-Leo Burnett).

CREDITS:

AGENCY: JIMENEZ D'ARCY

CLIENT: I Can Serve

CREATIVES: Jennifer Lao, Raoul Panes

AGENCY PRODUCER: Paul Suarez

PRODUCTION HOUSE: FILMEX

EEXC. PRODUCER: Ginny Vizcarra

DIRECTOR: Jennifer Lao

CINEMATOGRAPHER: Jessie Pastor

SOURCES:

I Can Serve FB Page

4 As Philippines youtube channnel

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