510. She Taught the World to Sing: NORA AUNOR , Philippine Superstar, (b. 21 May 1953-d. 16 Apr. 2025)

445. Pilipino Advertising Klasiks (PILAK 2002) SPRITE “Japorms” TVC 30s, 1999

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.

CREDITS:

Client: Coca-Cola Philippines

Agency: McCann-Erickson Philippines / Creative Director: Teeny Gozum

Copywriter: Divine Gil / Art Director; Carlo Director

Producer: Telly Arce

Production House: Unitel

Director: Jun Reyes / Cinematographer: Boy Yñiguez

SOURCES: 

youtube, Sprite ‘Japorms’ commercial TV, uploaded by Divine Gil Reyes, 2016: https://www.youtube.com/watch?v=SI7-AhJfxZ8

 

426. SPRITE: "“Reaching For More”, Local Adaptation of a U.S. Campaign, 1980

SPRITE " Reaching for More" TVC 30: When Global goes Local, 1980

The late 1970s were a time of growth and robust business for Coke, and in 1979, a refreshing lemon-lime flavored soft drink with a crisp, clean taste was pipelined in the market, to compete against the established 7-Up brand that had been in the Philippines since the 1930s. The new soda in a green bottle was called SPRITE, which was concocted in 1961, and introduced 2 years later to the world by Coca-Cola.

 As was the case with multinational brands, McCann-Erickson Phils. was mandated to use the creative elements of SPRITE’s “Reach for More, Reach for Sprite” campaign, and the result is a localized version that made use of the same jingle, same sports vignette-type of execution, and same campaign theme. 

 THE ORIGINAL U. S. SPRITE VERSION, 1980

The most obvious differences were the choice of sports; U.S. version had Long Jump, Volleyball, Jumping Rope, and Karate, while the Philippines featured its popular sports disciplines like Swimming, Cycling, Billiards, plus the field event, Shot Put. There  were subtle differences, a change of line or words in the lyrics here and there, and the singers, too (Note the word "reachin'" in the end-frame slogan of the Philippine ad vs. "reaching" in the U.S. ad) The Philippine version was sung by popular singer, Becca Godinez (of "Shining" and Morris Albert fame).

     WATCH THE PHILIPPINE VERSION OF SPRITE

"Reaching For More" TVC, 1980 (Source: VOT III) uploaded by Dateline Anime

The SPRITE TV ad aired in the Philippines, pretty much adhered to the U.S. developed global commercial, and the formulaic campaign apparently worked as SPRITE became a major payer in the market. In the future, SPRITE commercials became more original and Filipinized, even with mandatories from the worldwide office--the “Magpakatotoo ka” series, under the “Obey Your Thirst” campaign.

SOURCES:

Sprite TV Commercial (PH) 1980, uploaded by VOT III via Dateline Anime, https://www.youtube.com/watch?v=9S1eUC1qquY

Sprite TV Commercial (US) 1980, uploaded by deftmahatma, 2010, https://www.youtube.com/watch?v=Kn5AIJVv6Ow

316. She Likes To Teach the World to Sing: SUPERSTAR NORA AUNOR FOR COKE, 1972

One of Coca-Cola’s most globally successful and popular advertising campaign was launched in 1971, conceived by McCann-Erickson executive Bill Backer. While in an airport in Ireland waiting for his next flight, he saw people in a huddle, chatting and laughing while having their Cokes. Inspired by the sight, he wrote “I’d like to buy the world a Coke..” on a table napkin. He discussed the lyrics with songwriter Roger Cook and Roger Greenaway, who set the words to a tune that they had used before for a song “True Love and Apple Pie” and ha the folk group the New Seekers record it as a Coke radio jingle.

THE NEW SEEKERS' VERSION "I'd Like to Teach The World to Sing"

THE HILLSIDE SINGERS COKE VERSION:

The jingle became a monster hit for the New Seekers (it reached the Billboard Top 15) that a TV commercial was produced entitled “Hilltop” . The band couldn’t make it to the shoot so a new group, The Hillside Singers,  were tapped to sing the Coke version of the song. 

WATCH "I'D LIKE TO BUY THE WORLD A COKE" TV HERE:

The commercial featured a group of  young people from all walks of life, coming together on a hilltop, while holding their Coke and singing to this new version  of  “‘I’d Like To Teach the World to Sing  (In Perfect Harmony). The Hillside Singers earned a Gold Record award from the Recording Industry Association of America. In addition to creating chart-busting records, the Coca Cola campaign went down in history as one of the greatest marketing campaigns of all time.

 NORA AUNOR VERSION "I'd Like To Teach the World To Sing"

The ‘Hilltop’ campaign was aired in the Philippines, but a local adaptation of the campaign was done by McCann Erickson in 1972 featuring superstar Nora Aunor no less--then at the pinnacle of her career. 

She did a full-tri media campaign, supported by sales promotions (Coke gave away autographed pictures of Guy and her Coke), and music marketing on radio via a full song recording of the hit jingle “I’d Like to Teach the World to Sing”, that was included in one of her long-playing albums under Alpha Records. 

Of course, three years later, she was singing a different tune. Coke was no longer it for Guy—she was having her Pepsi Day!

 

SOURCES:

https://www.wideopencountry.com/, 'I'd Like to Teach the World to Sing': The Story Behind the Classic Coca-Cola Jingle,

Youtube: “ The New Seekers - I'd Like To Teach The World To Sing 1972 with Lyrics”, https://www.youtube.com/watch?v=ZWKznrEjJK4, uploaded by islander8

Youtube: Hilltop Remastered, https://www.youtube.com/watch?v=C2406n8_rUw, uploaded by the Coca Cola Company, 4 April 2016. 

Youtube: “I'd Like to Teach the World to Sing (1972) by Nora Aunor (HD)” https://www.youtube.com/watch?v=1VJ3hz-nXCQ, uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.

Hillside Singers: https://www.youtube.com/watch?v=ASe7ioPis6I, Uploaded by Lorri Hafer, 7 Aug. 2015

The Hillside Singers, https://en.wikipedia.org/wiki/The_Hillside_Singers

302. The Holidays Are Coming: COCA-COLA’S SANTA CLAUS

COKE SANTA PRINT AD, 1952

The image of Santa Claus that the world is most familiar with, was largely shaped and influenced by the SANTA CLAUS in the Coke ads that were illustrated by Haddon Hubbard "Sunny" Sundblom (b. 22 June 1899/s.10 Mar.1976), of Michigan, an artist of Finnish and Swedish descent. He was commissioned by the Coke advertising agency, D'Arcy Advertising to provide the illustration. Sundblom was inspired by Clement Clark Moore's 1822 poem "A Visit From St. Nicholas" (or  "'Twas the Night Before Christmas) for his initial studies. 

COKE SANTA AD, 1950

As the Coca Cola Company wanted a SANTA that was realistic and wholesome, Sundblom designed one that was just that—a pleasantly plump, smiling SANTA with a warm personality like no other. Sundblom’s SANTA CLAUS first appeared in Coke ads in 1931 in The Saturday Evening Post, the Ladies Home Journal,The New Yorker and National Geographic, from where these ads came from.

 WATCH 'The Legend of Coca-Cola & Santa Claus" HERE:

*Source: The Coca-Cola Company, http://CokeURL.com/8lf4

Sundblom’s SANTA CLAUS appeared on holiday ads from 1931 to 1964, distributing toys to children, playing with kids, checking on refrigerators, reading letters. The Coke SANTA was used in many merchandising materials—from lifesize standees to calendars, billboards and even dolls—now pop culture collectiles. Over time, Sundblom's creation became the quintessential image of the most recognizable Christmas character in the world. 

The Coke SANTA never appeared in Philippine ads, although a plush SANTA doll modeled after Sundblom’s iconic illustration appeared as a prop in one ad featuring actess Jeaan Lopez in 196

SOURCES:

https://www.coca-colacompany.com/company/history/five-things-you-never-knew-about-santa-claus-and-coca-cola

youtube video: The Legend of Coca-Cola and Santa Claus, uploaded by the Coca Cola Company, 21 Nov. 2013.http://CokeURL.com/8lf4