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

477. 1986 Creative Guild of the Philippines: BERT "Tawa"MARCELO, “Best and Biggest Talent of All Time”

BERT MARCELO, Creative Guild Awards Night, 1987

The Creative Guild of the Philippines awards night was held at the Rizal Theater in 1987, hosted by TV personality Ariel Ureta and Malu Maglutac, former Miss Magnolia runner up and news caster.

The highlight of the evening was the presentation of a Plaque of Achievement from the Creative Guild of the Philippines to an advertising icon—BERT “TAWA” MARCELO, who is a regular presence on the boob tube, ever since his first appearance in a San Miguel commercial in the early 1970s, produced by Philippine Advertising Counsellors.

WATCH THE SMB "KALENDARYO" TVC HERE ca. 1974:

The Baliwag native (b. 6 June 1936, Norberto J. Marcelo) embodied the Filipino everyman, made more authentic by his flair for Tagalog, complete with his provincial accent, and a happy-go-lucky attitude, amplified by his signature, high-pitch laughter. 

WATCH SMB "BERT MARCELO & BOSS" TVC HERE ca. 1975-76:

He is best identified with San Miguel Beer, which he endorsed for almost 3 decades, appearing in memorable commercials (“Isang Platitong Mani”, "Si-Boom", “Pupulbusin ko ang Dibdib Mo”, "Kalendaryo", "Bruno", etc) that made him one of the most recognizable personalities on television.

WATCH SMB "BERT MARCELO & BRUNO" TVC HERE, ca. 1976:

The plaque was presented to BERT MARCELO by Jun Urbano, commercial idrector behind his many San Miguel Beer commercials, and the Queen of Philippine Movies, Susan Roces. The citation reads:

ACTRESS SUSAN ROCES & DIREK JUN URBANO PRESENTS PLAQUE TO BERT MARCELO.

“The Creative Guild of the Philippines, under the auspices of the 4As (Asoocation of Accredited Advertising Agencies) Philippines, presents this Plaque of Appreciation to BERT MARCELO, a true original whose name is synonymous with laughter. Bert Marcelo brings in the advertising industry a unique style of product endorsement that blends warmth, sincerity, and humor and for enlivening and enriching the advertising industry with his participation and presence”. 

Signed by:

Mr. Teddy Jurado, President, 4 As of the Philippines

Mr. Cid V. Reyes, President. Creative Guild of the Philippines

Elsewhere, Bert Marcelo also did ads for HITACHI Electric Fans, Sierratone Beds and 680 Department Store. He also was a sought-after host, for talent shows such as “Ang Bagong Kampeon” (with Pilita Corrales) and the Baliksaya roadshows for OFWs worldwide. His silver screen appearances include “Pomposa, Ang Kabayong Tsismosa” (1968) ,“Tisoy” (1969), “Wanakosey” (1977), “Omeng “Mga Mata ni Angelita” (1978), and “Isang Platitong Mani” (1986).  He ran for the governorship of Bulacan in 1995, but lost; passing away shortly after a stroke on 16 Dec.1995.

 SOURCES:

Bert Marcelo mini-biography: https://www.imdb.com/name/nm1416288/bio/

 View on the 3rd,-Jojo Bailon, https://www.facebook.com/watch/?v=2716615658634997, poste 10 Nov. 2021

 4 A’s youtube channel: San Miguel, kalendaryo: https://www.youtube.com/watch?v=vWTT-AJP0PI

 The World Archives youtube channel: San Miguel Pale Pilsen,  Bert Tawa Marcelo & Subas Herrero "Boss" TVC 1975 (Philippines), https://www.youtube.com/watch?v=F04I-ese2as, uploaded by The World Archives, 2023

464.TOP 10 Advertising Models for 1988: CARMINA VILLAROEL, for "Jollibee Good Girl” TVC, 1988

12 YEAR OLD CARMINA VILLAROEL, in her debut JOLLIBEE TVC

Many actors and actresses have taken the “commercial route” to a career in showbiz, going to casting auditions conducted regularly by ad agencies in the hope of snagging any role for a TV appearance. One of those who made it in her early try was CARMINA VILLAROEL, who was just 12 when she was cast by Basic FCB for a Jollibee Commercial in 1988.

CREATIVE GUILD'S TOP ADVERTISING MODEL, 1988

Caster and future ad director Mario Sarmiento put her up for a lead role in the "Jollibee Good- Girl” TVC, that called for pre-teen talent with an angelic, innocent face, capable of demonstrating hopefulness, disappointment, surprise, and then sheer enjoyment and gratefulness, all in 45 seconds

The Jollibee clients approved Sarmiento’s talent recommendation and that’s how Carmina came to star in a Jollibee ad that shows her being left out by his “kuya” and his gang, who were out to paint the town red. She sits down, dejected and alone. But her “kuya” –after seeing her sad as they drove away—realized his little sister’s disappointment. He turns back, collects her and brings her to Jollibee along with his gang, where she had the most delightful moment –with all the good things she was hungering for—attention, acceptance, inclusion, and yes, food that pleases!

JOLLIBEE GIRL CARMINA, 1988

The Jollibee not only caught the attention of many TV viewers but also the members of the jury of the Creative Guild who were tasked with selecting the Top 10 Ad Models for 1988.  Carmina Villaroel easily got a place among the winners (that included RJ Ledesma, Michael Alfers, Ricky Francisco, who all tried showbiz) who were awarded during that year’s Ad of the Year finals held on 30 Aug. 1988 at the Metropolitan Theater in Manila. 

COVER GIRL CARMINA, with Robert Ortega of "That's Entertainment"
MR & MS. Magazine Cover, 1989

Influential movie producer Lily “Mother Lily” Monteverde, head of Regal Entertainment,  also saw Villaroel in the commercial and sought her out, trained her, and set her on a showbiz career that would propel her to stardom—churning out hit movies of all genres like ”Tiyanak”, “Regal Shocker”, “Dyesebel”, “Shake, Rattle and Roll II“, Hindi Kita Malilimutan”, “Kahit Mabuhay Kang Muli”, “Hanggang sa Huling Hininga”, among others. Villaroel also had a flourishing career on TV beginning with "That's Entertainment",  sitcoms "Palibhasa Lalake", "Chika Chika Chicks", and the noontime show, "Eat Bulaga". 

CARMINA and husband ZOREN LEGASPI, in a Jollibee commercial.

When she came of age, she married Rustom Padilla, her love team partner in such movies as “Maruja” and “Hindi Magbabago”. Their marriage was annulled in 2002, and in 2012, Villaroel married actor Zoren Legaspi in 2012. They have twin kids, Mavy and Cassy, who are currently, both young showbiz personalities.

                               

               WATCH THE LEGASPI FAMILY IN A JOLLIBEE TVC HERE:

Villaroel would be inextricably associated with Jollibee, such that when the twins came of age, Jollibee signed up the whole Legaspi Family in 2014 for a series of commercials beginning with one that alluded to Villaroel’s past iconic commercial. They also starred in other Jollibee product and seasonal ads (Jolly Spaghetti, Chickenjoy, Magbigay ng Joy). Villaroel’s Jollibee adventure had come full circle with her return to these ads.

CARMINA VILLAROEL with hsuband Zoren, children Mavy and Cassy.

 SOURCES:

Carmina’ s Old Jollibee Commercial” TVC: https://www.youtube.com/watch?v=40uq3CExmwk, uploaded by Lola Mendez,

Carmina Villaroel,  Jollibee Commercial, https://www.youtube.com/watch?v=1UOKQBUs85c, uploaded by asianzMT28, on Aug 9, 2014.

1988 Creative Guild of the Philippines Souvenir Program

1989 Mr and Ms. Magazine

Screen grabs from Jollibee commercials, Jollibee Philippines 

439. Where Are They Now? DAVID ESTEBAN, “Indiana Jones Kid” OVALTINE TVC, 1987

DAVID 'Indiana Jones Kid' ESTEBAN, for Ovaltine, 1987

On 11 August 1988, the Top Models of Philippine Advertising were announced at the Creative Guild Ad of the Year Awards Night, at the Metropolitan Theater.  One of the winners cited was the young DAVID ESTEBAN, who was unforgettable as the feisty, confident kid adventurer in the Indiana Jones-inspired OVALTINE TVC, that hit the airwaves in 1986.

SHOOTING INDIANA JONES. Courtesy of Direk Jun Urbano

The OVALTINE “Indiana Jones” TVC was actually part of a pair of commercials inspired by hit action films of the era—the other ad had a “Top Gun”  theme. It was the Indiana Jones version, however, that proved to be more memorable and Esteban had a lot to do with it, essaying the role with gusto and bravado. The Lintas-produced commercial was cast by Myra Mendoza-Portillo and was directed by noted commercial director Jun Urbano. Unfortunately, the TVC is not available online.

INDIANA JONES KID, Then, and Now. David Esteban

DAVID ESTEBAN went on to pursue his higher studies at the Ateneo de Manila University and at the University of Western Australia. True to his adventurous spirit, he worked at the Earth School in El Nido, Palawan which focused on sustainability and innovation in the ecosystem of the municipality. He also was employed at the Australian International School in Manila.

DAVID ESTEBAN, TODAY. Source: FB Page

He is a Mobility/Movement Fitness Trainer, plays and teaches Drums, and s married to the former Dona Tumacder, an educator and yoga teacher. The couple are vey much into green advocacies, as well as naturopathy, wellness and healing.

 CREDITS

Photo of the commercial talents, courtesy of Direk Jun Urbano

B&W Photo of Indiana Jones kid, from the Creative Guild AOY awards programme, 1988.

David Esteban FB Page

349. JULIO DIAZ, Creative Guild's 1987 Best Actor in a TVC, GINEBRA SAN MIGUEL “Homecoming”, 1987

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).

SOURCES:

Youtube Video: Ginebra, uploaded by fiastatah, https://www.youtube.com/watch?v=PXB8CUdBNhY

Youtube video: ANG KWENTO NG NAGING BUHAY NI JULIO DIAZ, uploaded by SikatTV, Jan. 5, 2021, https://www.youtube.com/watch?v=TxsyiBHKzqY

Photo: Lifted from Chisms

philnews.ph: Julio Diaz Breaks Silence Following Arrest During Drug Operation

Julio Diaz FB Page

50. CREATIVE GUILD'S TOP TEN AD MODELS OF 1988

In 1988, the Creative Guild of the Philippines--the industry's association of creative directors, copywriters, art directors, producers-- named the top advertising models who made their indelible mark in the most memorable commercials produced in 1987. The top models-- a mix of professionals and recent discoveries--were the following: