435. 1994 Creative Guild Ad of the Month for July: MOTOLITE “Tawid” TVC 30s

July 1994 Winner!! MOTOLITE "Tawid" TVC by Basic/FCB

Humor is the charm of this MOTOLITE Brake Fluid TV ad that won a nod from the Creative Guild judges as the best commercial for July 1994. Blame it on the hyperbolic acting of the well-cast talents who dramatized to the max the fear of being run over by a brake-less vehicle. 

The over-the-top acting was so sit-com funny, that the models could give even present-day comedians a run for their money. The composition of the shots and the editing added to the ridiculous hilarity of the situations. The judges weren’t even looking at the production design (was there any?) or listening to the score gone haywire--they were just riveted at the paradoxical effect of the comedy happening in the face of impending tragedy. Now that’s funny!!

CREDITS

Advertiser: CC. UNSON
Product: MOTOLITE

Agency: BASIC ADVERTISING
Creative Director: BOY LEUTERIO
Copywriter: EMIL REINTAR
Art Directors: REY TOLENTINO / EGAY OLIVA
Artist: PETE CLEMENTE
Producer: PAM PAJARILLO
Caster: TESS GELLA

Production House: ELECTROMEDIA

Director: MANDY REYES
Producer: MERIE VILLAMAYOR
Cinematographer: LESLIE GARCHITORENA
Prod. Designer: GAY GUILLERMO
Post Production: VIDEOPOST
Recording Studio: HIT PRODUCTIONS
Sound.Music Composer: BRIAN CHUA

304. Advertising Premium: PLAZA LUNCH ADVERTISING MIRROR

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Celluloid pocket mirrors were favorite advertising giveaways of establishments like Plaza Lunch, a Manila restaurant established in 1914, touted as "The Only Place In The Orient"--whatever that means. 

Though popular in its time, I have not uncovered much information about Plaza Lunch, but a lot can be told about its manager-founder, American Fred M. Harden. Harden married Filipina Esperanza Perez in 1917, and together they started several successful businesses, acquiring prime real estate and valuable property. 

In 1938, they stopped living together. In connivance with another Filipino, Fred spirited away cash and assets from his wife, thus committing fraud in the administration of their conjugal ownership of properties. Sued by his wife in a case that reached the Supreme Court, Harden was subsequently jailed at the New Bilibid Prison in Muntinlupa.

193. Brand Names That Became Everyday Pinoy Words #6: VETSIN

VE-TSIN, as a brand name was first used by Tien Chu Ve-Tsin Mfg. Co. Ltd. in 1923

Monosodium glutamate was discovered by Kikunae Ikeda, a Japanese inventor, who isolated the natural flavor-enhancing substance found in seaweed.

MSG, as it is called, is the sodium salt of glutamic acid, also naturally occurring in molasses, cheese, mushrooms, grapes and other fruits. First commercially produced in 1908 by the Suzuki Pharmaceutical Co. in Japan as “Aji-No-Moto”, it was next introduced in Taiwan and China.

Tien Chu Ve-Tsin Mfg. Co. Ltd., based in Shanghai and Hong Kong, was a well-known manufacturer of honey by-products,  food chemicals and additives. It also became a pioneering maker of MSG in China in 1923.

MSG in Mandarin was called “wèijīng” ( 味精), transposed into the Romanized version as “ve-tsin”. Tien Chun’s vet-sin product became so popular that the product was sold abroad as Ve-tsin Gourmet Powder—with just a sprinkling enough to bring out the flavor of food. The product was even awarded a Gold Prize at the 1933 World's Fair in Chicago, U.S.A.

VE-TSIN Print Ad, Graphic Magazine, 1936

Chinese stores in Manila began carrying the Tien Chu Vet-Sin brand as early as the 1930s. One Chinese  store along Calle Poblete-- Ow Yong Pun Shek—carried the brand and advertised it on leading magazines of the day.  Filipinos took to using the flavor enhancer which became a kitchen staple in almost every home.

VE-TSIN MARKA MANOK, 1957

In the early 50s, other Vet-Sin brands became available, like “Markang Manok” (Hen Brand), a more affordable powder seasoning that came in bottles, bowls and trial size sachets. It was packaged and distributed by Agricom Devpt. Co. Inc.

VE-TSIN MARKANG MANOK (Hen Brand Food Seasoning), 1962

In 1958, Aji-No-Moto, the original MSG set up its operations in the Philippines and in  a few years, became a dominant MSG leader, practically wiping out competition and practically monopolizing the market.

Though Aji-No-Moto never used “ve-tsin” in its product descriptor (it used “food seasoning” and “glutamic acid” at the height of the MSG heath controversy), majority of Filipino consumers always refer to the popular Aji brand as “vetsin,  betsin or bitsin”—a legacy left by Tien-Chu Ve-Tsin Mfg. Co.--the first to use that term in their product brand name. 

SOURCES:

Tien Chu Ve-Tsin: https://en.wikipedia.org/wiki/Tien_Chu_Ve-Tsin

Monosodium Glutamate: https://en.wikipedia.org/wiki/Monosodium_glutamate

Photo of old Ve-Tsin bottle: https://www.flickr.com/photos/kattebelletje/2812928241

, uploaded by kattebelleje.

Delicious Living: https://www.deliciousliving.com/health/nutrition/brief-and-interesting-history-msg/

81. THE COPYCAT CASE OF CORTAL AND CORTAPEN

CORTAL 1959 MAGAZINE AD

CORTAL, was introduced in the early 50s as a revolutionary fever, colds and pain reliever. Cortal was basically an aspirin-based medication that has two more active ingredients that work synergistically to fight fever and pain, safely and quickly.

 Widely advertised and easily available, Cortal tablets became the most popular medicine for the relief of headache, fever, and colds—easing out other available medications like the U.S.made-Bayer. Even with the rise of another competitive brand, Cafiaspirina, Cortal’s market lead was insurmountable.

 As expected, other minor players in the analgesic market capitalized on Cortal’s success. In an age where there was no advertising board to police unfair advertising ng practices, another pain relief brand unabashedly copied Cortal’s winning marketing strategies.

CORTAPEN 1960 MAGAZINE AD

Cortapen was the name of the pink tablet brand that fought head-on with Cortal. Its name alone—Cortapen—was similar to Cortal. While Cortal relief was “fast, safe, sure”, Cortapen promised to be “effective, immediate, reliable”.

 Cortal, in its advertising, introduced a sword-wielding mascot called ‘Captain Cortal”, as a symbolic figure “pain fighter”.

Cortapen responded with its own mascot—Corta, the “stop-pain cop”.

CORTAL MAGAZINE AD, 1955

 The early print ads of Cortal followed a comic strip format—the Captain Cortal series--featuring short, problem-solution stories that appeared on weekly magazines,

CORTAPEN MAGAZINE AD, ca. 1954

Of course, Cortapen did the same—it ran its own comic strip ad with Corta.

 This kind of copycat advertising would have been prohibited today by the Philippine Board of Advertising, as the Cortapen ads are blatant rip-offs of Cortal’s creative executions. There is enough basis to warn Cortapen of unethical advertising practice—but this was in the mid 1950s, where ad rules and regulations were nonexistent.

 Cortapen would disappear from botica shelves in the early 1960s, while Cortal would soon be overtaken by the safer acetaminophen and paracetamol analgesics beginning in the late 1970s.

WATCH CORTAL QSR TVC 30

featuring NEIL ETHERIDGE (2011)

Cortal is still available today, reformulated and updated to meet the changing times. In fact, it continues to be advertised, although sparsely—a like this recent TV commercial featuring Neil Etheridge of the Philippine Azkals football team.

51. Is That Who I Think He Is? REZ CORTEZ for WYSSER BRIEF

THE AD THAT HAS COME BACK TO HAUNT YOU.  Rez Cortez was already in his
30s and a father when he became the signature model of Wysser Brief, a short-lived
male underwear brand.

Rez Cortez (b. 4 Jan. 1956) was an electronics and engineering student when showbiz beckoned. At the University of the East, this Bicolano from Buhi, Camarines Sur,  had been a popular campus figure, often appearing in stage plays that required him to show of his stocky physique and dancing prowess. His terpsichorean talents took him to the Cultural Center of the Philippines where he became a resident dancer. Egged on by showbiz friends, Cortez appeared in his first movie--"Daigdig ng Sindak at Lagim" (1974), followed by "Kung Bakit may Bilanggo sa mga Anak ni Eba?". In both movies, he died.

Apparently, many found his curly Afro hairdo and dancer's body very appealing. His stock improved when he was cast in Brocka's movie "Insiang", which swung his career in the black. Soon, Cortez was doing "Mga Hayop sa Damo", "Si Amihan at Hagibis" (1977) "Mga Tinik ng Babae (1978"), alongside sultry sirens Tricia Gomez, Liz Alidnogan and Alma Moreno. He did not exactly become a romantic lead, but left his mark as a sought-after character actor.

WOULD YOU BE CAUGHT DEAD IN THIS OUTFIT? Rez Cortez, for Wysser Brief,
Atlas Sports Weekly Magazine, 1987.

Oh yes, while the going got hot, Cortez appeared on TV to show off his dancing skills, and appeared in at least one print ad, where he bared his summer bod as a Wysser Brief model--long before Bench made modelling underwear fashionable. Nothing much is known about the manufacturer--but it must have made a dent in the market for having been able to afford this full color print ad in 1987, published on a popular sports magazine. Was it indeed, a "Wysser Choice" for Cortez--already a mature man in his 30s, a husband and a father--to appear in this kitschy ad?  Well,  as they say--if you have it, flaunt it! So, dear readers, what do you think?

REZ CORTEZ TODAY, Source: facebook account photo

Of late, Cortez has not only forayed into directing,but also into politics--running unsuccessfully for a congressional seat in his own province of Camarines Sur and now a Grace Poe for President stalwart. His bikini brief-wearing days may be over, but these days, Cortez continues to be a visible sight on both the big screen ("Bwakaw", "Hari ng Tondo" and TV ("Temptation of Wife", "Villa Quintana", "That's My Amboy"),

25. Holy Aspirin! ST. JOSEPH or ST. ANTHONY?

ST. JOSEPH ASPIRIN FOR CHILDREN,  Print Ad, 1965

In the 60s, when kids got sick with fever and pain, parents turned to aspirin for quick relief. Two children’s brands were readily available at the local botica back then—carrying names of saints—perhaps for the holy men to intercede and hurry up the healing.

One was  America’s leading  brand, ST. JOSEPH ASPIRIN FOR CHILDREN. St. Joseph was already about 80 years old in the 60s, doctor-approved and trusted by mothers to give quick  and safe relief. It has a pleasant-tasting true orange flavor and a a creamy texture that children preferred. The aspirin brand may have gotten its name from its roots—St. Joseph; but others contend the brand was named after the patron saint of (among other things) families, children and the sick.

ST. ANTHONY ASPIRIN FOR CHILDREN, Print Ad, 1961

On the other hand, a local aspirin brand was developed and distributed by Metro Drug Corp. and gave it the name ST. ANTHONY FRUIT-FLAVORED ASPIRIN FOR CHILDREN. St. Anthony was invoked in recovering lost things, so maybe the product was so named for the easy recovery of children from fever and its discomforts. The ads harped on the three appealing flavors of the product: Orange, Pineapple and Strawberry.

Today, new medicine ingredients like acetaminophen and ibuprofen have been developed with better safety profiles. St. Joseph Aspirin, for awhile, disappeared from the market, but the brand (now 125 yearss old), still fondly remembered by millions of "baby boomers" as the medicine mom used to give for aches and pains has just been relaunched in America. At its reintroduction, June 12 was declared St. Joseph Aspirin Day!  As for St. Anthony Aspirin, the brand is no longer in existence.