482. . SHARP (PHILS.) CORP. "Very Sharp, Very First" Print Campaign, 1989

By the end of the 80s, SHARP (Phils) Corp. entrusted to Ace-Saatchi & Saatchi its corporate advertising, as they entered a new decade with plans to launch more products and expand its robust business.

The project was assigned to Ace-Saatchi’s winning-est Concept Team, Mario Monteagudo (AD) and Robert Labayen (Writer). Just 2 years before, the duo had won a 1987 Print Ad of the Year award for their Visine Eye Drops print ad for client Pfizer. 

The result was a stunning Print Ad series that focused on the amazing pedigree of success that the company enjoyed over the course of 4 decade, through pioneering inventions, trailblazing products and state-of-the art innovation. 

“Our generation grew up with Sony”, recalls Robert Labayen when asked about the SHARP campaign background. “So, Mario and I were excited when we learned that our account, SHARP, scored many firsts in the history of the world’s tv technology. 

The brief came from our account person Timmy Jayme. We used illustrations that looked like Japanese characters to present SHARP as THE name behind Japanese TV technology.

 I made the illustrations because that was the time that I was into doodling. Mario came up with the line “Very Sharp. Very First.” That was another instance when Mario and I exchanged roles.”

The Print series delighted SHARP clients and marketing man, Mon Bermeo so much that the client not only ran the complete series in regular dailies, but also appeared in Visitacion dela Torre’s history book about Philippine advertising.

 Mario and Robert would go on to enjoy a 3-year Print AOY award-winning streak from 1991 to 1993, earning Creative Guild nods for  British Airways, Philippine National Bank and Petron. After their sterling career with Ace, Mario formed his own agency, while Robert joined ABS-CBN to become its VP-Head of Creative Communication in 2004.

CREDITS:

Many thanks for Robert Labayen for his recollections about making this SHARP Ad series; likewise to Mario Monteagudo, for his inputes.

469. MARICRIS BERMONT for No. 1 Selling Brand LA GERMANIA Gas Ranges, 1979

MARICRIS BERMONT for LA GERMANIA, 1979

An unheralded singer stole the show at the 1^st ever Metro Manila Popular Music Festival (METROPOP) in 1978 when she sang the soaring “Narito Ako", a composition of well-known composer, Nonong Pedero. MARICIRIS BERMONT, the lovely curly-haired Filipino-French mestiza sang her heart to a commendable 3^rd place finish, after “Pagdating Mo” (Celeste Legaspi), and “Kay Ganda ng Ating Musika” (Hajji Alejandro).

Bermont, then 30, was largely unknown, singing in limited circles in events and muscals staged at Manila Metropolitan Theater, Her triumph signaled the start of a successful career in the mainstream Philippine music industry. After her stint at Metropop, she once again represented the contry at an international song festival in Puerto Rico, where she emerged as the Grand Prize winner.

AT THE 1ST METROPOP  FESTIVAL,with Nonong Pedero

She was sought after for television shows and was even recruited for the movies, appearing in at least 2: “Dyesebel” (1978), “Nognog” (1980).

In 1979, LA GERMANIA, leading maker of gas ranges, ovens and other appliances, tapped the young mother (she was married to Gerardo C. Garcia +) to appear in a series of print ads, with a TV version wher she sang the memorable “La Germania generates love..” jingle. Beauty queen Consuelo Escalambre had appeared in an earlier, similar version, singing and strumming a guitar.

The ad agency kept the same formula and soon, guitar-playing Bermont was heard all over the airwaves, and seen in many versions of LA GERMANIA print ads.

Eventually, the Bermonts became a born again Christian family in the early 1980s. Maricris Bermont shifted to singing songs of faith and inspiration and, to this day, continues to perform and make guest appearances in many Christian fellowship events, TV and radio shows. Regine Velasquez would turn her 1978 hit song "Narito Ako", into another retro-bestseller in 1990. The Bermonts are a part of the Word Community (Wordcomm)  of Makati; her son, is in fact, a pastor of that gospel-centered church.

MARICRIS BERMONT, today

SOURCES:

Youtube: Manila Met videos, Maricris Bermont sings “Narito Ako”: https://www.youtube.com/watch?v=lSOncLyk12g, uploaded by nomerson.

467. Is That Who I Think He Is? RONALD REMY for PEPSI COLA (1975) and LA GERMANIA (1982)

The versatile actor RONALD REMY, was born in 1937 as Ronald Kookooritchkin, of Filipino-Russian parentage. His father, Russian Army soldier Eremes, had fled the Bolshevik Revolution He was introduced in the movie “Condenado”, under Sampaguita Pictures, then moved to Premiere Productions, which was the studio of his wife, Lily Marquez or Dinah Jean Rogers-Remy, in real life. Oftentimes, Remy was cast in a variety of roles—from a contrabida, a soldier of war, to a costumed hero.

RONALD REMY, AT THE TOP OF HIS TV CAREER, IN 1975

Because of his facility with the English language, Remy appeared in many American and U.S.-Filipino produced English films. Some of these include movies that have now become cult classics like No Man is an Island (1962, as Chico Torres), Blood is the Color of the Night (1964, as Dr. Marco), Flight of the Sparrow (1967), and perhaps his best known film, The Longest Hundred Miles (1967). As a wartime guerrilla, he co-starred with Hollywood stars like Ricardo Montalban, Doug McClure, and Katherine Ross, who, in that same year, earned an Oscar nomination for “The Graduate”.

(L) REMY in 'The Longest Hundred Miles" 

The multi-talented Remy also tried directing, and his chance came with the suspense-thriller film,“Zigzag” (1963), where he directed actor George Nader and Sylvia Lawrence.

LA GERMANIA  AD WITH THE REMYS, 1982

In the 70s, he reinvented himself as a sitcom actor, appearing as husband of Rosa Rosal in the TV comedy series,  “Yan Ang Misis Ko”. He also became a TV host and emcee for “Lucky 13” Game Show on Channel 13. He and his wife became active leaders of a popular Born Again Christian Family movement, until his passing. The Remys have a daughter, Jackie Kookooritchkin, who also did print ads, and appeared on TV and films, who has also passed away in 2021.

SOURCES: 

Ronald Remy info, wikipedia.org, Screen grabds from various Ronald Remy movies,

446. Celebrity Endorser: Comedian PUGO for Philacor’s WINNER Refrigerator, 1978

Comedian PUGO, as WINNER Refrigerator celebrity endorser, Print Ad, 1978

Philippine Appliance Corp. (PHILACOR) had its humble beginnings in 1963,  when an enterprising engineering graduate of the University of the Philippines, Dante Santos, began assembling basic home appliances, together with artner Hilarion Henares.  He had also gone to the University of Washington to take advanced studies in Mechanical and Electrical Engineering.

 In March 1965, PHILACOR plant was inaugurated in Parañaque and by the 70s, became the leading manufacturer of freezers and refrigerators in the Philippines with around 1,500 employees. Its line of refrigerators under the brand name WINNER turned out to be one of the biggest best-sellers.

 It is no wonder that PHILACOR became one of the more active advertisers during this period. One of the celebrities employed to push WINNER Refrigerators was the veteran comedian PUGO (Mariano Contreras in real life, b. 12 Jul. 1910. 12 Dec. 1978). He started as a bod-a-bil comic, achieving fame in the 1930s thru the 1950s, as the other half of the Pugo and Togo comedy tandem.

 From the stage, PUGO  went into movies, landing leading roles in Sorry Na Lang (1947), Edong Mapangarap (1950), Kambal Tuko, Sundalong Kanin (1952) and Nukso ng Nukso (1960) . He found greater fame with the advent of TV, in sitcoms like Tang Tarang-tang (1966) which became Si Tatang Kasi in 1970. His other hit TV shows in the 1970s were Wanted: Boarders and My Son, My Son.

Due to his popularity, PUGO was sought by a few clients to endorse their products, including San Miguel Beer in 1967. This WINNER Refrigerator print ad, which featured PUGO in 1978, was the last of his appearances. As the Dean of Philippine Comedy died later in the same year, at age 68.

 As to PHILACOR, it woukd be beset with serious problems in the new millennium, including union woes, unsettled debts, huge losses traced to failure to sell its old plant and over-production. This led to a break-up of its operations in June  2000.

 SOURCES:

Pugo, Wikipedia.com

Philippine Appliance Corporation is inaugurated today, March 1965,

Phil. Daily Inquirer, Philacor closes shop for 3 months, settles P1B IOUs, break up operations, June 8 2000

405. HAVE A SANYO CHRISTMAS! Corporate Ad, 1975

SANYO CHRISTMAS PRINT AD, 1975

SANYO Electric Co., Ltd., is a Japanese electronics company founded in 1949 by Toshio Iue, who grew it to become a Fortune 500 Japanese Electronics Company. SANYO means “three oceans”- referring to the Pacific, Atlantic and Indian oceans, as it was Iue’s ambition to make his business global.

In 1971, SANYO established international operations in the Philippines , thus SANYO Philippines Inc. came to be. It manufactured home appliances and consumer electronics—from air conditioners, refrigerators, radios, televisions, gas ranges, electric fans, and washing machines, that were marketed worldwide.

SANYO LOGO, 1976. Source: wikimediacommons

SANYO became a very popular brand in the Philippines in the mid 70s thru the 80s, as it was considered more affordable than the established Japanese brands like Toshiba, Panasonic and Mitsubishi, that is until Sharp Phils.came along.

With a booming business in 1975, SANYO greeted its growing legion of customers by putting out ots Christmas corporate ad, wishing them a happier life, that could only happen if one start buying their products now.

In 2011, the Haier Group acquired SANYO Electric Co.’s white goods business (refrigerator, washing machine, and consumer electric appliances) in select Asian markets like  Indonesia, Malaysia, Vietnam, and the Philippines. These are what SANYO Philippines Inc. continue to market, promote and advertise  today, online and in-store.

SOURCES:

Sanyo logo: wikimediacommons.

Sanyo website: https://www.sanyo-av.com/us/

Haier  completes acquisition of Sanyo brands in Southeast Asia:  https://www.haier.com/ph/about-haier/news/20190912_105720.shtml

339. 3D ELECTRIC FANS, Vintage Ads 1987-1990

One of the more popular brands of electric fans in the 1980s were made by 3D Industries Inc., the manufacturing arm of Northern islands Co. Inc. (NICI)  which started as a pioneer home appliance marketer and distributor in the Philippines, back in 1957. Founder Mr. Francisco Guy, grew it from  a modest business selling buttons for the local market.

 

3D DESK FAN AD, 1990, featuring Subas Herrero & Noel Trinidad 

His small enterprise really took off when he received an exclusive contract with Mitsubishi Electric Company Ltd., which signalled the beginning of his  electric fan product line. The "3D" brand of electric fans, made under license from Mitsubishi of Toyo, Japan was sold across the nation for more than 30 years.

WATCH THE 3D ELECTRIC FAN TVC, 1987, Champoy Duo

3D was heavily supported with tri-media advertising, featuring popular local TV and movie stars like the Champoy gang (Subas Hererra, Noel Trinidad, comediennes Tessie Tomas, Nanette Inventor, Dely Atay-atayan and actress Nida Blanca. Some of the jingles that accompanied the ads are still recalled today, reworked from traditional Pinoy folk songs.

 

3D DEBONAIR AD, 1987 featuring Subas Hererra, Noel Trinidad & Tessie Tomas

When the contract with Mitsubishi expired, Mr. Guy continued to manufacture and market quality home appliances under the brand - "3D". The 3D line of appliances include Desk Fans, Oval Oscillating Fans, Stand Fans. Industrial Fans, Box Fans,Tower Fans, Wall Fans, Air Coolers, Ceiling Fans, Air Circulators, Ventilating Fans, Mini Fans. It also carries Kitchen Mates—assorted home and kitchen appliance—from coffee makers, deep fryers, gas stoves, electric ovens, slow cookers, electric grills, flat irons, and many more. No wonder, 3D is known through generations for “the quality you can trust”.

 WATCH THE 3-D ELECTRIC FAN AD

featuring Nida Blanca and Dely Atay-Atayan

SOURCES:

Northern Islands Co., Inc. History: https://3-d.com.ph/about

3D Electric Fan, Noel & Subas: https://www.youtube.com/watch?v=3gmJshtXwlE

c/o Jojo Bailon view on the 3^rd

3D Electric Fan, Nida & Dely: https://www.youtube.com/watch?v=cs6y7MyYQuA

c/o Jojo Bailon view on the 3^rd

285. Brand Stories: AVEGON RADIOS, 1953

AVEGON CORPORATE AD, 1953

One of the more popular brands of transistor radios that promoted the golden age of the Philippine radio industry was AVEGON, produced by Avegon Inc.,with offices at Sta. Ana, Manila. At its peak, AVEGON RADIOS rivaled the country’s leading radio and TV maker—Radiowealth—which was founded almost 20 years ahead of the company.

AVEGON TRANSISTOR RADIOS/WIRELESS RECORD PLAYER, 1957

The story began with Engr. Antonio Avecilla y Nepomuceno, a Kapampangan born in San Fernando (b. 10 Sep. 1901) who was one of the leading lights of Philippine infrastructure reconstruction after the War. A 1923  Civil Engineering graduate of the University of Santo Tomas, Avecilla ‘s post-war works included the La Mesa Dam and Swimming Pool, Bel-Air Building, Syquia Apartments, Mote de Piedad, Galaxy Theater,  the San Sebastian Convent and Colleges, the Philippine Wallboard Corp. Bldg., the Rizal Motor Sales Bldg., and the rehabilitation of many war-damaged homes and factories.

FOUNDERS OF AVEGON

In 1953, noting the burgeoning radio industry thanks to its rising use as an entertainment and marketing medium, Avecilla teamed up with a friend, Joaquin l. Gonzalez of Baliwag, and pooled their money together to form a fledgling manufacturer and importer of electrical appliances called AVEGON INC., coined from their 2 surnames, AVEcilla and GONzalez.

SPECIFY AVEGON, PRINT D 1960

AVEGON'S NEW YEAR'S NEW PRODUCTS, PRINT AD 1961

Despite a bumpy start, AVEGON’s transistorized radios began gaining a large following, favored for their hi-fi  performance and economical price. They were also prized for their handsome construction, as the cases were made from durable Philippine hardwood.

The company expanded by leaps and bounds, necessitating the construction of its own AVEGON office and factory buildings located at Invernes St., Sta. Ana, Manila. Avecilla served as the company president and general manager.

Later, AVEGON  forayed into the production of fluorescent lamp ballasts that could withstand high humidity and temperature—the first of its kind in the country. AVEGON Radios however, were the company’s flagship brands, with many models to choose from.

THE NOVELTY HOUSE RADIO OF AVEGON, 1962

One of the most unusual were the AVEGON Dreamhouse radios—made in the shape of little roofed houses with TV antennas. It sold wireless record players, radios with legs—all sold at affordable prices.  AVEGON radios were regularly advertised on print and radio and had its own loyal market from the lower-midle class bracket.

AVEGON TV SET ADS, 1964

Radiowealth upped the tempo of the competition by leading the local production of the so-called “TV and Radio/ Music Player Furniture Sets”, an innovation that sought to rethink our idea of what an appliance is, which, to the company can be a home furniture too. It is in this arena of product innovation that AVEGON faltered. It belatedly introduced its first TV set in early 1960s, and continued to produce traditional small and portable transistor radios, which, nevertheless had their own market niche. With more and more Filipinos finding new prosperity, large and modern appliance furniture became the vogue in the 60s right through the 70s—with the advent of the age of stereophonic, quadraphonic and surround sound technology.  

AVEGON TRANSISTOR RADIOS, PRINT AD 1966

AVEGON continued making radios, and the hardwood cases gave way to modern colorful plastic in the 70s. The compToday, AVEGON Radios are prized by radio and music collectors as fine examples of local radio craftsmanship that is distinctively Filipino

SOURCES:

TABLEAU: Encyclopedia of Distinguished Personalities in the Philippines, p. 73.

BALIWAG, Then & Now. Vilacorte, 1985

276. BERT ‘Tawa’ MARCELO for HITACHI Space Wind Module ELECTRIC FAN, 1980

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.

Na-noo, na-noo? “Aw, come on!”

SOURCES:

Bulacan Accent by Bert "Tawa" Marcelo in his Hitachi Commercial, https://www.youtube.com/watch?v=CSNB52_7aqA, uploaded by Bulakenyo KaKung, 23 Oct. 2018.

203. What’s Wrong With This Ad? HITACHI REF Print Ad, 1981

WHAT'S WRONG WITH THIS AD? Poor grammar turned this HITACHI ad into a flop. 1981.

Writing for advertising involves writing for effect, so it is expected that rules of grammar are intentionally not observed—like starting a headline with a conjunction, splitting infinitive, and removing punctuations. But obviously, the copy for this HITACHI REFRIGERATOR  print ad was not done for that purpose. Clearly, it was just written poorly, and the result is a very awkward headline.

In an attempt to draw parallelisms between the beauty of a woman, a rose and a ref, the copywriter wrote: “Two beautiful things, A Rose and a Ref, things that make women have something in common.”

 

HITACHI  AD This ad had a billboard version in Greenhills, which had the same mistake,

Oops, say that again?

We sort of get the drift that the copywriter wanted to convey: that beauty is something that women have in common—which can be had by having a beautiful rose—and a beautiful refrigerator, in this case, HITACHI. The body copy is similarly mushy and wordy. Crafting this multi-message thought in a one sentence headline proved to be a challenge for the copywriter.

Apparently, someone took note of the headline’s wrong grammar that the ad was hastily pulled out and revised. The rewritten headline now read: “ Two beautiful things…A Rose and a Ref, things that women have in common”.

THE AD CORRECTED a few issues later. Note the shorter headline that has
been grammatically fixed.

 The addition of ellipsis (…)  to separate the thoughts, and the straightening of the wrong grammar in the next line were the quick fixes done by the copywriter (or perhaps,  her creative boss) on the headline.  The body copy has also been streamlined, and made more concise. Better, but, oh well..you be the judge.

THE CORRECTED HITACHI AD, clearer but is it better?

Here is a saying that goes: “A lawyer’s mistakes are in jail, a judge’s mistakes are in the cemetery, but a copywriter’s mistakes are shown on TV every night”. So copywriters, be warned.

166. APO HIKING SOCIETY for NATIONAL PANACYCLE ELECTRIC FANS, 1983

Panasonic Corporation (formerly, Matsushita) used to have a popular brand of home appliances known as NATIONAL. It was one of the most famous brands in Asia, the Philippines included. 1980s were the heyday years of the brand, as NATIONAL made available to Filipinos, a wide range of domestic, industrial and personal appliances –including the munch in-demand line of  NATIONAL Panacycle Electric Fans introduced in 1983.

The NATIONAL Panacycle Electric Fans featured aero-pitch blades that provided more air volume for maximum comfort and quiet. There are 5-way oscillations to choose from, for spreading cool air evenly around the room. NATIONAL Panacycle Electric Fans models included  Stand Fan, Living Fan, Desk Fan, Box Fan, and Wall Fan.

NATIONAL Panacycle Fans were extensively advertised and the launch ads featured the hot singing group The Apolinario Mabini Hiking Society, later popularly known as APO Hiking Society, or simply APO (named after the hero, Apolinario Mabini). The group was composed of Ateneo High students Jim Paredes, Boboy Garovillo, and Danny Javier, who joined the group during their college years. APO  first made waves  in a 1973  concert held at the Meralco Theater where they became the talk of the campus circuit with their music and witty humor.

The APO Hiking Society first gained recognition in 1973 when they gave a farewell concert at the Meralco Theater in Pasig City, Metro Manila, Philippines. Just out of college, the group was the talk of the Ateneo de Manila University and adjoining campuses for their music and humor.

Five years later, they placed 2nd in the Metro Pop Song Festival with the song “Ewan’, by Louie Ocampo which became a hit for them. At their peak, they had their own noontime Sunday show "Sa Linggo nAPO Sila", which catapulted APO to national stardom. They cut over 22 records with such hits as “Handog ng Pilipino sa Mundo” (1986) recorded by 15 artists during the People Power Revolution in 1986. They were the first group to perform in Carnegie Hall, and were much in demand in international shows as purveyors of Original Pilipino Music.

As positive role models to the youth, the APO Hiking Society began appearing in commercials and these NATIONAL Panacycle Fan ads were one of their earliest endorsements (their biggest would be for San Miguel Beer).

Retired as a group in late 2009, the members continue to be active in their chosen fields. Only Buboy Garovillo remained in showbiz, with acting roles movies and tele-novelas. Entrepreneur Danny Javier is retired from singing and recetly overcame a serious kidney disease and  is settled in Cagayan de Oro; he also owns Pidro: Ang Saplot Ng Bayan T-shirts. Jim Paredes forayed into advertising, then moved to Australia, but came back to the country to work as columnist and a tireless activist.

As to the fate of the NATIONAL brand, it was phased out in Asia gradually beginning in 2004. The products NATIONAL bannered were unified and re-branded as Panasonic. Home appliances retained the name NATIONAL until September 2008, and today all products are marketed under the "Panasonic" brand.

130. Brand Stories: RADIOWEALTH, INC. (1930)

RADIOWEALTH APPLIANCE AND ELECTRONIC, FOUNDED IN 1930

Since its foundation in 1930, RADIOWEALTH has been making appliances with an eye to the future, putting out modern products which become pace-setters in the local appliance market.

It was started by a visionary from Camarines, Domingo M. Guevara (b.1909/d.ca.1990s) who took up a correspondence course to become a radio technician—even as he was manning the family farm. 

After a land dispute that made him decide to move to Manila, Guevara set up a a one-man radio repair shop that would grow to become the country’s most dominant, well-known name in electronics and appliances before Japan-made products took over the market.

The enterprise, fittingly called RADIOWEALTH, would make Guevara one of the richest and most successful modern-day industrialists of his time.

RADIOWEALTH VINTAGE LOGO, 1955

The company’s history has interesting highlights:

OWN A RADIO FOR 62 CENTAVOS A DAY, 1957

1930 - Founded by Domingo M. Guevara as a radio repair shop an later, as a radio dealer.

RADIOWEALTH-THE BEST BUY! 1957

1935 – Incorporated, started importation and distribution of radio sets.

RADIOWEALTH HAS THEM ALL!, 1957

1951 – Under exchange controls, launched assembly of radio sets.

FOREFRONT OF ELECTRONIC PROGRESS, 1955

1955 – Pioneered in the manufacture of TV sets.

RADIOWEALTH DRY BATTERY, 1957

1956 – Started the manufacture of electronic components such as transformers, coils, chassis and metal parts.

BRIGHT MOMENTS IN TRANSISTORS, 1955

1958 – Started the manufacture of room air  conditioner.

MISS PHILIPPINES LALAINE BENNETT MODELS FOR RADIOWEALTH, 1963

1963 – Started the manufacture of local televison tuners under a license from Standard Kollsman Industries, the major manufacturer of TV tuners in the U.S.

RADIOWEALTH CARMEN MODEL, COMBINATION TV, PHONO, STEREO. 1965

1964 – Introduced TV sets with the implosion-proof Shellbond picture tube.

RADIOWEALTH ODOR-FREE KOLDPOINT, 1972

1965 – Introduced Koldpoint refrigerators

NOCTURNE PANORAMIC HI-FI RADIO-PHONO, 1960

1966 – Organized nationwide Radiowealth franchise dealerships.

RANGE OF RADIOWEALTH BRANDED PRODUCTS, 1968

1967 – Introduced the RW-RCA TV. Added ranges, beds, pianos, to its household appliance lines. Received Presidential Award for pioneering in electronics.

1968 – Acquired production facilities for manufacturing Worthington central and packaged air conditioning systems.

RADIOWEALTH PORTABLE APOLLO, 1972

1969 – Introduced the revolutionary Apollo 19 TV with Bubble Screen, the Nocturne LSD stereo with Light and Sound  Diascope and the Interlude AC-DC operated stereo.

This year, RADIOWEALTH developed the Professional modular super solid state component stereo, the Apollo 16 and the Apollo 17 TV.

1ST AC-BATTERY CONSOLE STEREO, 1969

The company also designed and invented an authentic voltage regulator which saves appliances from damage resulting from voltage irregularities. The inexpensive device is now on the market.

NOCTURNE LSD WITH PSYCHEDELIC LIGHTS, 1969

RADIOWEALTH subscribed to professional advertising and the brand was actively promoted tri-media and in-store. The brand continued to flourish through the  70s, but the influx of Japanese brands caused major shifts in brand preference. RADIOWEALTH,  thus, embarked on a “Buy Filipino” Campaign.

RADIOWEALTH XMAS AD, 1969

But by then, Guevara was secure in his RADIOWEALTH business and had branched out to other other lucrative pursuits.  He even forayed into politics –elected a delegate to the 1971 Constitutional Convention that he thought he could use  to advance his platform of industrializing the Philippines.

AFFORDABLE RADIOWEALTH COLOR TV, 1969

When Martial Law was declared, Guevara’s business plan was jeopardized, especially since he was one of 7 delegates who voted against martial law. Because of this, he was pressured by the Marcos government which wanted to take over his successful business. Knowing it was futile to fight Marcos, Guevara—whose health has been affected by the turn of events—together with his wife, fled to the United States.

RADIOWEALTH, YOURS FOR YEARS. 1971 PRINT AD.

RADIOWEALTH eventually closed, signaling an end of a shining era of industrial revolution. But Guevara’s legacy remains in Mandaluyong, where a busy, bustling street on where his manufacturing plants stood-Libertad St.--has been renamed after him—Domingo M. Guevara St. the self-made industrialist died in the 1990s.

THE GUEVARA ENTERPRISE MANDALUYONG PLANT in 1970 

SOURCES:

DOMINGO GUEVARA: Road to Industrialization, http://www.philstar.com/starweek-magazine/2013/01/27/901409/domingo-guevara-road-industrialization

Various issues of the Sunday Times Magazine, 1963-1972
Various issues of Philippine Free Press, 1955-1960