553. Is that Who I Think He Is? VICTOR WOOD, in Angel Face Ad, 1967

 

Before he became sensationally famous in the 70s as the undisputed “Jukebox King”, singer Victor Wood was a struggling showbiz aspirant looking for his own place in the sun. By 1967, diminutive singer Nora Aunor was starting to blaze trails, breaking barriers for small, brown, Filipino looking talents, who had been bypassed for fairer mestizos and mestizas. She paved the way for the rise of more-Filipino looking singing stars like Tirso Cruz, Edgar Mortiz, Manny de Leon, Perla Adea, Espie Fabon, and many more.

Refusing to be tagged as just another American mestizo singer-actor, Victor Wood joined the showbiz bandwagon, and took every available job he could find that would elevate his visibility. He started joining casting calls for advertising models and in 1967, actually bagged a supporting role for an ANGEL FACE print ad.

ANGEL FACE was a major brand of cosmetic products introduced successfully in the late 1950s in the Philippines. Its most popular brand was the ANGEL FACE Foundation Powder, and by the mid 60s, was one of the country’ best-selling brand, supported by bid advertising budget, and with advertising professionaly handled by leading ad agency J. Walter Thompson.

 “All set for an afternoon sail at the Yacht Club is Diane Berrier and friend Victor Wood on board the Trident”—so says the caption. The 21 years old Victor cut a lean, striking figure beside the American model—even if he seems fascinated more by the ocean view than the fresh natural look of her ANGEL FACE.

After this ad was launched, Victor Wood bagged a few small parts in 1968 films by Sampaguita pictures: “May Tampuhan Paminsan-Minsan”, “Magic Guitar”, “Donata”. In 1969, he did lightweight teenybopper films: Teenage Escapade, the Mad Generation, Born to be Wild, Paula.

But it was in his recordings that Victor Wood gained notice. In 1970, he launched his Vicor album “I’m Sorry My Love”, which became a hit. This was followed by “Mr. Loney” ,  “In Despair”, “Fraulein”, “Eternally”, “Lonely Teardrops’, “Vaya con Dios”, “Crying Time”—all certified monster hits. Suddenly, Victor Wood became a hot star, and soon he was ding movied in starring roles with his hit songs as titles: “Malaguena, (1972), “Innamorata”, and “You Are My Destiny” (1973).

He appeared in big movies like “Annie Batungbakal”, and he was in the title role in “Victor Wood, Disco King” (1979), and covered Freddie Aguilar’s international hit, “Anak” in Indonesian. When his career cooled off, he migrated to the U.S. with his family (he was married thrice). He made news again when Wood ran for the Senate of the Philippines in  2007 under the KBL, but lost. He died due to COVID-19 complications on 23 April 2021.

 SOURCES:

Victor Wood, wikipedia, https://en.wikipedia.org/wiki/Victor_Wood

Victor Wood, Filmography: https://www.imdb.com/name/nm1047421/

The Victor Wood Playlist: https://www.philstar.com/entertainment/2021/05/12/2097497/victor-wood-playlist

 

546. REXONA MUSK Deodorant of PRC (Philippine Refining Co.), 1987 Ads

Like Procter & Gamble PMC., Philippine Refining Company (PRC)’s started as an oil milling company that became the basis for its products like detergents (Breeze, Wheel, Rinso) , bath and beauty soaps (Lux, Lifebuoy),  toothpastes (Signal, Close-Up) and shampoos (Sunsilk, Creamsilk) that were successfully marketed through the years.

In the 1980s, PRC ventured beyond oil-based products, expanding their personal care product lines to include deodorants. Their most successful brand was REXONA Deodorant that had its origin in Australia, developed by Alice Sheffer back in 1908, and sold through her husband’s  Sheldon Drug Co. Rexona became a bestseller

Launched in the Philippines in 1984, REXONA became a popular brand with a fresh, youthful campaign (Rexona – won’t let you down!) that was backed with tri-media advertising. Immediately after, they launched their men’s line –REXONA MUSK—has a  foundational, long-lasting fragrance note characterized by its warm, sensual, and masculine scent. REXONA MUSK was developed to appeal to active young males who love the sporting life.

REXONA MUSK print ads were more of testimonials featuring well-known sports personalities of the 80s. Taekwondo star Monsour del Rosario had his own print ad detailing his story of how Bruce Lee inspired him to take up the sports. Champion bodybuilder, David Abesamis, was another athlete whose own narrative included his rigorous quest to develop a physique that eventually would earn him a division title in the national Mr. Philippines quest. The ads always ended with how REXONA MUSK fitted into their training and hygiene regimen.

Short TV commercials were also prepared to support the REXONA MUSK campaign featuring the cage superstar, Alvin Patrimonio, and the 2-time Olympic boxer (LA 1984, Seoul 1988), Leopoldo Cantancio.

WATCH ALVIN PATRIMONIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by vibesey, 9 years ago, 2017

In 1994, PRC was renamed Unilever Phils. Inc., to denote its membership as part of the Unilever family. Many major changes—including the closure of the milling plant, the transfer of soap and detergent manufacturing to 3^rd parties, and the reduction of its sales force by 50%--happened during the tumultuous 1990s, but REXONA Deodorants remained in the product portfolio—to this day.

WATCH LEOPOLDO CANTACIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by Advertising Archives, 2023

However, REXONA MUSK is now being sold mostly in Arabic countries and in Turkey. In the Philippines, REXONA’s  men’s  products are available in Watson’s , that includes an array of roll-ons, sprays, lotion under such variants as Arctic Rush, Invisible Dry, Advanced Protect, Motionsense and Natural Fresh.

 As to REXONA MUSK’s former models, Monsour del Rosario (now age 61), after his Olympic stint, became an action star in movies, then joined Philippine politics, becoming a congressman from 2016-19, 1^st district of Makati. He lost his senatorial bid in 2022.

Three years after doing this print ad, David Abesamis won a bodybuilding bronze medal-lighweight division at the 1987 SEA Games in Jakarta. He became a pioneer personal trainer at the Clark Hatch Fitness Center in Makati. Online surces reports that Abesamis had passed away.

 Alvin Patrimonio (turning 60 this Nov. 2026) also did a few more commercials (Purefoods) and films (at one time, linked with Kris Aquino). But he is best remembered for a stellar career in the PBA. Patrimonio was inducted to the PBA Hall of Fame in 2011.

Leopoldo Cantancio did better n regional games, winning golds in the Asian Amateur Boxing  Championships and also 2 golds in 2 SEA Games (1983 Singapore-featherweight; 1987 Jakarta-lightweight).   He died in a tragic motorcycle accident 2018 at age 54.

REXONA MUSK’s use of athletes in these ads would presage a future of deeper involvement in sports. Today, the brand makes extensive use of Sports Marketing to push its deodorants in this large niche market, sponsoring such events as REXONA’s 10 Miler Race, REXONA Ultimate Challenge Series, promo stunts in basketball games such as REXONA Twin Cam that spots  local lookalikes of famous cage stars,  and giving 2026 FIFA game tickets as prizes in their promos.

 SOURCES: 

Rexona Musk "Basketball", TV 15s Philippines,1987, uploaded by vibesey 9 years ago (2017)

 Rexona Musk ft. Leopoldi Cantancio TVC 1987, uploaded by Advertising Archives, 2023

537. The Ad Model’s Model: BOOTS ANSON-ROA, various endorsements 1968-1978

BOOTS ANSON ROA (now Maria Elisa Cristobal Anson-Rodrigo, b. 30 Jan. 1945), may very well be one of the most versatile celebrities of the 60s thru the 70s—she was a sought-after TV and movie personality, actress, host and emcee, columnist, and diplomat. She also had an impeccable background as spotless and wholesome as the image she projected, that companies used her as a spokesperson and endorser of products.

The daughter of post-war actor Oscar Moreno and Belen Cristobal-Anson, a pharmacist-chemist, Boots was educated at the Assumption,  and the University of the Philippines (1960-64, Speech & Drama), where, as an ROTC campus beauty, appeared on a magazine cover.  Her studies were interrupted when she married Pete Roa in 1964, a popular TV host of Channel 5’s “Dance-o-Rama”.  Baby O’Brien originally co-hosted the show, and Boots stepped in when she left for her U.S. studies.

She went on to foray in movies beginning in 1968, ding over a hundred films, highlighted by a FAMAS Best Actress award in 1973 for the movie, “Tatay na si Erap” and a Lifetime Achievement Awardee,  also from the said body.

The well-respected Anson-Roa lent her credibility in various advertisements shown on this page. She promoted appliances, beauty products, food and beverages, all through the 60s and 80s. She was most visible with her then husband Pete Roa in the Blend 45 campaign series that ran in the late 70s.

Considered as a role model, Anson-Roa also had a successful professional career in the gvernment. She was the director of the U.P.-PGH Medical Foundation (1979- 81 and the Red Cross (1980-82) In 1982, she was appointed as Press/Cultural Attache at the Philippine Embassy in Washington. She was also a TOWNS (Ten Outstanding Women in the Nation's Service) Awardee.

After being widowed in 2007, she wed Atty. Francisco Rodrigo Jr., son of Sen. Francisco "Soc" Rodrigo in 2014. The multi-awarded Boots Anson-Rodrigo  is set to launch her biography book this Jan. 2026, entitled "Grateful ," chronicling her checkered life and times.

SOURCES:

Boots Anson Roa, https://en.wikipedia.org/wiki/Boots_Anson-Roa

533. Where Are They Now? ROEL VERGEL DE DIOS, The Glamor Boy of Ads and Movies

One of the pretty boys who lit up both the advertising world and the silver screen from the late 70s to the early 80s was ROEL VERGEL DE DIOS.  Starting out as a ramp model in his student days, he first appeared in fashion advertising, and then made a successful leap to films.

The tall, teen model with a schoolboy look was born Roel Arce Vergel de Dios on 30 Oct. 1958, one of the six sons of Marcelino Vergel De Dios of Baliwag, Bulacan and Esperanza Arce of Manila. He has two younger sisters.

He owes his mestizo looks to his forebears, specifically, his maternal grandfather, Ramon Arce, who was a Spanish court stenographer at the Philippine Congress during Pres. Quezon’s term. The enterprising Arce saved enough money, and invested in land. In his Novaliches farm, he raised herds of carabaos that he milked which he used to produce dairy products, which he eventually parlayed into a profitable business—Selecta Dairy Products and Ice Cream. The outlets were transformed into restaurants to showcase the cooking skills of Ramon's wife, Carmen.

Roel also has Spanish blood from his paternal side. His great grandfather was a civil guard who married a Filipina when he was stationed in Zamboanga. Daughter Angela married Fernando Vergel de Dios, from a big family in Baliwag.

TOP ROW (L-R): Ronald, Roel, Raul. BOTTOM ROW (L-R) Renato, Rolando Bambi

Roel went to Ateneo for Grade School and JASMS-Q.C. for his high school. It was as a college boy in the University of the East that he forayed into fashion modeling and which led to appearances in commercials and print advertising spreads. Due to his runway background, he was chosen as a signature model for Image Maker, a very popular line of sports and leisure wear in 1978.

ROEL VERGEL DE DISO for IMAGE MAKER SHIRTS, Print Ad, 1978

He also appeared in a print ad for Alfa, a premium fabric made with Tefilin polyester that was produced by Philippine Synthetic Fiber Corporation.

ROEL VERGEL DE DIOS for Filsyn's ALFA, Print Ad 1978

While doing the rounds of advertising casting agencies, the movies beckoned. A cousin had dabbled in movies under the screen name Anthony Rodriguez.  Roel got producers into the cine bandwagon in time at all, and somehow, he managed to do both—modeling and acting—quite very well.

One of his earliest films was “Huwag  Pipitas ng Bubot na Bunga", with Amalia Fuentes and Vivian Velez in 1977.  In 1978, he made a daring appearance in Regal Films' “Bomba Star”, with Alma Moreno, then, one of the most sought-after sexy young stars of the country. This was followed by the Gosiengfiao-directed  “Promo Girl”, with Vilma Santos in the lead, “Nakawin Natin ang Bawat Sandali (1978), “Holdup” (1979) and “Pag-ibig, Bakit ka Ganyan?” (1979).

In 1980, he teamed up with Moreno again in “Lumakad kang Hubad sa Mundong Ibabaw”, a much-talked about film directed by Manuel “Fyke” Cinco. He also did “Apat na Maria”, partnered with Julie Ann Fortich, based on the story of Mars Ravelo. In 1985, Roel Vergel de Dios bade Philippine showbiz goodbye when he married Jaye Murphy, Bb. Pilipinas International 1975, and opted to settle in the U.S. Their union bore one daughter,

SOURCES:

Many thanks to Ms. Angel Vergel de Dios, sister of Roel Vergel de Dios, for providing updated information and latest pictures of his brother. 

Roel Vergel de Dios, FB Page

Screengrab from the Memorial video of Roly Vergel de Dios, brother of Roel Vergel de Dios, 

Screen grabs from movie on youtube, "Apat na Maria" (uploaded by Apochingching) and "Bomba Star" (uploaded  y Regal Entertainment, Inc. )

532. Brand Stories: VICKS INHALER, Richardson-Vicks, 1941

Movie idol JAIME DELA ROSA for VICKS INHALER, 1959

Pharmacist Lunsford Richard founded  Richardson-Vicks out of a family emergency. His young son, Smith Richardson suffered from a serious case of croup. Lunsford combined unique ingredients into a salve that when heated by the body, would release soothing vapors.

The boy found relief and the homemade croup and pneumonia salve was soon being sold as a legitimate product in 1894, after Lunsford took over his brother-in-law Dr. John Vick’s drugstore business,  Thus began the Vicks Family Remedies Company (later, Vicks Chemical Company) in 1898.

In 1911, the salve was renamed as VapoRub by the now-grown up Smith,  the very boy who inspired its creation and now a the helm of the business. The soothing vapors became the unique advantage of the product, such that in 1941, that effective production action was used in the development of Vicks Cough Drops, that provided instant, portable relief. The cough drops were an immense success.

Matinee Idol LUIS GONZALES for VICKS INHALER, 1956

The Vicks “vapors” line was extended in 1941 with the launch of the VICKS INHALER. This unique products brings the soothing vapors of Vicks in your pocket, just by inhaling the vapors from a plastic tube which are released from an absorbent material (like a cotton wick) that has been saturated with a blend of ingredients formulated by the company. Again, the reception to this innovation was met with widespread approval.

Singer-actress JEAN LOPEZ for VICKS INHALER, 1960

By the 1950s, VICKS INHALER  was available in the Philippines, and its early local advertising in the late 1950s featured popular movie stars, shown on this page. Despite the rise of Thai and Chinese made inhalers, VICKS INHALER—now also available in the key chain type, continues to be a favorite among local users, as the brand is now owned and managed by Procter & Gamble, a trusted maker of products that make Filipino lives easier.

526. RHEA RUBBING ALCOHOL “Walang Patawad sa Mikrobyo” Campaign 1981-1994

JIMMY FABREGAS FOR RHEA RUBBING ALCOHOL, Print Ad, 1994

At the height of the popularity of Green Cross and Family Rubbing Alcohol, a new alcohol brand joined the fight against germs and microbes, and achieved its on measure of success: RHEA RUBBING ALCOHOL.

The product was manufactured, marketed and distributed by PHILUSA Corporation  whose objective was “ provide the Philippine market with a wide range of quality and affordable products.”

RHEA Rubbing Alcohol became its flagship  brand for its line of health and wellness products. Over some 40 years, it  has been considered as one of the most trusted names in the health and wellness industry, with a reputation for being world-class and an affordable heathcare product.

Unlike other alcohol advertising which emphasized usage, RHEA chose to focus on its composition—that of being 70% Isopropyl Alcohol (IPA). In fact, IPA is the most effective concentration for disinfection because the water content acts as a catalyst, allowing penetration of cell walls and denature proteins in bacteria more thoroughly.

 

Thus RHEA can kill microorganisms with more efficacy, and its product action inspired the campaign theme: “Walang patawad sa mikrobyo”.  It is favored for use as antiseptic, for disinfection, sterilization, hygienic purposes and general massage.

WATCH RHEA ALCOHOL "GYM MASSEUR" TVC HERE:

 

(Credits: Dateline Anime)

The campaign was launched in 1980, starring a tough looking character in a gym setting who extolls the merits of RHEA Rubbing Alcohol in so many words. He shuts up only when a gym rat reminds him: “Tama na ang daldal, masahe na!” (Stop the talking, give me a massage now!). This original version ran from 1981-ca. 1989-90.

With international referee Sonny Padilla pushing Family Rubbing Alcohol, and Helen Vela recommending Green Cross, a more name endorser was employed in the 1994 incarnation of the “Walang Patawad sa Mikrobyo” campaign.

WATCH RHEA ALCOHOL WITH JIMMY FABREGAS TVC HERE:

 

(Credits: Jojo Baylon-VOTIII)

The quirky actor and musician Jaime “Jimmy” Fabregas was chosen to do the short RHEA TVC. By then, Fabregas was a show biz fixture, who hosted the gag show Sic O'Clock News on IBC 13. He also was seen a wrestling segment reporter of Pinoy Wrestling on PTV 4. What’s more, Fabregas was also a multi-awarded musical scorer for films like Shake, Rattle & Roll (1984) , which won Best Musical Score award at the MIFF.  He would win again in 1997 and 2005, for Rizal sa Dapitan and Kutob, respectively. His RHEA commercials ran from 1992-1994.

RHEA & JAMMY FABREGAS, TODAY

It's a great thing to know that both Product and Endorser are still around today. RHEA Rubbing Alcohol has extended its lines to include Vitamins, Generics and Topicals. Fabregas, on the other hand, boosted his popularity to newer heights via his role as Lt. Gen. Delfin S. Borja in the highly-popular and long-running ABS-CBN action-drama series FPJ's Ang Probinsyano, starring Coco Martin.

 SOURCES:

“Rhea Rubbing Alcohol TVC with Jaime Fabregas (1992)”, Credits to:  View on the 3rd - Jojo Bailon (VOTIII)

“Rhea Rubbing Alcohol TVC 1989”, Credits to: Dateline Anime

Company website, Philusa Corporation, https://philusa.com.ph

Jaime Fabregas, Wikipedia entry, https://en.wikipedia.org/wiki/Jaime_Fabregas

523. International Boxing Referee SONNY PADILLA for OMEGA PAIN KILLER, 1978 Print Ad

In 1959, the Wong Brothers of Cebu--George, Sixto, Sergio, David Sr., and Pio Sr., founders of International Pharmaceuticals, Inc., launched a new anti-body pain liniment  that would become a byword in pain relief: OMEGA PAIN KILLER. It enjoyed much success after the greaseless version was introduced in 1968.

But the brand solidified its place in the pain market when CARLOS “Sonny” PADILLA Jr. —the Filipino boxing referee of the historic “Thrill in Manila’ Ali-Frazier fight ---gave OMEGA Pain Killer a major push in 1978.

3rd Man on the Ring: Referee Carlos Padilla Jr. via Business Mirror

Coming from an internationally-renowned referee who saw first-hand and up-close the  worse body aches and pains: sprain, cramps, muscle spasms—there was, indeed, no better recommendation than OMEGA Pain Killer for effective ache and pain relief. After all, long-before the Ali-Frazier fight, he was familiar with after-sports pain—his father Carlos Sr. and uncle, Jose Padilla Jr. were former Olympic boxers for the Philippines in 1932 and 1936.

Padilla’s celebrity magic would also propel Pagoda Internationals’ Family Rubbing Alcohol to stratospheric heights, resurrected his movie career, and importantly, and jumpstarting his international refereeing career, that included high-profile fights like Wilfred Benítez vs. Sugar Ray Leonard (1979); Mike Tyson vs. Pinklon Thomas (1987); Thomas Hearns vs. Roberto Durán (1984);  Julio César Chávez vs. Ruben Castillo (1985), among others.

521. HELENE CURTIS SUAVE presents: "The Creation Series" 1961

“POUFF PARISIENNE” by Panching Servando of Ben Farrales Glamour House. The August creation puts a twist on the French pouff by flattening the hair on the sides and back exposing the ears. The model is Ines Villareal-Regala.

One of the earliest haircare brands to forge a strategic alliance with beauty institutions and the leading hairdressers in the country was HELENE CURTIS, In the early 1960s the company began to build on the success of its SUAVE brand, introducing shampoos, creme rinses, and wave sets. To promote it, SUAVE was promoted by beauty salon operators and the country’s leading hairstylists, in tie-up ads that bannered new hairstyles and the latest coiffure craze for them month, through a “creation series” launched in 1961 through 1962. The following 2-color ads which featured name models, were part of the series that ran in women’s magazines nationwide.

“PAPILLON” by Beny Baluyot of Beny’s Beauty Salon. A new creation for February that flaunts soft-looking hair for a chic, casual style that women will love.

“BOB PARISIENNE” by the Kayumanggi Styling Group, This shimmering hairstyle creation for December with lovely highlights features model Mrs. Caroline Manning. 

“THE BELL” by Moises Sia of Del Val’s Beauty Salon. Classically-designed  hair highlighted by sparkling gleams created by Suave for a radiant effect, without looking oily.

SUAVE, introduced in 1937 by Helene Curtis, is one of the most successful and enduring brand of the company and is still available to this day. Now with Unilever, SUAVE as a brand represents more than 100 products including shampoo, lotions, soaps and deodorant, used in United States, Argentina, Brazil, Mexico and Canada.

SOURCES:

Suave (the brand), https://en.wikipedia.org/wiki/Suave_(brand)

Helene Curtis Industries Inc. https://en.wikipedia.org/wiki/Helene_Curtis_Industries,_Inc.

520. Is that Who I Think He Is? ANTHONY ALONZO for LITTON DENIMS, 1983

Once, in the 1950s-thru the 70s, the Philippines was a major manufacturer of fabric in the Asian region, thanks to LITTON & Co. Inc., producers of the well-known LITTON brand of fabrics. The business was started by Englishman George Litton Sr., who came to the Philippines and married a local girl, Rosa Tulod. His fabric business survived the war and became a success in the 50s, helping develop the country’s fabric industry, By the 60s decades, over 20 textile mills were operating in Mandaluyong and Pasig area, with LITTON having the largest and most complete factory built for Php 40 million.  

The Denim craze in the 70s and 80s drove the demand for denims to great heights, and LITTON denims were in full color, in major magazines and newspapers. LITTON’s choice as celebrity endorser surprised many as he was over 30 years old then, quite mature, while other brands employed younger models.

Still, LITTON opted to use the action-sexy film star ANTHONY ALONZO, as he was perhaps, the most visible actor around, with some 30 films under his belt, shot from 1980 to 1985 alone. This meant that Alonzo had quite a major exposure on the silver screen, as well as on videos. In fact, within this 5-year period, he won the 1982 FAMAS Best Actor Award for Bambang and , he triumphed as Best Actor twice at the Manila Filmfest for Bago Kumalat ang Kamandag (1983) and Moises Padilla Story: The Missing Chapter (1985). He would win again in 1987 for Anak ng Badjao, making him the second most awarded Best Actor in the filmfest, after Christopher de Leon.

Born as Antonio Viana Hernandez (2 Apr. 1948) in Quezon City, Anthony is known as  the brother of actress Alicia Alonzo, who herself is still appearing in Filipino films and soap operas. He was already 26 when he appeared in his first movie, Muntinlupa 1950. But he made up for it by becoming the Philippines’ busiest actor from the 1980s thru the 1990s decade. Some of his well-known roles were in the movies Hindi Sa Iyo ang Mundo, Baby Porcuna (1978), Dakpin si Junior Bombay (1979), Dakpin si Pusa, Totoy Scarface (1981), Ang Paghihiganti ni David Burdado (1983), Jabidah Massacre (1990), Relaks Lang, Sagot Kita (1994)-Warlito Gan, and his last movie, Masdan Mo ang Mga Bata (1997). Alonzo died of skin cancer on 9 Oct. 1998 at age 50.

As to LITTON & Co., the heirs—that includes the famous TV Host and Personality Johnny Litton, has shifted its business from clothing to shelter, still aligned to its mission of helping make life better, all for the benefit of many.

SOURCES:

Litton Company: https://littonandcompany.com/litton-legacy.php

Anthony Alonzo, Wikipedia,https://en.wikipedia.org/wiki/Anthony_Alonzo

The Washington Post, List of People who fled with Marcos

Video 48, THE EIGHTIES # 504: ANTHONY ALONZO, ROBERTO GONZALEZ, et.al. "ANG PAGHIHIGANTI NI DAVID BURDADO" (1983), https://video48.blogspot.com/2021/03/the-eighties-504-anthony-alonzo-roberto.html

513. POND'S: "Secrets of a Beautiful Face" Campaign, 1975-1976

RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality.

The 1975-76 "Secrets of a Beautiful Face" ad campaign for Chesebrough POND's was conceived and executed  by its local agency, J. Walter Thompson Phils. It brought together a diverse group of women who shared their personal secrets on how they achieved their flawless complexions--which included the use of POND's for their everyday facial care. 

CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak"

EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist.

JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales.

CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist.

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

504. Is That Who I Think She Is? MISS RITA GOMEZ for LIASAN Feminine Hygiene Products, 1974

MISS RITA GOMEZ, for LIASAN Feminine Hygiene Wash & Spray, 1974

In 1974, LIASAN Feminine Wash was launched, the first intimate hygiene product in the market. It was one of the hygiene products of the German firm, Sagrotan, that was established in 1912. Appearing in the ad was the 39 year old RITA GOMEZ ( b. 22 May 1935 /d. 9 May 1990), a veteran actress, known for her strong, feisty female roles. Behind that façade, however, was “a woman who enjoys being a woman with elan and poise…an actress, a mother…whose femininity springs from the rituals of beauty she cultivates.” That of course includes feminine hygiene.

Gomez was a journalism student at the University of Santo Tomas when she was discovered for the movies by character actress Leonora Ruizi, who recommended her to the Santiagos of Premiere Productions. But it was when she moved to Sampaguita Pictures that her career picked up as a drama actress. In 1958, she won a FAMAS Best Actress award for “Talipandas”.

Turning into a freelance actress, Gomez appeared in variety of roles—which required her to be bold, controversial and daring. She appended “Miss” to her name amidst the Bomba scene, and thereafter was billed and addressed as Miss Rita Gomez. She won another Best Actress trophy in 1970 for “Bakit Ako Pa?”. Her association with director Ishmael Bernal produced the critically-acclaimed “Pagdating sa Dulo”, which further cemented her reputation as a fine, veteran actress.

Gomez was also looked at as an intellectual artist, a good writer, and an excellent English speaker. Son Ronald Bregandahl with Ric Rodrigo was a Caltex Spelling Bee runner up in the 1960s. She was a sought after speaker in schools, on TV talk shows and even judged a beauty pageant, known for her witty, but brutal frankness. The loud, eye-brow raising, cigarette-wielding, land opiniated actress easily became an icon of the gay community.

No stranger to advertising, RITA GOMEZ was one of the first beauties of  Camay who appeared in print ads in the late ‘50s. It would take over decade for her to bag another only her second product endorsement with LIASAN. After doing some 80 movies, she retired in 1983 and moved to the U.S. with her children, until she passed away from cancer,  just 2 weeks before her 55^th birthday.

487. Channeling Travolta: VICTOR LAUREL, for TOP SEED Casual Wear, 1978

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel. Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969. The 8 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. 

He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he became a screen idol appearing opposite superstar Nora Aunor. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  

It came as no surprise that advertisers sought hims out for endorsemenr, becoming the first face of ESKINOL MASTER in 1974.

In 1977, the film "Saturday Night Fever" starring disco king John Travolta became an international blockbuster. Showbiz people started to see a bit of Travolta in Laurel, what with his facial resemblance and his dance moves (Laurel had studied in dance and portraiture abroad) that were so "Tony Manero", the main character in "Saturday Night Fever". 

Laurel looked the part even in his TV guestings where he showed off his dancing prowess  while wearing a white 4-piece suit--the same style won by Travolta. It was definitely for this reason that TOP SEED Casual Wear got him for a print ad. Even the pose he assumed was copied from the iconic Travolta pose on the movie soundtrack album cover. 

LAUREL AS THE PINOY TRAVOLTA, 1978

Did the Travolta gimmick worked for TOP SEED? Only the sales figures would tell for sure. But Laurel obviously enjoyed the exposure, and continued to embrace the Travolta image throughout the popularity of the movie and its star. 

483. Sampaguita Stars BERT LEROY JR. & LIBERTY ILAGAN for COCA COLA, 1963

TEEN STARS OF THE 60s, BERT LEROY JR. & LIBERTY ILAGAN, FOR COKE, 1963

COCA-COLA has been using local movie stars as endorsers and models of print ads as early as the late 1950s. Early models included Gloria Romero, Juancho Gutierrez and Fred Montilla.

In the 60s, local film studios began building up their own stable of artists, and Sampaguita Pictures was the most successful, securing for its stars lucrative commercial endorsements for Coke. Many appeared in Coke’s 50^th anniversary ads and in subsequent ads of the 60s like Eddie Gutierrez, Josephine Estrada and Jean Lopez.

These ads from 1963 show two popular Sampaguita teen stars of the decade: BERT LEROY  Jr. and LIBERTY ILAGAN.

BERT AND LIBERTY, part of the COKE ad series, 1963

Bert Leroy Jr. was born as Albert Leroy (25 Apr. 1944, Manila), one of 3 children of showbiz couple Nicanor (Bert) Leroy Sr. and radio personality Luz Mat. Castro. It was natural that he was introduced to films early, appearing at age 9 in “Diwang Kayumanggi”. He put his budding film career on hold to concentrate on his grade school in Sta. Rita Colleges where he was an honor student, and took up high school at San Beda, where he was an honor student.

Bert enrolled at the University of Santo Tomas to take up Commerce but only stayed for a year. It was said he re-entered showbiz in 1961, and, as he says "so I could buy my own car". The 18 year old was introduced in 1962 in a supporting role in “Tugtuging Bukid”. There must have been an attempt to cast him with Liberty Ilagan as a love team in these Coke ads from 1963, but in 1966, Bert found bigger fame when he was teamed up as Gina Pareño’s partner as part of the popular teen group of Sampaguita Pictures’ “Stars ‘66”. One highlight of his career is earning a FAMAS nomination as Best Actor in the 1967 drama, “Kung Bakit Pa Ako Isinilang”.

LIBERTY ILAGAN, solo ad for Coke, 1963

LIBERTY ILAGAN , on the other hand was born (6 Jul. 1943) was born to showbiz royalty; her father is National Artist and actor-director Gerry de Leon, famed for his nationalistic films like “Sisa”, “Diego Silang” and screen adaptations of  “Noli Me Tangere,” “El Filibusterismo,” “Diego Silang,” and “Sisa.” Her mother, Fely Vallejo, was an actress, sister of 1930s violin prodigy, Ernesto Vallejo.

Like Bert, Liberty started as a 3 year old child actress, appearing in “Isumpa Mo Giliw”in 1946. She stopped to take up pre-Law at Arellano University. But she was lured back to showbiz in her teens by Sampaguita and did many teen flicks like “Joey, Eddie, and Lito” (1961) , “The Big Broadcast” (1962), “Sweet Valentines” (1963) and “Jukebox Jamboree” (1964).

Eventually, she married Rod Ongpauco, an ex-actor who became a successful restaurateur (founder of Barrio Fiesta) , with whom she had 3 kids: Happy, Love and Soeng Ongpauco.

Both Sampaguita stars Bert and Liberty migrated to the U.S. after their fruitful showbiz careers. Bert  Leroy Jr., , now 80 years old, is marred with 2 sons and a daughter. Liberty, who had separated with Rod, remarried a U.S. lawyer, Carlos Lardizabal, and passed away on 17 Mar. 2020.

SOURCES:

Information about B. Leroy Jr. and L. Ilagan: Wikipedia

The Movie Database: https://www.themoviedb.org/person/1355492-bert-leroy-jr

Rappler: Former Sampaguita actress dies at 76 https://www.rappler.com/entertainment/254920-actress-liberty-ilagan-dies/

Phil. Daily Inquirer: https://entertainment.inquirer.net/189427/stars-66-50-golden-years-later