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

 

552. Where Is She Now? JOYCE SAULOG-MANALO, The Face of OIL of OLAY, 1990

JOYCE SAULOG-MANALO, The Face of Oil of Olay, 1990 Ad

As the 1990s decade rolled in, Procter & Gamble Philippines’ OIL OF OLAY was nearing its 10^th year of successful existence in the Philippine market. It continued to be supported with advertising, nd, following the U.S. model, campaigns have to used real-life older, beautiful women with smoother, younger-looking complexion. Critical to the campaign then was casting the models who fit into this mould.

A fresh young face at Ace-Saatchi & Saatchi Casting Dept. 

The first model had been Myra Mendoza, the fresh-face teen known known for her appearances in the popular JINGLE Music Chordbook Magazine, and who had a flourishing career as a talent caster for the multinational ad agency, Ace-Saatchi & Saatchi. When P&G Clients saw Myra, they got her for Oil of Olay instead of the talents she was recommending!

At about the same time that Myra Mendoza was at Ace, a young newly-married JOYCE SAULOG-MANALO, just a few years out of college from U.S.T,  joined Ace-Saatchi & Saatchi. 

Joyce Saulog-Manalo  in an agency company outing.

The A.B. Communications graduate had quite an unorthodox career as she was recruited by talent manager Junn Guevara to be a member of the New Minstrels, 4^th Generation. The musical group attained a large measure of success in the recording and entertainment industry in the 70s. Joyce, an accomplished singer, joined the group and performed with them,

AS MEMBER OF THE NEW MINSTRELS, 4th Generation

“I left after one year dahil sa tawag ng pag-ibig”, Joyce laughingly recalled, “I got married!" The lucky man turned out to be Vicente “Boe” Manalo, whom Joyce met through her friend and college classmate Chola Manalo--Boe’s sister—who set them up for a blind date.

“No spark for me  at first”, Joyce remembers,  “but then I got to know him better. Ang bait niya…gentleman pa, maalaga. And, he adored my mama.. parang papa ko . Ayun na in🩷 na ako.” The two got married on 10 Dec. 1983.

Boe, at that time, was managing a thriving family fishpond for his cousin in Laguna. He was also into selling real estate and education plans. Then the first baby by came along, Miko. 

THE MAN SHE WOULD MARRY. Vicente Victor Jesus Manalo,
at the time of their engagement.

Hoping to help and looking for more something stable to do, Joyce joined the agency’s Casting Dept., where she learned the ropes quickly and impressed her boss, production dept. head Jack Dumaup.  But she also captivated her colleagues for her charm and beauty—plus factors in securing client approvals.

JOYCE SAULOG-MANALO, with fellow Talent Caster Flor Salanga (+),
also a well-known theater actress and occasional commercial model.

When it was time for the agency’s blue-chip Client P&G to do the 1990 campaign of Oil of Olay, the casting of the print ad model fell on Joyce’s lap.

 “Yes, I was assigned to do casting for Olay, kami ni Myra, and  we were having difficulty finding women in their 30s and 40s who looked younger, Then, someone suggested na magpa-test shot din ako. I actually agreed para lang mag ka souvenir photos”, she related with amusement.

Next thing she knew, the 30 year old Joyce was approved by the P&G Clients as the model for Oil of Olay’s 1990 print campaign. There was no need anymore to look for other models…she was it She was hustled off to the studio of topnotch photographer Bien Bautista, where her face was made up, and her pixie hair cut styled.  After which, she posed for her  head shots under the watchful direction of the professional photographer.

In her 30s, Joyce was the perfect Face for Oil of Olay .

Her stunning portrait, with her bare back and her face in profile showed off her soft, supple, smooth skin perfectly, belying her age. “I left time behind”, says the headline, and Joyce’s picture provided the irrefutable proof.

With Mr. Ramon R. Jimenez, then Executive Creative Director
of Ace-Saatchi & Saatchi where Joyce worked as a Caster . Jimenez 
would go on to become the Secretary of Tourism 2011-2016

The Oil of Olay ad was the first and only major modelling assignment Joyce took, as she considered  talent-casting her more serious profession. She would stay with Ace-Saatchi & Saatchi for a few more years, often bringing her oldest son Miko to the office. From Saatchi, she moved over to Basic FCB, this time to head the casting department as Casting Director. But when 4 more babies came—all boys—she decided to resign and work as a free-lance Casting Director instead, where she would have the convenience of working flexible hours.

THEN & NOW. Joyce has managed to retain her facial charms she has always been knonw for.

Junn Guevara tried to lure Joyce back by offering her a place in a girl band he was forming, with an option to go solo.. “But I decided not to push through with it”, she said, “By then, nag-e-enjoy na ako sa motherhood”

Now blessed with 5 five boys and 2 grandsons, Joyce, with her husband of 43 years Boe, lives a life fulfilled: family-centered, God-fearing and purposeful. Miko, the eldest son, is a general manager of Starcom, an international media company. Paolo works for Tiger 22 Radio Network. Carlo is with HSBC, Jio works a marketing job based in Scotland. Youngest Anton is a managing partner of Brand Republic ad agency. 

THE WINNING MANALOS! (L-R): Carlo, Anton, Papa Boe,
Mama Joyce, Anton (behind Joyce), Jio and Miko

Though everyone is well-settled, Joyce remains busy as ever—but this time doing things she loves the best, at her own pace and time. Nowadays, you would find her caught up in a whirl of mundane affairs such as baby-sitting her apos, going out on dinner dates with her hubby, attending school reunions, to traveling with family travels abroad. It is now these simpler things that give her the most joy. It would seem that the Oil of Olay girl had, indeed, left time behind---because time could not keep up with her!

SOURCES:

All photos and additional information, courtesy of Joyce Saulog-Manalo

541. Whatever Happened to the PIÑARAP BOY of MARCA PIÑA Soy Sauce?

MARCA PIÑA SOY SAUCE has a long and hallowed history that dates back to the late 1940s starting patriarch Kiam Tiam Sy who built the brand from scratch in their backyard and turned it into a product of national prominence in the 60s and 70s.

It all began when Mr. Kiam Tiam Sy began marketing the soy sauce from his backyard factory, under the name National Soy Corporation. He, along with his son Tian Tan Sy, formulated the brand with a taste so superior-tasting that Marca Piña soon became the no. 1 brand in Pampanga, Tarlac and the National Capital Region. In Batangas and Laguna, it had 90% of the market.

Its heyday began with its effective advertising that revolved around its claim as the best-tasting in the market. Thus, the slogan “PIÑAkamasarap!” was born in 1968, appearing on top of their newpaper and magazine ads. But the line took off when, in 1972, a new Marca Piña TV commercial was produced by Convey Advertising featuring a precocious boy who was supposed to conclude the commercial by saying “Piñakamasarap”.

But try as he would, the little boy could only manage to say “piñarap” or worse, piñanap”, take after take. The shooting made no progress as a result, so the director decided to go ahead and use the cut with “piñarap!”, the best the boy could do. He figured, the audience might find it cute, anyway.

Indeed, as once the budget TV ad was aired, Marca Pina’s slogan became a byword , thanks to the adorable little Chinese boy who uttered “Piñarap!!” to millions of TV watchers nationwide, and propelled the brand to greater heights.

The model was TIAN SY, then, the 3-year old son of  Tian Tan Sy, and grandson of founder Kiam Tiam Sy. For the next few years, Tian Sy was the face of Marca Piña, and his TV ad continued to delight viewers while working wonders for their soy sauce business.

However, the next 2 decades would bring much change to the company that included renaming the condiment company as  Balanced Food Corp. in 1973. Five years later, it was redubbed as “Piñakamasarap Corp.”. Labor problems began to surface too, and it was believed that the work force was infiltrated by militants who threatened the owners. This prompted the Sys to flee to Canada and halt Marca Piña’s operation from 1993-1997.

TIAN SY had gone to Canada even earlier to start college at the University of Toronto. When things settled down, the Sys returned to the Philippines to restart the company, and no less that TIAN SY—the commercial star that made the brand  slogan famous—was named as CEO of the Piñakamasarap Corp. To prepare himself for the role, he took Master in Entrepreneurship/Entrepreneurial Studies at the Asia Institute of Management from 2004-2005. He also started his family with wife Mir and 2 children.

With TIAN SY at the helm, he sought to relaunch MARCA PIÑA Soy Sauce , bring it back to supermarket shelves through more dynamic distributors. He also asked for the reformulation of the soy sauce to appeal to more modern tastes. To capture the younger market, he employed social media to connect them better to a legacy brand. But to reintroduce MARCA PIÑA Soy Sauce to the national market, he relied on his gut instinct—replicate the scene he made famous and which solidified Marca Piña’s leadership.

WATCH THE "PINARAP BOY" TVC AIRED ON JAN. 2007 HERE:

(uploaded by tiansy, 2019)

 

He did not have to go on an expensive casting search, as his ka-lookalike son with wife Mir Sy—Christian--was ready to take on the roll. The bubbly boy  not only said the word “Piñarap” perfectly, but also sang the whole jingle. Footages from the old commercial were inserted to underline the appeal of the brand across generations.

 

Aired in January 2007, the new “Piñarap Boy” TVC enjoyed a high recall, a big boost to Marca Piña’s 20% market share. The CEO who once was a drumbeater for the brand wants to ensure that the family company that makes Marca Piña Soy Sauce will be passed on to more generations to come.

SOURCES:

Quiambao Tina Arceo The Unforgettable Piñanap Boy, Business Inquirer, 7 March 2007

Osorio, Ma. Elisa, Marca Piña soy sauce brand tries to expand market share, 11

Mar.  2007 . https://www.philstar.com/business/2007/03/11/388899/marca-pintildea-soy-sauce-brand-tries-expand-market-share

 

538. Those Adorable DARIGOLD KIDS of the ‘60s: Then and Now

When readers opened their magazines in 1963, they were treated to a spread of colored ads of DARIGOLD MILK featuring wide-eyed, happy-looking kids—perfect models of the milk’s promise of healthy goodness and tender love.

By that time, DARIGOLD was the No. 1 milk brand in the country, backed by its savvy marketing and well-crafted advertising, professionally made by its ad agency, Philprom, founded by Pete Teodoro in 1945. Not bad for the evaporated milk brand that had to be imported all the way from Seattle to be introduced in the Philippines in 1953.

The 1963-1964 campaign was launched first with a lead-off print ad featured 2 vignette shots of a young mom with her school-age daughter holding a glass of milk in one hand. In the foreground are two younger siblings with their toys, showing the boy giving her little sister a peck on her cheek.

A separate ad was spun off using the version with the two siblings being wowed as they are handed with a glass of DARIGOLD Milk.

The next in the print ad series showed a fair-haired girl holding a glass of DARIGOLD Milk with the headline:  “More, more, more…DARIGOLD gives you more!”. A jingle based on that line was created by the agency and became a national hit.

The last ad was a Black & White ad with 2 spot colors, touting the leadership position of DARIGOLD, which by then was the most preferred and best-selling brand. A curly-locked boy in a DARIGOLD shirt leading a trike race was the main visual, to drive home the point of the no. 1 milk in the market.

A quick search of the identities of the kiddie models yielded so many fascinating facts that are now inextricably linked with the milk brand’s history. In the 60s, the country head of DARIGOLD was Mr. Louie Benitez, a member of the prominent Benitez Family that included statesman and educator Dean Conrado Benitez and senator Helena Tirona Benitez.

 

Louie’s sister, Leila Benitez was known as the First Lady of Philippine TV, famous for hosting the first Student Canteen, and, what else—DARIGOLD Jamboree in 1965. Even DARIGOLD’s ad agency had a Benitez connection; Fred Benitez was a co-founder of Philprom.

It was no wonder then that the models in the aforementioned print ads were also Benitezes—Mr. Louie Benitez’s own wife and children.The kick-off ad that showed a Mom and her daughter, was no less than his wife Nena Mapa-Benitez and daughter Annie, on her lap. Annie now lives in Copenhagen, Denmark.

The two kissin’ kids with their toys on the floor are siblings Ricky and Pia Benitez. Ricky Benitez grew up and worked in his father’s trading company. He is now a Pastor who lives in Bacolod.

 Pia, now Mrs. Yupangco, is an artist and a freelance writer. In her college years, she became an intern at J. Walter Thompson where she bagged a 7-Up talent gig. Her father, however, thumbed down the idea of her out-of-town shooting, and thus ended her short modeling career.

 “We were nepo babies before it became uso 😆”, recalls Pia when asked how she became a DARIGOLD model. “My dad Louie Benitez was general manager of Darigold in the Philippines, that’s how!.  Even my grade school batch got to go to the Darigold manufacturing and repacking facility!” Pia also vaguely remembers shoting a DARIGOLD TV commercial at the Magallanes Park by the Philprom ad agency.

Soon, the original “nepo babies” were joined by more Benitezes—their cousins! In the 2^nd print ad, the winsome child with her glass of DARIGOLD was portrayed by Mitos Benitez (now Yñiguez). She was the daughter of Mario Benitez—brother of Louie, more well-known as the founder of the classic MARIO’s, the hugely popular Italian Restaurant, located in Baguio. Today, Mitos  continues the family’s restaurant business tradition, by running the highly-rated Hill Station , a comfort food restaurant at Casa Vallejo in Baguio City.

Mitos’ brother—Anton Benitez, on the other hand, was the curly-haired trike rider  speeding ahead of other cartoon racers in the 3^rd print ad. A La Salle graduate, Anton along with brothers Fil and Marlo now runs MARIO’s, which recently opened a branch in Clark Field, Pampanga.

 DARIGOLD’s  life cycle was cut short in 1976 when it ceased production due to contractual obligation problems. But for the Benitez kids, there was no crying over spilled milk. They have all moved on from being accidental commercial talents for an icon brand built by their father, to even more important matters like earning their education, acquiring skills and venturing into different careers, based on their passions—all pursued well, and successfully. DARIGOLD, in a special way, has proven to be “so good for the whole family”—as its longtime slogan says,

SOURCES:

FB Messenger interview with, Pia Benitez-Yupangco

Contributed photos from the Benitez children

Photo od the Benitezes as adults, from their FB groups. 

Photo of Mitos Benitez , by Wig Tysmans

Many thanks to Lisa Nepomuceno-Mapua for facilitating contact with the Benitez siblings.

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

535. Where Are They Now? MILDRED LOEWINSOHN, Angel Face Model, 1966

In 1966, ANGEL FACE launched its campaign for its Foundation Powder product with a print series featuring 3 young career women: Elizabeth Pineda, a model and a UST Fine Arts student; Geraldine Keesey, a school teacher; and MILDRED “Millie” LOEWINSOHN, a Philippine Airlines stewardess.

Manila-born Loewinsohn (b. 28 Apr. 1947) was just a fresh 21 year-old Assumption College graduate when she joined the national flag carrier as a stewardess. Her being bi-lingual (she speaks Spanish) served her well in her job as nan international purser.

Through the 70s-80s, Millie continued to model for photographers and artists like Santiago Bose and Wig Tysmans, both from  Baguio. She also dabbled in photography, an interest she pursued when she moved to Guam in the early 1980s, where she worked as a lab technician/photographer . She stayed in Guam for over 9 years. In December 1993, she went to the United States, where she got married, but was later divorced. Loewinsohn now lives  in Las Vegas, Nevada, where she works as a wedding photographer.

 PHOTOS:

The Sunday Times Magazine, M. Loewinsohn FB Page

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. )

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

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/

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