507. JOHN BORROMEO: 1987 Creative Guild’s Top Model of the Year for San Miguel Beer ”Katipunero” TVC 90s.

In 1987, barely a year after the People Power Revolution, San Miguel Beer came out with a 90 sec. epic commercial set in the Philippine Revolution almost a hundred years ago—which is about the same age of the iconic beer product.

The lead talent of the commercial was a katipunero, who marked historic milestones –the birth of his child, the call to arms, victory in war—with a quaff of SAN MIGUEL BEER. The role was played by JOHN BORROMEO, a ramp/commercial model who was a member of the Professional Models Association of the Philippines (PMAP). His first show was in 1984, when he was cast as a model for Salon de Manila. Born in Batangas, he went to school at the Philippine School of Interior Design. He became a much-sought after fashion and print model, and his contemporaries included Eric Quizon, John Estrada, Gerry Gonzalo, Monsour del Rosario, and Calvin Millado.

 WATCH SAN MIGUEL BEER' "KATIPUNERO" TVC 90s HERE:

But his biggest break was in 1987, when McCann-Erickson caster Efren de Jose cast him for the lead role in the aforementioned “Katipunero” commercial, with Bb. Pilipinas runner up and theater actress Susan Africa, as his infanticipating wife. With his moreno complexion, and dark brooding looks, Borromeo was a perfect choice to play a revolucionario, almost looking like Gat Andres Bonifacio!

That was not lost on the members of the Creative Guild of the Philippines, as when the award season for advertising creative excellence came, JOHN BORROMEO  made it to the list of 1987’s “Top Models of the Year”, along with fellow model Lawrence Pineda (also for another SMB ad), and young models RJ Ledesma and Carmina Villaroel. The Top 10 Models were honored during the Creative Guild Ad Awards Night on 30 Aug. 1988, at the Metropolitan Theater, Manila.

Borromeo also caught the attention of movie producers, and he ended up doing 2 films—“Hiwaga sa Balete Drive” (1988) and “Too Young” (1990) , an Aiko Melendez starrer.

Today, John Borromeo lives with his wife and 4 children in Seattle, Washington. He is an avid cyclist who has cycled all over the U.S. From time to time, he flies home to the Philippines to visit his home province of Batangas.

 SOURCES:

1987 Creative Guild of the Philippines Awards Night program.

 San Miguel Pale Pilsen TVC 1988 (Philippines)  https://www.youtube.com/watch?v=kAMccGElW3I

Posted by Advertising Archives, VOTIII

‘They turned modeling into a profession’, by Marina A.S. Benipayo, Philippine Daily Inquirer, 13 Oct. 2017, https://lifestyle.inquirer.net/275600/turned-modeling-profession/

John Borromeo FB Page

468. Where Are They Now? Filipina-Polish International Model JOLINA ZANDUETA, Ponds, 1976

JOLINA ZANDUETA---that beautiful face! POND's Ad, 1976

In the mid 70s, a new face burst into the local modeling scene with the homecoming of Filipina-Polish international model Jolina Wyrzykowski-Zandueta. She was the daughter of Jolyon Wyrzykowski, a Polish and opera singer Maria Nina Zandueta, a Filipina, whose contemporaries included Irma Potenciano and Conching Rosal. Nina Zandueta took her daughter in tow when she returned to Manila to join  a twin bill production of I Pagliacci and Cavalleria Rusticana.

HARPER'S BAZAAR COVER GIRL, JOLINA ZANDUETA,1970

Jolina’s presence in Manila created quite a stir as she was the first Filipina model to be featured on the cover of Harper's Bazaar, June 1970 issue. She, along with Ping Valencia, were the precursors of today’s ‘supermodels’, the only Filipina beauties to have modeled abroad.

JOLINA ZANDUETA,for PONDS' Philippines, 1976

POND’s snapped her immediately, and Jolina appeared in a print ad—part of a “Secrets of a Beautiful Face” series, actually—that saw print in local magazines. She became the toast of Manila, and made the rounds of exclusive fashion shows and local media.

PAUL MITCHELL--The Man Behind the Brand

At that time, she was already married to Paul Mitchell, a successful hairstylist at 16,  who built his fortune as a co-founder (along with John Paul Dejoria) of the John Paul Mitchell Systems. The company that  developed and sold  hair care products that would become famous global brands.

JOLINA AND ANGUS, FB Page, Angus Mitchell

Jolina and Paul had an only child, Angus Mitchell, born in 1970. Their son inherited the business in 1989 upon the death of Paul from pancreatic cancer in 1989. He would expand the company by operating hairdressing schools in 2000.

Today,  Jolina Zandueta Mitchell is a passionate advocate in the fight against pancreatic cancer, climate change, and in the promotion of clean energy, and wildlife conservations.

 SOURCES:

Jolina Zandueta Harper’s Bazaar Cover photo: Vtntage Von Werth, https://vintagevonwerth.de/products/harpers-bazaar-us-june-1970

Paul Mitchell photo: Wikipedia.org, https://en.wikipedia.org/wiki/Paul_Mitchell_(hairdresser)

Paul Mitchell advertisement: Paul Mitchell-Behind the Brand, https://www.ry.com.au/ontrend/news/paul-mitchell/

Angus Mitchell FB Page, Jolina Mitchell Instagram

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

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

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

SHOOTING INDIANA JONES. Courtesy of Direk Jun Urbano

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

INDIANA JONES KID, Then, and Now. David Esteban

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

DAVID ESTEBAN, TODAY. Source: FB Page

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

 CREDITS

Photo of the commercial talents, courtesy of Direk Jun Urbano

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

David Esteban FB Page

430. Is That Who I Think She Is? BIBETH ORTEZA for LE CAFE, 1978

 Le CAFÉ was a coffee brand introduced by Commonwealth Food Corp. back in the mid 1960s, and was still going strong in the 1970s. Their promotions—of offering coffee packaged in re-usable glasses and mugs –were very popular with consumers , that they kept these promotional giveaways going.

In 1978, Le CAFÉ was packaged in HONEYGOLD Colored Coffee Mugs, described in the ad as “class-na-class talaga, pang-bisita! Di pwedeng isnabin!”. To push this promo, COMFOODS found an endorser in the person of BIBETH ORTEZA.

Orteza was then a rising TV writer who dabbled in acting. She was the chairman of the University of the Philippines  Repertory Co. in the 1970s, and started her writing career as a Junior Writer at KBS. Her break came, when she became the scriptwriter for “Aawitan Kita”, a KBS music program that starred Armida Siguion-Reyna. By 1978, she added Actress to her resume, and acted in films and TV as a comedienne with a Visayan accent. It was at this time that her potential as an model/talent was spotted by the agency of COMFOODS, who cast her in her first commercial appearance. In 1981, she would also a print ad for UNION Electric Fan. 

 Later, she focused again on writing and promotions, and did work for Blackgold Records. She is credited with writing many successful scripts for TV (OK Ka , Fairy Ko, Magpakailanman, John en Shirley, My Big Bossing, Rio del Mar, Vampire ang Daddy Ko), and Films (Enteng Kabisote, Iskul Bukol: 20 Years After).

 In the late 70s however, BIBETH ORTEZA was a one of the most intelligent, multi-faceted creative talents to animate the TV and Film industry who was praised for her excellent writing and funnybone acting---which, in the words of the advertising copy in her ad—“di pwedeng isnabin!”.

SOURCES:

Bibeth Orteza: Love in the Time of Revolution: https://www.youtube.com/watch?v=yOelf13dp9k, uploaded by Middle of a Love Story, 

Bibeth Orteza-IMDb: https://www.imdb.com/name/nm0650988/

Lifestyle.INQ. Bibeth Orteza and Carlitos Siguion-Reyna Return to the Stage to Spill Family Secrets, by Amadis ma. Guerrero, 17 June 2022. ://lifestyle.inquirer.net/405465/bibeth-orteza-and-carlitos-siguion-reyna-return-to-the-stage-to-spill-family-secrets/

424. Where Are They Now? JIM ARANETA: The Colgate PROOF Boy, 1975

JIM ARANETA, THEN & NOW. From a kid talent, to a proud grandfather!

In 1975, Colgate launched a new Fluoride toothpaste called PROOF, a revolutionary toothpaste that promised to reduce tooth decay. The introductory Colgate PROOF ad featured a cute, bright-eyed 10 year old boy which left quite an impression on the newspaper reading audience.

That boy with his signature bangs was JIM ARANETA. He recalls that a talent scout went to his grade school at Colegio de San Agustin sometime in 1974. This caster went through most of the classrooms looking for the right young boy to appear in the print and TV ad, and singled out then nine year old Jim.

 Before he knew it, Bates-Alcantara, the ad agency assigned to Colgate advertising, scuttled him off to a studio to shoot the Print and TV ad for New Colgate PROOF. Little JIM also did a TV version of Colgate PROOF ad (which, unfortunately has not been found yet), but he recalls he only had a one-liner –“Ang sarap!”.

JIM, A BUSINESSMAN TODAY, CALLS TAGAYTAY HIS HOME TODAY.

Today, JIM is a 58 year-old father of 3 children,  and a doting grandfather of an equally cute and look-alike kid, Diego, son of his eldest daughter. At one time, he was married to a commercial model who was one of the high-profile 1990s Pantene Ladies of Procter and Gamble.

PROOF OF SUCCESS: with look-alike grandkid Diego

He keeps himself busy with his real estate projects and his company called Simple Fix, which provides handymen for building projects. He divides his time between Vancouver in Canada where some family members reside, and Tagaytay, which he considers his primary home.

JIM DIVIDES HIS TIME BETWEEN THE PHILIPPINES & CANADA
where members of his family reside.

The project he did for Colgate PROOF in 1975, was his first and last commercial. In the 1980s, Colgate PROOF revitalized its advertising, as P&G’s CREST Toothpaste made significant inroads into the Colgate market. A series of commercials were produced, using a new kid model with the same bowlcut hairstyle that JIM ARANETA sported in his commercial, as the image he created was so well remembered.

It's in the bangs! JIM & GRANDSON DIEGO. Casters, take note! 

Today, JIM ARANETA has lost those trademark bangs, but he has kept those pearly whites shining after all these years, thanks to New Colgate PROOF!

SOURCES: Personal interview with Mr. Jim Araneta, 30 Apr. 2023.

All photos, used with permission from Mr. J. Araneta.

380. PBA LEGEND: ROBERT JAWORSKI SR. The Basketball Icon as a Product Endorser

BIG J, for Nescafe Master Roast, Print Ad, 1989

One of the most popular and celebrated basketball icons of the Philippines, Robert Vincent Salazar Jaworski Sr (born March 8, 1946) is the so of American-Polish , Theodore Vincent Jaworski and Ilocana Iluminada Bautista Salazar. As a student, he  became a well-known collegiate basketball player for the University of the East, leading the “Red Warriors” to back-to-back victories at the University Athletic Association of the Philippines (UAAP) meet in 1965 and 1966. That earned him a place in the basketball team that went on to compete at the 1966 Bangkok Asian Games, and at the Asian Basketball Championships, where his team placed first, beating the host country, Korea.

 WATCH THIS CERVEZA NEGRA TV featuring JAWORKSI (1978)

His amateur career began in 1967 when he joined the YCO Painters under coach Carlos Loyzaga. He then suited up for Meralco in 1970. After being banned by the Basketball Association of the Philippines in a mauling incident during a game against Crispa-Floro (which caused him to miss the 1972 Olympics),  he was reinstated in 1973 to the national team.

 “Big J”, as he was called, joined the newly-formed Toyota Comets after his Meralco stint, and he officially became a PBA player in 1975 after the Toyota Comets became one of the league's founding franchises of the league.  He played with Toyota until 1984, and it was there that he became an MVP in 1978.

 WATCH JAWORKSI'S ANEJO RUM COMMERCIAL:

He then joined Ginebra San Miguel, staying with the team for 14 years (184-1998), which would become the most popular Jaworski-led team in Philippine basketball history. As a playing coach, he and his team won the 1986 Open Conference championship finals. He also coached the Philippine team that won Silver at the 1990 Asian Games.

In 1991, Jaworski won his third title at the expense of Formula Shell of the PBA that a team came back from a 3–1 deficit to win the championship.

 WATCH JAWORSKI'S JUVELON COMMERCIAL (1983)

Ginebra’s performance faltered from 1992-95 due to PBA budget limitations, but rebounded in 1996 with new top players that enabled the team to win a 4th championship in 1997 vs. Alaska Milkmen.

Fifty year old Jaworski's last game in the PBA was in March 1997 in a game held at Dumaguete City. He ran for the Philippines senate and won a seat during the May 1998 elections but was defeated when he ran for re-election in 2004.

WATCH JAWORSKI'S GINEBRA "BIDA" COMMERCIAL:

As the country’s most-well known PBA player, Jaworski’s influence cannot be denied. He was sought after by advertisers and agencies for his pulling power, and some of his well-known commercials included TIMEX (“The Tough Watch”), GINEBRA  promotional plugs, Añejo AÑEJO RUM, NESCAFE Master Roast, among many others.

 Recently, his son Robet “Dudut” Jaworski Jr. , who also played in the PBA  along with his fater, announced in 2021 that Robert Sr., age 76, was suffering from a rare blood disease.

SOURCES:

Cerveza Negra Promo 1978 Philippine TV Ad ( w/ Jaworski ),, https://www.youtube.com/watch?v=jvMFXEay4e8, uploaded by ADman1909

1983 Juvelon E+ TVC feat. Robert Jaworski, https://www.youtube.com/watch?v=jTCrLoj-ZLU, uploaded by莢豌豆本舗

MANNY PACQUIAO & ROBERT JAWORSKI - ANG BIDA SA HARDCOURT at sa BOXING RING, https://www.youtube.com/watch?v=0etF9mUM_v8, Uploaded by DCRJReloaded02

Jaworski's Anejo Rum Commercial, https://www.youtube.com/watch?v=rhu3-5DSrLA, uploaded by Alamat ng PBA.

 

373. Helene Curtis SUAVE Hairdressing Crème and Lotion, Print Ads 1960-1969

SUAVE Print Ad, 1969, featuring Terry Aldeguer of the Aldeguer Sisters

Helene Curtis was a company formed from National Industries, which had originally produced personal care products, but which had to shift to making products for the war efforts. After World War II, National Industries resumed making personal care products and was renamed Helene Curtis, after the first names of partner Louis Stein's wife and son. 

The first products to come out from the Helene Curtis plant was SUAVE Hairdressing, in Crème and Lotion, which was launched for general retail sale, and proved to be a sales success. It went on to create more revolutionary products like hairsprays, with the brand name, Spraynet, spray-on deodorant Stopette, and a dandruff shampoo called Enden. 

Hairdresser Nomer Pabilonia for SUAVE. Model: Conchitina Sevilla 

But in the 1960s, Helene Curtis would eventually go back to build on the success of its SUAVE brand, introducing shampoos, creme rinses, and wave sets. As early as the 1960, Helene Curtis SUAVE was marketed in the Philippines, and was actively pushed with regular advertising campaigns. 

The earliest examples show SUAVE print ads featuring well-known fashion icons modeling the latest styles (“The Bob”, “The Bell”) created by leading hairdressers of the day, like Nomer Pabilonia and Moises Sia, who readily endorsed the product. 

Hairdresser Moises Sia for SUAVE, 1960 Print Ad

SUAVE had a great run in the Philippines and in the 1980s, it was repackaged in cost-efficient plastic with caps, as hair control products became more popular. Today, the SUAVE brand is owned by Unilever, and has expanded to include hair grooming essentials for men and women, like gels, shampoos, mousse, aerosol anti-frizz and other hair-control products.

367. Creative Guild’s TV Ad of the Month, Aug. 1987: DEL MONTE SPAGHETTI SAUCE “Godfather”

The Creative Guild of the Philippines, an association of creative personnel working in the advertising industry, was just 3 years old when the 1987 Creative Guild Ad of the Year Awards night at the refurbished Metropolitan Theater was staged. One of the frontrunners for the Ad of the Year was DEL MONTE SPAGHETTI SAUCE’s “Godfather”, a much-talked about TV ad produced by McCann Erickson for Del Monte Phils.

WATCH THE DEL MONTE SPAGHETTI SAUCE 'Godfather" TVC HERE:

To drive home the “Italian-ness” of the product, the agency made use of the iconic Don Vito Corleone, a fictional character in Mario Puzo’s “The Godfather”, ably essayed in the 1972 film by Marlon Brando. McCann caster Amy Salona found a talent in the person of Enrique “Ricky” Rivero, an occasional stage actor, who, when fully-made up, became Brando’s doppelganger—right down to his raspy voice.

TV viewers took notice of this well-produced, imported looking commercial, what wit its authentic production design,  moody lighting, the supporting characters, and most especially, the uncanny duplication of the “Godfather’s” look and the cast's superb acting. It was no wonder then that the Del Monte commercial was chosen as the TV ad of the month for August 1987,  by a jury consisting of agency art directors, creative directors, copywriters and producers.

In the grand awards night, however, Nestle’s MILO “Gymnast”, headlined by SEA games gold medalist Bea Lucero,  edged out the DEL MONTE’s “Godfather”, for the plum TV Ad of the Year prize. But Enrique Rivera’s portrayal of  the “Godfather” was so unforgettable that he was  honored as one of the 10 Best Commercial Models of the Year. He was cited for his ‘effective portrayal of a distinctive character in the most natural and realistic manner, through skillful acting that captures the drama between product and consumer'.

DEL MONTE'’s “Godfather” would win more technical awards at the next Philippine Advertising Congress, but the best  was yet to come. In 1990,  the same Del Monte brand will win top honors at the  Creative Guild TV Ad of the Year for the commercial “Novices”, the most prized award for the evening. For McCann Erickson, the feeling was just—magnifico!

SOURCES:

Creative Guild Ad of the Year 1988 program

Youtube: 1986 Del Monte Spaghetti Sauce TVC, https://www.youtube.com/watch?v=a_s1c2CNLws

352. Pitoy Moreno, "Asia's Fashion Czar" for BAN ANTI-PERSPIRANT, 1974

JOSE 'PITOY' MORENO FOR BAN ANTIPERSPIRANTS, 1974

BAN ROLL-ON DEODORANT was a deodorant brand developed by Bristol Myers Co., that was launched with a revolutionary packaging—a rol-on dispense. Bristol-Myers had acquired the makers of Mum deodorant--Mum Manufacturing Co.—and had wanted to add an antiperspirant brand to its product line.

The result was an effective antiperspirant packaged in a dispenser modeled on the ball-point pen mechanism that was earier desined by employee Helen Leah Diserens (1919-2008). It came out under the name Mum Rolette in 1952, but problems with the applicator caused it to be removed from the market. 

After extensive product and packaging improvement, the anti-perspirant was reintroduced in the U.S. as BAN ROLL-ON in 1955, with massive advertising and marketing support for its national roll-out.

It would take almost 2 decades before BAN ROLL-ON was introduced in the Philippines, and the fashionable ads made use of the “fashion czar of Asia”—Jose “Pitoy” Moreno as an endorser, supported by the appearance of top models Ping Valencia and Eva Reyes, also Miss Republic of the Philippines-World 1972.

The connection between body odor and fashion was explained in the copy:“Perspiration marks can ruin even the most fashionable look…BAN stops perspiration effectively---no sweat to ruin your style”.

PITOY MORENO / PING VALENCIA, BAN ROLL-ON AD, 1974

The uppity-looking ads complemented the premium price of BAN, which, aside from the Roll-On, included  a Dry BAN Cream. To underscore the importance of its flagship product, the campaign ended with the tagline “BAN. America’s No. 1 Roll-On Antiperspirant”, to appeal to the target’s sense of colonial mentality.

PITOY MORENO / EVA REYES, BAN ROLL-ON AD, 1974

BAN slipped into obscurity towards the end of the 70s decade, and the BAN products available in the market today are made by Kao Brands Co. As for Pitoy Moreno, he was accorded a National Artist Award by Pres. Gloria Macapagal-Arroyo, only to be revoked by the Supreme Court in 2013 after finding that it had been given without due process as stipulated by the National Commission for Culture and the Arts.

PITOY MORENO / EVA REYES, BAN ROLL-ON AD, 1975

SOURCES: 

Ban website: https://www.bandeodorant.com/en-us/

Deodorant History and its invention: http://omenter.com/deodorant-history/#:~:text=The%20small%20company%20was%20bought,the%20name%20Ban%20Roll%2DOn.

Pitoy Moreno, Wikimedia.com, https://en.wikipedia.org/wiki/Pitoy_Moreno

309. Beauty Queens as Ad Models: PILAR DELILAH PILAPIL, Bb. Pilipinas 1967

ESKINOL AD, 1967

One of the most photographed beauties of the late 1960s was Pilar Delilah Pilapil, a homegrown mestizo beauty from Liloan, Cebu who was crowned Bb. Pilipinas of 1967. Then 17 years old, she represented the country at the 1967 Miss Universe Pageant in Miami beach, won by American Sylvia Hitchcock. 

BB. PILIPINAS AD, 1967, with PILAR

But greater things were in store for her after her reign. Producers sought her for television and the movies, and that’s how she started her long and enduring showbiz career that has spanned 4 decades, and counting. When the popular comic strip “Tisoy” of Nonoy Marcelo was turned into a TV series, Pilapil was cast as ‘Maribubut”, Tisoy’s (played by Jimmy Morato) love interest. She went on to do a musical show “This Girl..Pilar!” as well.

ESKINOL GIRL PILAR, 1967

ESKINOL PRINT AD, 1968

Her first film was no less than the FPJ-directed “El Niño”, and action  with1968 with Andy Poe as her leading man. She was linked with Dolphy after doing “Dolpe De Gulat” and “El Pinoy Matador” in the enxt 2 years. Winner of 2 Best Actress Awards (Urian and MFF) , Pilapil has an impressive body of screen work to her name, including “Kailan Ba Tama Ang Mali” (1985), “Tinik Sa Dibdib”,  “Napakasakit Kuya Eddie”, and “Bakit Ako Mahihiya” in 1997. 

MIRINDA ORANGE AD, Pilar Pilapil with Bert Leroy Jr., 1967-68

She ran unsuccessfuly for a senatorial seat in 2004 and authored her biography in 2006 in a book entitled “Woman Without A Face”. Pilapil has a daughter Pia, with Salvador Laurel.  Divorced from her Spanish husband Michel Ponti in 1987, the born-again Pilapil married Pastor Bernie Penas in 2002.  In 2011, Pilapil was  attacked by suspected carjackers and kidnappers, but survived her ordeal. 

BEAR BRAND AD, 1967-68

A staple of TV soap series, Pilar Pilapil  is currently doing “First Yaya” for GMA 7 as of February 2020. 

A PAIR OF VONNEL ADS, 1968 

The celebrated beauty graced many magazine covers as well as modeled for blue-chip brands during her celebrated years, a few of which are featured on this spread.

263. Is That Who I Think She Is? RIO LOCSIN for BOOGIE Jeans and HEAVENLY Silken Touch

RIO LOCSIN,  ACTRESS (in "Aliw-Iw"), MODEL (for Heavenly Silken Touch Ad)

One of the most scintillating star discoveries of the late 1970s was the beautiful RIO LOCSIN (b. 4 Oct. 1961) aka Ma. Theresa Rosario Garcia Nayve. Like her mother who had been a movie actress in the 1950s, Rio was destined for showbiz too.

The brown-eyed 5’3.5” Sienna College beauty, with her trademark mole on her right cheek, started as a model. One of her earliest was for an obscure brand of cosmetics, HEAVENLY Silk Touch  Cosmetics, done when she was in her teens. She was unbilled in the print ad.

 

HEAVENLY SILKEN TOUCH Cosmetics Print Ad, 1974

Eventually, the model caught the attention of Regal Films. Locsin was launched her in the big box office hit, “Disgrasyada” (1978), opposite Ronald Corveau and Rolly Quizon, directed by Elwood Perez. 

The reception to the new star was so thunderous that she was given similar sexy roles like “Menor de Edad”, “Aliw-iw” and “Love Affair” (1979). But she transcended that genre and proved that she could be sensitive actress with “Ina, Kapatid, Anak” (1979), appeared alongside icons Charito Solis and Ric Rodrigo.  She, of course, also lit the screen as Darna, a role reserved for a few, in “Bira, Darna, Bira” (1979). 

 

BOOGIE JEANS AD, 1979

Advertisers lined up to draft the new toast of Tinseltown in print ads and commercials. She appeared in a print ads for BOOGIE JEANS in 1979, made by Rugger Garments Mfg. Inc., based in Caloocan, which achieved a measure of success in the local jeans market. Rugger also manufactured Gitano jeans, which led to a trademark case against Gitano U.S. Both BOOGIE Jeans and HEAVENLY Silken Touch are no loner produced today, but the lovely RIO LOCSIN continues to be a luminous presence on both the movie and TV screens.

SOURCES:

Rio Locsin, wikipedia.com

Rio Locsin FB Fan Page

250. Where Is He Now? JAIME GARCHITORENA, Commercial Model, Singer, Actor

From the late 70s to the 80s, the physical fitness craze hit the Philippines, fanned by aerobics phenomenon, plus the renewed interest in jogging,  running and working out. Athletic shoes suddenly became status symbols—they were not just functional, but also fashionable and cool to wear. Those decades saw the unprecedented rise of scores of multinational brands in Philippine sports and department stores—Grosby, World Balance, Nike, Converse, Asics, Adidas, PUMA.

The brands Adidas and PUMA are intertwined as the latter was founded in 1948 by German Rudolf Dassler, who, with his brother, Adolf, had jointly formed the Gebrüder Dassler Schuhfabrik ( Dassler Bros Shoe Factory) in 1924. But their business relationship was contentious, so the two brothers split , leaving Adi Dassler to form Adidas while Rudy established PUMA.

It was in 1980s decade that PUMA athletic shoes were marketed and promoted in the Philippins as thousands of  fitness buffs took to the roads to run. In 1984, PUMA launched its PUMA Running Shoes, which had technologically advance features based on their barrier-breaking footwear research. The design incorporated shock-absorbing cushion on the shoe edge, and took into consideration foot and heel pressure that led to the integration of soft, micro-cellular rubber  into the forefoot wedge.

The PUMA Running Shoes print ad featured a relatively unknown mestizo model, JAIME GARCHITORENA. It was not the last piece of advertising he would do, and in 1981, he also was the signature model for ADDIn Men's running shoes, distributed by Shoe Expo. 

Jaime is the son of Sandigan presiding judge Francis Garchitorena and Vicky Garchitorena of Ayala Corp. His siblings include sisters Teray,  Isabel, and brothers Rafael and Carlos. He spent his high school years at Xavier School, his college eyears at the Ateneo.  In his teens, Jaime was more into music, singing jingle studies for composers; his excursions into commercial modeling were few and occasional.

In 1990, Jaime finally had a breakout hit as a singer when he sang the jingle for a Close-Up commercial in 1990, entitled “Just a Smile Away”, composed by APO Danny Javier, who insisted on writing a full song, and not just a 30 sec. jingle. The jingle became his signature song which appeared in his first album of the same title, produced by OctoArts International. There were two other hits from that album”  "Would It Matter" and "You Are".

With his trademark ponytail, good mestizo looks on a lean frame, Viva offered him a recording as well as a movie contract in 1992 , that saw the release of his self-titled Pilipino album.  His movie career was shortlived, however, completing 2 movies for Viva Films: Jesus dela Cruz at ang mga Batang Riles (1992) and Andres Manambit: Angkan ng Matatapang (1992 Metro Manila Film Festival Best Picture). In both movies, he was lumped with actor Joko Diaz, Keempee de Leon and Kier Legaspi.

WATCH JAIME GARCHITORENA AT RYAN MUSIKAHAN 1990

Other than occasional guestings, Jaime’s showbiz career really never took off, opting to finish school instead. His last appearance was in an obscure film called The Dominant Eye (2000), an action-drama that starred Robin da Roza.

SOURCES:

THROWBACK: Jaime Garchitorena - Just A Smile Away (Ryan Ryan Musikahan, 1990), uploaded on youtube by Sunflower Madness Channel 14 Sep. 2019, https://www.youtube.com/watch?v=h-G3_5sMv8Q

Jaime Garchitorena: https://www.imdb.com/name/nm1114025/bio