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.

525. BAYANTEL VOICE MAIL, Ladder TVC 15"s, 2002

In the early 2000s, Jimenez D’Arcy began showing the characteristic spirit of Philippine culture---“ethos” as it was called—as a point of executional distinction. BAYANTEL’s TVCs for its products were the perfect mediums to showcase “Pinoy ethos” in all forms—from the dialogue, characters, situations, and other elements of design , like sets, wardrobe,  and props. After all, BAYANTEL was talking to the whole “masa ng bayan”. 

WATCH BAYANTEL'S "Ladder" TVC 15s HERE:

So, the drama of the BAYANTEL Voice Mail TVC was set in a neighborhood hardware store—which, along with the barber shop and sari-sari store, are local color stereotypes—where busy people are never too busy for tsismis, where politics is discussed, arguments erupt—and in the case of the crowded, disorganized chaos that is the local hardware store---where accidents happen. So, if you can’t answer the phone—you can always listen to voice messages, or in this case--listen to a warning about a broken ladder.

 CREDITS:

 AGENCY: JIMENEZ D’ARCY

CREATIVE DIRECTOR: Butch Uy

COPYWRITER: George Belardo / ART DIRECTOR: Poch Guevara

PRODUCER: Paul Suarez

CLIENT: BAYANTEL

SOURCES:

4A' Philippines Memoreels youtube channel 

456. JAIME BLANCH for PHILIPPINE AIRLINES “Shining Through” Jingle, 1986

CLASSIC PAL "Shining Through" Print Ad, shot at Casa Manila, , 1986

When the new campaign of Philippine Airlines was unveiled in 1986, local and international audience were thrilled to see the “Beauty of the Philippines”—from its beautifully-photographed scenic spots to the lovely Filipinas ever that appeared in the multi-awarded commercials prepared by Avia Communications.

SHINING THROUGH, Lyrics by Debbie Coloma

But many were also smitten with the music that was used to score the commercials, particularly the jingle, written by Debbie Coloma, composed by Russell Jones and sung by Jaime Blanch. He came from a performing family; actress Marita Zobel (aka Mary Ann Respall Blanch-Roxas), is his half-sister.

LISTEN TO JAMES BLANCH SING PAL JINGLE HERE, posted by betaxfer, 2012

Jaime Blanch was then a stage actor with Repetory Philippines who did musical plays like Pirates of Penzance. This led to advertising jobs—as an actor, voice talent and producer. His fine vocals was soon heard all over the airwaves, which led to a short showbiz career.

Blanch later did Miss Saigon with Lea Salonga at CCP, Les Miserables and Pirates of Penzance. He also was seen in a supporting role in “The Dolzura Cortez Story”, the first AIDS-themed film in the country starring Vilma Santos.

JAIME BLANCH, in 2020.

Blanch moved to the U.S. in 2003 at age 38, settling in California with his mother and sister, and then to Boston. He has a daughter, Sofia, with his partner Cristina, and continues to post his music videos on his FB page, which only means that performing is indeed, in his blood.

SOURCES:

Jaime Blanch FB Page.

Whatever happened to actor Jaime Blanch? By Dennis Clemente, https://entertainment.inquirer.net/90359/whatever-happened-to-actor-jaime-blanch-hes-in-watertown-of-all-places

Youtube video: Jaime Blanche singing a commercial jingle @ Ryan-Ryan Musikahan, posted by betaxfer1, 2012, https://www.youtube.com/watch?v=Y_OvR5c5GNw

189. The Jingle That You Love to Hate (But Keep on Singing, Anyway!): SUNNY ORANGE, 1984

NEW, IMPROVED SUNNY ORANGE DRINK, 1984 print ad

SUNNY ORANGE juice drink concentrate was introduced in the early 1980s, and everything about it appeared wrong—it came in nondescript bottles that reminded one of chemical bottles in beauty salons. 

We don’t even know the manufacturer, as its early ads did not carry the maker’s name. Its paper label seemed like it was designed by an amateur artist, and the orange color of the juice drink was too bright orange-y to be real. But it was so cheap, and apparently tasted okay (“sweet na sweet”)—so for one brief shining moment in the 80s decade, SUNNY ORANGE had its time.

The product seemed to have enough resources for it to be plugged live in the shows of Master Showman German Moreno who featured unknown, but promising talents. But it was the jingle that ingrained SUNNY ORANGE into our national consciousness, inspite of and despite of its bad lyrics, bad singing, bad phrasing, and bad recording. 

The melody was so simple, even a child can pick it up and sing it in minutes. Then, there was the homespun quality to the way the jingle was sung, complete with the singer’s bad diction (she seemed to have overdubbed the harmony as well to save on cost).

LISTEN TO SUNNY ORANGE JINGLE HERE:

SUNNY ORANGE DRINK is long gone, and only the jingle’s tune remains in the memories of Filipino TV viewers who grew up in the 80s, remembered in the same breadth as “YC Bikini Brief” and “Seiko Wallet”. To rephrase a famous line:  Good melody or bad melody---it still is publicity!

SOURCE:

Sunny Orange – With Lyrics, uploaded by art carr, published Aug. 22, 2010.

https://www.youtube.com/watch?v=I5ZAvnMLJ-s

90. Where Are They Now?: Nestlé Vita Kid, JUN KING AUSTRIA

NESTLE VITA LAUNCH AD, starred Jun King Austria, who would go on to
 be a child star and a successful commercial film director.

 Sometime in 1986, TV viewers were introduced to a new product of Nestlé Philippines  that incorporated chocolate, milk, sugar and soya in one health drink—NESTLÉ VITA. Nestlé believed in the potential of soya as the answer to the search for more affordable nutrition sources for Filipino children, resulting in the production of the revolutionary powdered drink.

NESTLE VITA PRODUCT AD, 1986. Alex R. Castro Collection

While NESTLÉ VITA generated initial interest, it was the performance of the little boy in a lab coat, with moptop hair and glasses that captivated millions of TV viewers. The commercial conceived by ad agency Ace-Saatchi & Saatchi Advertising shows a boy genius type working in a lab setting, trying to mix the perfect formula for a chocolate health drink. But the multitude of ingredients needed to concoct the drink only served to faze him (“Sugar, milk, ice, hooooo hirap!").

2-PAGE LAUNCH AD, featuring Jun King Austria

Until—the boy discovers Nestlé VITA that only needed water to create the perfect chocolate health drink to his liking. He ends his “experiment” with the line—“I therefore conclude that no other chocolate drink is more complete as  NESTLÉ VITA”.

TAPE ROLLING! Nestle Vita Boy gives another good take.

The precocious little boy who charmed his way to the audience’s heart was JUN KING AUSTRIA, son of Ernesto Austria and Liwliwa Villa Agustin of Manila. Early on, he caught the eye of TV and movie casters, with his little boy “bibo” looks—that earned him tickets to casting auditions and even minor TV appearance. Jun King amazed agency people with his ability to take directions and his cheerful disposition.

ERNESTO "Jun King" AUSTRIA II. In 1982.

He started bagging commercial assignments, doing ads for Colgate, Ajax Detergent, Knorr, Sunny Dew Orange, Hybrid 5 Chicken and Kraft Eden Cheese. But it was his solo lead performance in that NESTLÉ VITA launch commercial that brought him more recognition.

THIS BOY IS A PRO! Another TVC shoot for Jun King Austria.

The ad was directed by the notable Jun Urbano (later known as the comedian “Mr. Shooli” and son of screen icon, Manuel Conde), who shot the ad for just half a day in the old Filmex studio near Broadway Centrum. Director Urbano recalls that it was one of the quickest commercial he has done—Jun King impressed the veteran director by hitting all his cues perfectly, and his segment took only an hour to complete.

Later that year, Jun King did a second NESTLÉ VITA TV ad, a promo commercial that advertised free plastic VITA shakers. Jun King was supported in this song-and-dance commercial by child actress Gladys Reyes, whom he became fast friends with.

JUN KING transitioned to mainstream TV, starring in popular telenovelas.

He would do a dozen more commercials until showbiz discovered him. That started when he got a call from a common friend of producer Mother Lily (Monteverde) and his ‘ninang’, who asked if he wanted to act on TV. Apparently, Mother Lily was looking for a child actor to portray the young Albert Martinez in a TV project.

He and his Dad (his mother was in the U.S.at that time) agreed to do an audition at Regal Films that same afternoon, and next thing they knew, Jun King was shooting the movie “Lilac”, starring Snooky Serna, Albert Martinez and Gloria Romero.

"LILAC", Jun King's first teleserye; he appeared as the young Albert Martinez.

After “Lilac”, his TV assignments just poured on. He was on “Flor de Luna”, “Tanikalang Buhangin”, and “Verdadero” , where he played the role of Moses (later, the series was repackaged as “Tungkod ni Moises”). He also became a mainstay for “Kulit Bulilit” for a year.

JUN KING AUSTRIA, early teens, and a "That's Entertainment" 90s member.

Pretty soon, German Moreno (“Kuya Germs”) came a-calling and included Jun King in his very popular “That’s Entertainment” daily afternoon show. He joined the Friday group with contemporaries Jessa Zaragosa, Fred Moore de los Santos, Bamba and Strawberry. Jun King never stopped his schooling while in showbiz from where he took a 2-year break when he reached that so-called awkward stage.

JUN KING AUSTRIA, a new career behind the camera.

Sometime in 2002 while doing a commercial for Bayantel’s “Zippedee” directed by Teddy Catuira, he was coached by assistant director Melvin Lee. Jun King expressed his interest to foray into directing, and Lee agreed to take him as his assistant for a major project—Mark Meily’s “Crying Ladies” (2003). That movie provided him the training ground that led him to embark on a lifelong career in directing.

DIREK JUN KING, in action.

Jun King today is very much in demand as assistant director for TV commercials, as well as films (100, Downtown, Sign Seeker ). He occasionally acts in films (Flotsam, 2015; Kimmy Dora, 2013; La Visa Loca, 2005).  On the side, his love for cars jumpstarted a business which he put up with friends, supplying prop cars for television commercials.

KING OF THE WORLD. The Austria Family: son Ernesto III, Jun King
and  wife Verna.

Jun King Austria is married to Verna Primicias, with whom he has a son, Ernesto III. As a kid herself, wife Verna had seen the NESTLÉ VITA commercial, and had developed a big crush for the Vita boy, whom fate decreed later to be her husband.

LIKE FATHER, LIKE SON: Then: Jun King and father, Ernesto I" Now:
Ernesto III with father Jun King,

When asked if he is still recognized for that role today, Jun King says, “Not anymore. “But when I mention my name especially to people 45 years old and older, they would light up and say—HAH?? IKAW NA YUN?

THIS BOY IS KING: Commercial Talent, Child Actor, Film and Commercial Director, Businessman

 * * * * * * 

MANY THANKS TO MR. JUN KING AUSTRIA, for the online interview.
ALL PICTURES, courtesy of Jun King Austria's Facebook Page, unless otherwise noted.

73. Brand Icon: Alaska Milk’s ALASKA BOY (MICHAEL UYTENGSU)

MICHAEL UYTENGSU, was widely believed to be the model of the "Alaska Boy" on the paper label
of the popular Alaska Milk, introduced in the early 1970s,by Holland Milk International, a company established by Michael's father, Wilfredo Uytengsu Sr.

In the early 70s, the Holland Milk Products Inc., a partnership between General Milling Corp. and the Dutch-based Holland Canned Milk International, was established by business magnate Wilfredo Uytengsu Sr. The first product the new company manufactured was a canned filled milk brand called ALASKA MILK.

ALASKA MILK came in tin cans and featured an illustrated close-up picture of a smiling, fair-haired boy in a blue turtle neck on the paper label. The face of the so-called ‘Alaska Boy” would soon become a familiar brand icon, his pleasant looks ingrained in the national consciousness,  helping transform the newbie brand into a formidable player in the Philippine milk market.

WATCH THE ALASKA MILK "CISCO OLIVER"

TVC 30s here:

The success of the brand was propelled by an aggressive advertising campaign bannered by the slogan “Wala pa ring tatalo sa ALASKA!” and an unforgettable 1974 TV commercial featuring the 1970 NBA draft Israel “Cisco” Oliver who played in the very first season of  the Philippine Basketball Association (PBA) . The 6’6” cager was challenged by a young, Alaska Milk-drinking kid, Michael Uytengsu, the son of  Wilfredo Sr., in a “One on One” basketball challenge.

SOO, SON OF OWNER, MICHAEL UYTENGSU in the "One-on-One"
Alaska TVC with Cisco Oliver. 1974.

Michael Uytengsu was also featured prominently in ALASKA MILK print ads, alongside milk cans of both filled milk and condensed milk variants.  People began noticing the striking similarities between the boy on the label and Michael, giving rise to a widely believed story that he is the same “Alaska Boy” on the product label.

ALASKA MILK PRINT AD. Woman's Home Companion. 1975.

Of course, they were two different “people”.  Alaska Milk  Corp., in its website, would clarify the story: “The Alaska boy on the label of some of the Alaska Milk products is an artist’s rendition of a fictional character with brown/ blond hair and blue eyes. This trademark device came with the purchase of the Alaska milk brand from Holland Milk Products Inc (Netherlands). All trademark owners of the Alaska brand use an Alaska boy on their label though the rendition may differ depending on the country”.

THE ALASKA MILK BOY MODEL IS ALSO THE DAISY MILK BOY.
 A tetra-packed flavored milk product produced by his father's company.

ALASKA MILK was not the only milk brand that Michael Uytengsu endorsed, he also did print ads for Daisy Milk, a read-to-drink milk brand also from Holland Milk, that came in tetra packs. Eventually, her sister Candice, became the solo model in Daisy Milk’s TV ads.

Michael briefly became the real face of another product--Alaska Quick Cooking White Oats. The product, however was short-lived.

MICHAEL UYTENGSU, today, is a U.S. resident and has a thrivinng
luxury wine business.

In the end, it was only the  “One-on-One” ALASKA MILK commercial of Michael Uytengsu that would attain national fame, now considered a classic in Philippine advertising history.

Sources:

http://www.alaskamilk.com/v2/about-alaska/faqs/

https://news.usc.edu/62091/michael-uytengsu-gift-supports-usc-marshall-students-facilities/

http://en.wikipilipinas.org/index.php/Wilfred_Steven_Uytengsu,_Sr.

youtube video: Uploaded by Josh Howard, https://www.youtube.com/watch?v=b3F-20ld720,

47. BAGUIO OIL: “Order ni Mrs." Campaign, 1962

BAGUIO OIL 'ORDER NI MRS.', with movie stars, Nestor de Villa and Rod Navarro
as talents in this 1968 ad.

The country’s most popular kitchen brands in the 60s was BAGUIO EDIBLE OIL. It was first introduced to Filipino consumers in 1932 when the Cheng Ban Yek family established the International Oil Factory (IOF). It was the first locally owned cooking oil factory in the country with a modern plant in Binondo.

AN EARLY 60s BAGUIO EDIBLE OIL, extolling
the ideal qualities of the cooking oil.

 Housewives quickly took to Baguio Oil’s superb qualities: the 100% coconut oil gave no “sebo” taste and no rancid smell. It can also be used many times—all the good “misis” did was to strain it after very use for another round of delectable cooking.

 Baguio Oil became so much in demand, that housewives asked for it by name. Hence, when it was time to launch its advertising in 1962, the brand latched on to the theme: “Order ni Mrs”—Baguio Oil. 

This 1968 print ad from the launch campaign, made use of movie talents Nestor de Villa and Rod Navarro as husbands shopping for cooking oil as ‘ordered by their Misis”.

WATCH BAGUIO OIL 'ORDER NI MRS' 1975

TVC 30s HERE:

 The campaign would be one of the most long-lasting for a kitchen brand. “Order ni Mrs” endured through the 70s, with refreshed executions done in 1972 by its ad agency, Atlas Promotions and Marketing.

IGOROT BOY TVC, the most well-known of the "Order ni Mrs." ads

 A series of TV spots were produced, “Husband” and “Igorot Boy”—with the last one becoming the most memorable what with a catchy jingle, arranged with an ethnic sound, and images of a young Igorot waiting for Baguio Oil delivery up the mountains.

 The “Order ni Mrs.” campaign arguably is one of the most successful and effective advertising campaigns for a local brand. Its tagline became so popular , it achieved a top-of-mind recall, and made Baguio Oil a household name. After more than 50 years—notwithstanding the advent of canola, soya, sunflower, corn and other new oils, Baguio Oil’s “Order ni Mrs.”, endures to this day,

Sources:
youtube video : ADman1909

40. Commercial Discovery of 1987-88: ALICE DIXSON, Palmolive's "I Can Feel It" Girl

Creative Guild of the Philippines' Top Talent Discovery for 1987 was the refreshingly beautiful Filipina-mestiza, ALICE DIXSON, whose appearance in a Palmolive Commercial created a sensation with its signature "shoulder shrug" choreography.

Watch the 1987 Palmolive commercial here.

Born as Jessie Alice Celones Dixson on 28 July 1969 to an American father and a Filipina, Alice barged into showbiz via the beauty contest route. She first joined the quest for Reyna ng Santacruzan on "Eat Bulaga" which she won. At age 18, Dixson joined the more prestigious Bb. Pilipinas and was chosen as Bb.Pilipinas-International 1986. She went to Nagasaki, Japan to compete in the Miss International Beauty Pageant where she placed among the 15 semifinalists.

Watch her at Miss International 1986  here:

Commercial casters began calling immediately, and she was chosen along with 4 other girls for an undisclosed shampoo project, which was revealed only after they were approved. The product was Palmolive Shampoo.  Dixson was supposed to share equal billing with the other girls, but she registered so well that she was featured in the product demo--and ended the commercial with the memorable "shoulder rotation shrug" as she exuberantly sang "I can feel it!"

Dixson suddenly became a  household name in 1987 through that highly popular Palmolive TV ad, jumpstarting her showbiz career. She was cast in a TV sitcom, Okay Ka, Fairy Ko as the fairy princess, Faye, who fell for a mortal. It was just a matter of time that she transitioned to movies, even earning plaudits for  Hanggang Saan, Hanggang Kailan (1993), Sa Isang Sulok Ng Pangarap, Pangako Ng Kahapon (1994), Sana Dalawa Ang Puso Ko (1995) and Sambahin Ang Ngalan Mo (1998).

Watch Dixson recall her Palmolive commercial here

Dixson left a flourishing career to move to Canada in 1999 where she wed IT specialist Ronnie Miranda, a marriage that would last 3 years. She made a successful comeback in 2011, starring in Babaing Hampaslupa and Ang Panday II.

She co-starred with Christopher de Leon and Richard Gomez in the smash hit telenovela, Ang Iibigin Ay Ikaw (2002 to 2005). In December 2013, she pose for FHM Philippines, making her the oldest woman to cover on that men's magazine, at age 44. As of 2015, she can be seen on TV as Mia Corcuera in the local adaptation of "Marimar."

Dixson's Palmolive TV ad has since become a classic, and, in 2002, the TVC was included as one of the 25 Pilak Awardees, representing the best Philippine ad of the last 50 years--"patalastas na walang kupas".

30. Where Are They Now?: KIKO, SHAIRA, JAMES, The Promil Kids of 1995

JAMES FLORES, KIKO GALURA AND SHAINA LUNA, 

the gifted prodigies featured in the 1995 Promil TVC that engaged millions of 

viewers with their  precociousness and knowledge beyond their years:
PIX: Philippine Daily Inquirer Lifestyle

In the 1995, one of the leading pre-school milk formulas of Wyeth Philippines—PROMIL—was launched using gifted children to illustrate the supportive benefits of a nutritious milk. Three child prodigies were chosen to appear in the commercial:  Kiko Galura, James Flores and Shaira Luna.

WATCH THE 1995 PROMIL 'TRIO' TVC

No more than 8 years old when the commercials were produced, the three kids each had a vignette that showed them at their exceptional best: Kiko reciting a poem in profound Filipino, James discussing the movements of the planets in the solar system, and little Shaira explaining aspects of the human anatomy.

Two decades after the memorable “Trio” commercial was launched and sold millions of Promil cans. Kiko, Shaira and James recently surfaced for a special Promil reunion that gave us great follow-up stories of their lives as adults. The Promil Kids continue to live up to their names as exceptionally gifted individuals who have found varying success in their chosen careers.

 

FRANCISCO "KIKO" GALURA, the poet in the Promil commercial, is
now a publisher of books and literary works, after a stint with an ad agency.
PIX: Philippine Daily Inquirer, Lifestyle

Kiko Galura remained true to his portrayal of a literary savant by finishing his communication course and becoming an advertising creative. Later, he joined the publishing industry and is now an accomplished publisher of poetry books, stories, essays and other literary works.

 

JAMES FLORES, the astronomy expert in the Promil commercial is working
hisway to earning a master in clinical psychology degree. He moonlights as a
music teacher and espouses and advocacy for gifted children like himself.
PIX:Philippine daily Inquirer, Lifestyle

James Flores, now 26, earned a Psychology degree and is now pursuing his master in clinical psychology, which he hopes to put in good use to help gifted children hone their talents and skills. On the side, he also teaches music.

 

SHAIRA LUNA, who discoursed on the human anatomy in the Promil ad is
 now a sought-after fashion photographer for  various lifestyle publications.
PIX: Philippine daily Inquirer, Lifestyle

Shaira Luna, now 28, parlayed his photography hobby into a successful career in fashion photography, a field where she is much sought after. Her stylish photographs have graced the glossy pages of premiere lifestyle magazines of the country.

 

KIKO, SHAIRA and JAMES, the Promil Kids, reunited.

The trio formerly known as Promil Kids whose achievements were celebrated in that commercial of twenty years ago,  have certainly lived up to expectations, “inspiring a new generation of giftedness”.  

 CREDITS & PICTURE SOURCES:

Gifted Children of the 90s: Where Are They Now? 

http://lifestyle.inquirer.net/182767/gifted-children-of-the-90s-where-are-they-now (accessed 22 November 2015)

Gifted Kids from Popular TV Ad in the '90s: Kiko, James and Shaira, http://www.wheninmanila.com/gifted-kids-from-popular-tv-ad-in-the-90s-kiko-james-and-shaira-where-are-they-now/

Nurturing Giftedness for a New Generation, 

http://www.trend-hotspot.com/food/nurturing-giftedness-for-a-new-generation/

Nowell Trinidad, https://www.youtube.com/watch?v=LF6QjNV54_A

19. Relax Lang, Basta MARVEL!

Marvel is a detergent powder brand developed by Philippine Detergent Products, introduced sometime in 1967. Its claim to fame is that Marvel “cleans like magic”, allowing the housewife more time to relax.

 

MARVEL ‘RELAX LANG’. Nida Blanca and Elizabeth Ramsey
in a crowd pleaser spoofing Marvel’s introductory campaign theme.

The introductory campaign was created around the slogan “Relax Lang, Basta Marvel”, in a TVC starring the late comedienne Elizabeth Ramsey and Nida  Blanca.

From “Relax Lang” to “Ay, Mali!” –Marvel advertising keeps adding colorful phrases to the language of the man on the street. The “Ay, Mali” slogan has been directly responsible for the birth of a new television sitcom.

 

1972 MARVEL AD.

Another catchy, jingle-based TV was launched in the early 70s with “Basta Marvel, damit ay Marvelin!”, starring Moody Diaz, who portrayed Aling Otik in the popular sitcom, Tisoy.

CREDITS:

AGENCY: Atlas Marketing Promotions & Marketing Corp.

ADVERTISER: Philippine Detergent Products