479. So Much A Part of You: CONTINENTAL AIR MICRONESIA, 1984

FEEL IT! CONTINENTAL AIR MICRONESIA Destination Ad, mid-1980s

CONTINENTAL AIR MICRONESIA surprised the Philippine airline industry in the early 1980s when it operated flights to Manila, thus opening travel routes to exotic Pacific island destinations such as Guam, Yap, Palau, Saipan, and other Marianas islands.

The Guamanian company, started as Continental Micronesia Inc. in 1968,  a subsidiary of Continental Airlines.  It operated flights to Honolulu, Hawaii, the West Coast,  as well as to Asia, Micronesia and Australia from its hub at Antonio B. Won Pat International Airport on Guam. In the early 1980s, the airline started service from Guam to Japan, and the airline was renamed CONTINENTAL AIR MICRONESIA.

FEEL IT. Continental Air Micronesia B&W Print Ad, 1984

Shortly after, it included Manila as part of its Asian service, and the airline was heavily promoted on media, with full-blast tri-media campaigns beginning in 1983, using its existing theme, “So Much A Part of You”. The airline company appointed Olbes, Ogilvy and Mather as the local agency to handle its advertising and promotions.

 LISTEN TO THE ORIGINAL JINGLE USED IN THE AIR MICRONESIA PH LAUNCH:

The first thing the OO&M did was to adapt the original jingle and had it arranged to a livelier beat that Filipinos prefer. The result was a catchy, refreshing jingle that became one of the most remembered commercial songs during its run. Destination and corporate print ads were launched, airbrushed artworks that featured prominently the wide-bodied DC-10  planes and the company logo. In such a short time, CONTINENTAL AIR MICRONESIA, despite its long brand name, became a byword in the airline industry—people were singing the jingle while suddenly, Filipino travelers began discovering the Micronesian island experience.

But political changes and increased fuel prices were causing problems to the airline industry. While People Power was happening in the Philippines, the Trust Territory of the Pacific Islands—which has Saipan as its capital—was broken up. As a result, fewer people needed to travel to Saipan, where the airline was  headquartered, leading to significant decrease in travel.

HONOLULU-WEST COAST AD, 1984

On 12 June 2008, CONTINENTAL AIR MICRONESIA  announced cuts of services, routes and destinations due to high fuel prices.  Terminated was  the Saipan-Manila flights on July 15 which is the last remaining flight for Saipan, the airline's original hub for 40 years. A more plausible reason for the cancellation of the Saipan-Manila route was the fact that NCLEX tests were now available in Manila, so Filipino nurses no longer had to travel to Saipan to take the exams. The OFW of the Philippines had been a major market of the airline, as their flights also served medical referrals from the Northern Mariana Islands to Manila, and non-USA visa alien contract workers who were unable to transit to their final destinations via Guam.

Finally, the airline ceased its operations on 22 December 2010. In 2017, Continental Micronesia was officially folded into United Airlines, under the United Airlines Holdings Co.

 CREDITS:

ADVERTISER: Continental Air Micronesia

AD AGENCY: Olbes, Ogilvy and Mather (OO&M)

CREATIVE DIRECTOR/COPYWRITER: Rene Olbes

ART DIRECTORS: Rene Olbes/ Ariel Dalisay

PRINT PRODUCER: Tony Zamora

 SOURCES:

Continental Micronesia Tribute on youtube: https://www.youtube.com/watch?v=PlnSlDlAJ5c

Uploaded by Thomas Delgado

 Continental Micronesia, Wikimedia, https://en.wikipedia.org/wiki/Continental_Micronesia

 De la Torre, Visitacion. Advertising in the Philippines, Tower Book House, Manila, 1989.

465. LEA SALONGA, for AVON "Let's Talk" TVC 30s, 2000

FROM MISS SAIGON TO MISS AVON, Lea Salonga, ca.1999-2000

By the new millennium, LEA SALONGA was already an established star of the musical theater stage, having conquered Broadway when Cameron MacKintosh’s  Miss Saigon opened in 1991, after her West End stint. She again played the role of Kim in the U.S., winning the Drama Desk, Outer Critics Circle, and Theatre World awards—and the most coveted of them all, a Tony Award, the first actress of Asian descent to be so honored.

Salonga would return to Broadway again sometime in 2000, to rehearse with the cast, for the closing of the Miss Saigon production in 2001. While there, she was contacted by AVON, the direct-selling American-British multinational cosmetics, skin care, perfume and personal care company. 

WATCH LEA SALONGA'S AVON AD HERE:

Credit:  Rafi Sison, "Lea Salonga-Avon Commercial) posted 2018"

AVON was in the midst of pitching the promotion of its cosmetic products. In the end, the company decided to produce in-house their  first-ever global advertising campaign, under the banner “Let’s Talk”. The ads focused on AVON’s relationship with women and its latest beauty innovations.

 LEA SALONGA was one of the celebrities handpicked by AVON to talk to women everywhere in ways they understand. A simple format was used to accommodate the busy schedule of the Broadway sensation.  A representative from Jimenez DMB&B, the Makati-based agency that was handling the AVON business in the Philippines, flew over to New York, during the quick shoot, using an all-American production crew.

AVON PHOTOBOARD, "LET'S TALK" TVC 30s

The campaign was rolled out internationally in 2000, at a cost approximately $90 million in 2000, 50% more than the over 1999 budget allocation. Salonga’s slick, fashion-forward AVON Commercial was aired in the Philippines for a brief period, another addition to her portfolio of major advertising accomplishments that was driven by her  historic international success on the world stage, which remains unequalled to this day.

SOURCES:

Lea Salonga-Avon Commercial, uploaded by Raffy Sison, 2018.https://www.youtube.com/watch?v=x_GO0GDBpA0

1999 Avon Annual Report, https://www.annualreports.com/HostedData/AnnualReportArchive/a/NYSE_AVP_1999.pdf

426. SPRITE: "“Reaching For More”, Local Adaptation of a U.S. Campaign, 1980

SPRITE " Reaching for More" TVC 30: When Global goes Local, 1980

The late 1970s were a time of growth and robust business for Coke, and in 1979, a refreshing lemon-lime flavored soft drink with a crisp, clean taste was pipelined in the market, to compete against the established 7-Up brand that had been in the Philippines since the 1930s. The new soda in a green bottle was called SPRITE, which was concocted in 1961, and introduced 2 years later to the world by Coca-Cola.

 As was the case with multinational brands, McCann-Erickson Phils. was mandated to use the creative elements of SPRITE’s “Reach for More, Reach for Sprite” campaign, and the result is a localized version that made use of the same jingle, same sports vignette-type of execution, and same campaign theme. 

 THE ORIGINAL U. S. SPRITE VERSION, 1980

The most obvious differences were the choice of sports; U.S. version had Long Jump, Volleyball, Jumping Rope, and Karate, while the Philippines featured its popular sports disciplines like Swimming, Cycling, Billiards, plus the field event, Shot Put. There  were subtle differences, a change of line or words in the lyrics here and there, and the singers, too (Note the word "reachin'" in the end-frame slogan of the Philippine ad vs. "reaching" in the U.S. ad) The Philippine version was sung by popular singer, Becca Godinez (of "Shining" and Morris Albert fame).

     WATCH THE PHILIPPINE VERSION OF SPRITE

"Reaching For More" TVC, 1980 (Source: VOT III) uploaded by Dateline Anime

The SPRITE TV ad aired in the Philippines, pretty much adhered to the U.S. developed global commercial, and the formulaic campaign apparently worked as SPRITE became a major payer in the market. In the future, SPRITE commercials became more original and Filipinized, even with mandatories from the worldwide office--the “Magpakatotoo ka” series, under the “Obey Your Thirst” campaign.

SOURCES:

Sprite TV Commercial (PH) 1980, uploaded by VOT III via Dateline Anime, https://www.youtube.com/watch?v=9S1eUC1qquY

Sprite TV Commercial (US) 1980, uploaded by deftmahatma, 2010, https://www.youtube.com/watch?v=Kn5AIJVv6Ow

316. She Likes To Teach the World to Sing: SUPERSTAR NORA AUNOR FOR COKE, 1972

One of Coca-Cola’s most globally successful and popular advertising campaign was launched in 1971, conceived by McCann-Erickson executive Bill Backer. While in an airport in Ireland waiting for his next flight, he saw people in a huddle, chatting and laughing while having their Cokes. Inspired by the sight, he wrote “I’d like to buy the world a Coke..” on a table napkin. He discussed the lyrics with songwriter Roger Cook and Roger Greenaway, who set the words to a tune that they had used before for a song “True Love and Apple Pie” and ha the folk group the New Seekers record it as a Coke radio jingle.

THE NEW SEEKERS' VERSION "I'd Like to Teach The World to Sing"

THE HILLSIDE SINGERS COKE VERSION:

The jingle became a monster hit for the New Seekers (it reached the Billboard Top 15) that a TV commercial was produced entitled “Hilltop” . The band couldn’t make it to the shoot so a new group, The Hillside Singers,  were tapped to sing the Coke version of the song. 

WATCH "I'D LIKE TO BUY THE WORLD A COKE" TV HERE:

The commercial featured a group of  young people from all walks of life, coming together on a hilltop, while holding their Coke and singing to this new version  of  “‘I’d Like To Teach the World to Sing  (In Perfect Harmony). The Hillside Singers earned a Gold Record award from the Recording Industry Association of America. In addition to creating chart-busting records, the Coca Cola campaign went down in history as one of the greatest marketing campaigns of all time.

 NORA AUNOR VERSION "I'd Like To Teach the World To Sing"

The ‘Hilltop’ campaign was aired in the Philippines, but a local adaptation of the campaign was done by McCann Erickson in 1972 featuring superstar Nora Aunor no less--then at the pinnacle of her career. 

She did a full-tri media campaign, supported by sales promotions (Coke gave away autographed pictures of Guy and her Coke), and music marketing on radio via a full song recording of the hit jingle “I’d Like to Teach the World to Sing”, that was included in one of her long-playing albums under Alpha Records. 

Of course, three years later, she was singing a different tune. Coke was no longer it for Guy—she was having her Pepsi Day!

 

SOURCES:

https://www.wideopencountry.com/, 'I'd Like to Teach the World to Sing': The Story Behind the Classic Coca-Cola Jingle,

Youtube: “ The New Seekers - I'd Like To Teach The World To Sing 1972 with Lyrics”, https://www.youtube.com/watch?v=ZWKznrEjJK4, uploaded by islander8

Youtube: Hilltop Remastered, https://www.youtube.com/watch?v=C2406n8_rUw, uploaded by the Coca Cola Company, 4 April 2016. 

Youtube: “I'd Like to Teach the World to Sing (1972) by Nora Aunor (HD)” https://www.youtube.com/watch?v=1VJ3hz-nXCQ, uploaded by Edgar Ebro Videokeking2018 on 5 June 2019.

Hillside Singers: https://www.youtube.com/watch?v=ASe7ioPis6I, Uploaded by Lorri Hafer, 7 Aug. 2015

The Hillside Singers, https://en.wikipedia.org/wiki/The_Hillside_Singers

293. PEPSI-COLA’s “Have A PEPSI DAY” Campaign, 1977-79

PEPSI-COLA's’ answer to the huge global success of its rival’s “COKE Adds Life!” campaign was the “Taste the PEPSI Way---and HAVE A PEPSI DAY” thematic campaign. 

 It harkens back to the PEPSI GENERATION that was conceived by advertising man and marketer Allan Pottasch (b.1927-d. 2007) who was first to observe the  youthful, carefree and optimistic culture emerging from the post-World War II baby boom. He thus coined a term to describe these up-and-coming power consumers: the PEPSI GENERATION, with a campaign launched in 1963

Over the next decades, advertising was focused on this Pepsi generation—and HAVE A PEPSI DAY was a continuing effort to engage these baby boomers to include Pepsi in their life. Launched in the U.S. in 1976, the campaign was rolled out in the Philippines the next year, using the internationally-famous jingle, but using local talents and situations.

 Launched in the U.S. in 1976, the campaign was rolled out in the Philippines the next year, using the internationally-famous jingle, but using local talents and situations.

LISTEN TO THE "HAVE A PEPSI DAY" JINGLE HERE:

The challenge for Ace-Compton Advertising Inc., the Makati ad agency tasked with localizing the campaign. The choice of “daily events” thus became critical—it should be within the realm of a Filipino’s social experience,  that can be heighten by the presence of PEPSI—leading to a “brand new moment” that will leave you “alive and feeling free”. 

 Hence, such situations as a tennis match, a trip to the zoo, a kalesa ride—becomes a celebration with PEPSI.

The campaign also had Celebrity versions, featuring top celebrities of the day  like superstar Nora Aunor, and her love team partner Tirso Cruz III. The Aunor TVC commercial had her defining her own PEPSI DAY---a free day without a film shooting, just bumming around, a day all to herself, with just  a bottle of PEPSI for a refreshing change.

HAVE A PEPSI DAY was a popular campaign, but “Coke Adds Life” was hard to beat. The jingle was more catchy, and the commercials featured the younger teen set that were cuter, funnier, more spontaneous in their ways. In the MTV years, Coke commercials were hipper, and more “with the times”.  It didn’t help that in 1977, the PEPSI COLA account was moved from Ace-Compton to J. Walter Thompson, major news that reverberated throughout the whole Philippine ad industry.  Coke regained its dominance, and the PEPSI DAYS were no more.

79. It's The Real Thing: NORA AUNOR Had a Pepsi Day!

In 1971, Nora Aunor’s star was on the rise.  The former Tawag ng Tanghalan champion turned teen actress, then just 18, was the toast of Philippine showbiz, with blockbuster movies and sold-soul records to her name.  Small and dark, she defied conventions to become a sort of a Philippine Cinderella, thus she drew widespread,  adoration and support  from her hordes of fans, mostly coming from the so-called “bakya” crowd.

Coca Cola was the first high-profile company that recognized her pulling power, so Coke offered her a lucrative endorsement contract, which allowed her to appear in the local adaptation of their global campaign with the slogan—“It’s The Real Thing”, first conceived in 1968.

Aunor did a TV commercial, and got a chance to sing the popular commercial jingle, too. She did full color magazine print ad spreads and her image appeared on merchandising materials. Fan photos of her—showing Aunor holding a bottle of Coke—were given out as sales promotion premiums.

Four years after her Coke endorsement, the soft drink rival, Pepsi Cola, did the unthinkable---the company enlisted her to promote Pepsi, the country’s then-best selling cola---in their “Have A Pepsi Day” campaign.

Aunor’s Coke appearance in the massive campaign was still fresh in the recent  memories of consumers. Aunor’s “turncoat-ism” was the talk of the industry, as such a move often undermined the credibility of the endorser. Her TV starts with Aunor defining what her Pepsi Day is—no film shootings, no recordings,  with lots of personal time, with bottles of Pepsi to refresh her.

To complete the casting coup, Aunor’s love team partner—Tirso Cruz III—was also signed up by Pepsi and did his own Pepsi Day ad. Of course, the Guy and Pip tandem had their own love team version too!

Today, of course, companies have less qualms about using the same talent or celebrity that once endorsed a product directly competitive to theirs. Sharon Cuneta has appeared in both McDonald’s and Jollibee ads. Carmina Villaroel  was in Nido and Lactum Milk commercials. And Maricel Soriano was a Modess endorser, then switched to Whisper pads. The shift in loyalty could be explained that since the endorser is now older, then he/she is also presumed to have grown much wiser, leading to smarter product decisions.  And advertisers leave it to the more educated today’s  consumer to discern that. 

69. LILET, IN COKE’S “TOMORROW’S PEOPLE” TVC (1987)

LILET, AND HER MESSAGE OF HOPE FROM COCA COLA. Print ad. 1987

In 1986, Coca-Cola launched a new international advertising campaign—“Tomorrow’s People”, which put the spotlight on young people as the “hope of the world”. Several countries were picked to have their own local version—like Peru, Colombia, Brazil, China, Korea, Japanese, Germany, Argentina, Portugal--and of course, the Philippines. When Coca-Cola embarked on a worldwide search for the lead singer of each country, Lilet’s voice tape was recommended for approval by the local Coke agency, McCann-Erickson Philippines.

LILET'S COKE TVC, English version, 1987

The rising teen star, a mainstay of the popular TV variety show, “That’s Entertainment”, was chosen to go to Liverpool, England to shoot the Philippine version of the popular Coke commercial. “Tomorrow’s People”, was shot in Liverpool over a period of 3 days.

Each country talent—in this case, Lilet-- started off the commercial, by singing the first few lines of the ‘anthem’—“I am the future of the world, I am the hope of my nation, I am tomorrow’s people, I am the new inspiration..”. Lilet was then joined by about a thousand young kids who were paid 96 pounds and given all the Coke they could drink.

LILET'S COKE TVC, Pilipino version

When the local version was aired in 1987, Lilet’s popularity soared. McCann-Erickson had to hurriedly shoot a second all-Filipino version of “Tomorrow’s People”, with the jingle translated in Pilipino. Hundreds of Filipino kids were assembled in an outdoor location to join Lilet, replicating the original English version.

 The idea of an international shooting for a local version of a campaign was something new and unexpected then. It used to be that the local agency just shot its own version, following the global ad, frame by frame. So Lilet’s commercial was met with much excitement and national pride.

TOMORROW HAS COME FOR LILET. Then, and Now.

Of course, rival Pepsi Cola followed suit with its “The Choice of the New Generation Campaign”, that followed the same formula, but this one, even better. In Pepsi’s case, an international star was assigned to perform with a local artist. For the Philippine version, rocker Gino Padilla was handpicked to sing with the legendary Tina Turner. But nobody can deny that Coca Cola’s “Tomorrow’s People” had more heart, with a sincere message delivered simply and memorably by the voices of the world’s youth, led by a Filipina teen, Lilet.

 Sources: 
youtube:
Coke Classic Filipino Ad, uploaded by ADman1909
Lilet and That Coke Advertisement, uploaded by Oliver Damian 

http://www.geocities.ws/muse_of_opm/Marielle_bluemuse.html

 Photos: https://commons.wikimedia.org/w/index.php?curid=44530129