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

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

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

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

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

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

396. America’s Foremost Name in Authentic Footwear: GENUINE CONVERSE CHUCK TAYLOR ALL-STAR, 1967 Ads

CONVERSE CHUCK TAYLOR ALL-STAR 1967

One of the most popular brands of athletic shoes from the 1960s, the Genuine  CONVERSE CHUCK TAYLOR ALL-STAR took Philippines ports by storm, as it carried the heritage as “America’s Foremost Name in Authentic Footwear”. Charles Hollis Taylor (b. 24 Jun 1901/ d. 23 June1969) was an American basketball player and basketball shoe salesman/product marketer who is best known for his association with the Chuck Taylor All-Stars, which he helped to improve and promote.

The design of the iconic Chuck Taylor All Star has remained largely unchanged since its introduction in the early 1920s. Styled for champions, CONVERSE rubber shoes are lightweight for great speed and comfort. 

They are understitched with web tape backstay for extra support. “Peg-top” upper gives support without binding the ankles. 

The shoes are equipped with protective toe guard, permanent set eyelets, and non-marking positive traction outsole.

 The first U.S. Olympic basketball team wore Chucks in 1936. At the height of their popularity,  CONVERSE CHUCK TAYOR ALL-STAR were endorsed by more coaches and worn by more players than any other athletic shoes. 

BRILLIANT MATCH, Converse Chuck Taylor All Star, 1967

As for Chuck Taylor, he was inducted into the Sporting Goods Hall of Fame in 1958, and after his death, was inducted into the Naismith Memorial Basketball Hall of Fame.

 SOURCES:

Wikipedia.com, Chuck Taylor: https://en.wikipedia.org/wiki/Chuck_Taylor_(salesman)

History of Converse Chuck Taylor All-Stars:  https://www.opumo.com/magazine/history-of-converse-chuck-taylor-allp-star/

Chuck Taylor: You May Know His Shoes, But Do You Know His Story? by Chris Flook, Mar. 10, 2021

https://www.visitindiana.com/blog/post/chuck-taylor/

 

341. Brand Stories: ELPO RUBBER SHOES of El Porvenir Rubber Products Inc., 1933

EL PORVENIR RUBBER PRODUCTS, INC. 1933

The story of El Porvenir Rubber Products Inc., more popularly known as ELPO (diminutive of El Porvenir St., “the future”, in Spanish, and the company address)  is the story of Don Tomas Geronimo, father of the rubber shoe manufacturing industry n the Philippines, who established the industrial enterprise in 1933.

ELPO FOOTWEAR CHRISTMAS AD, 1933

Don Tomas engaged in the importation and exportation of flour and sugar in the 1920s, and from this humble beginnings in Herran, he grew the business by leaps and bounds,

Upon his death in 1940, his son Carlos took over, until the company suffered great financial losses when the war came and destroyed the factory and machines.

ELPO AD, 1956

In 1946, Carlos Geronimo rebuilt the business, producing 2,000 pairs of rubber shoes a day. By the start of the 1960s, ELPO shoes were being produced at the rate of 4,000 pairs daily.  When it opened its 13,000 sq.m. Caloocan compound, Elpo was regarded as the biggest and most modern rubber shoe factory in the Philippines with over 500 employees.  Its company compound stood on a 14,000 sq. m. lot in Grace Park.

ELPO AD, 1956

ELPO Shoes became very popular nationwide by the 50s and all through the 60s. The company was awarded the “Rubber Show Manufacturer of the Year 1950”.

 SOURCES:

Article previously appeared in short form in FilipiKnow and spot.ph (used with permission)

“Porvenir Rubber Products, Inc.”1961 Philippine Business Progress Report, p. 66

319. World Boxing Champion, GABRIEL ‘FLASH’ ELORDE for KLIM POWDERED MILK, 1960

ELORDE FAMILY FOR KLIM POWDERED MILK, 1960

KLIM was one of the early American milk brands that found its way to the Philippines, through importer Getz Bros. in the early 1930s. the brand is “MILK” spelled backwards, first createad in 1920 by Merrell-Soule Company of Syracuse, New York. It was developed as a dehydrated whole-milk powder for use in the tropics, where ordinary milk tended to spoil quickly, so it was perfect for the Philippines. In fact, during World War II, it was included as part of the military jungle rations of the U.S. Army and was used by the Red Cross to feed prisoners of war

KLIM was advertised as early as 1935 in the Philippines, and was actively promoted through the decades, especially through its peak years in the 60s. 

In 1960, the Borden company sought the services of rising professional boxer,  GABRIEL “Flash” ELORDE (b. 25 Mar. 1935/ d. 2 Jan. 1985), who made his professional debut at the age of 16  in 1951, against Kid Gonzaga. He was the most well-known boxer in the country by that time, and lost only twice in his first 14 fights. But he gained international prominence when he became the  Junior Lightweight Champion of the World against Harold Gomes.

 Elorde and his family, which included wife Laura, two boys and daughter, appeared in the 2-color print ad for KLIM—The Complete Milk--where he claims that “My family keep in shape with KLIM”. “That’s why, I think every family should drink this milk”, he suggests, “my family always drinks KLIM at mealtimes”.

 By the end of his long and illustrious boxing career in 1971, Elorde had a achieved a record that is hard to beat: The first Filipino boxer to hold the WBA and WBC World Title belts, the first to become a World Super Featherweight/Junior Lightweight Champion, and the first to hold longest the Junior lightweight division title--7 years 3 months. Elorde retired with a record of 88 wins (33 KOs), 27 losses and 2 draws.

 

Even in retirement, Elorde was a visible presence on Philippine media, due t his association with San Miguel Beer. He was tapped to appear in a 1984 commercial for the world-famous beer along with Bert Marcelo and Rico J. Puno, entitled “Pulutan”, where he delivered the punchline “isang platitong mani”. The commercial was voted the year’s best TV ad for 1984.

Considered as the greatest super featherweight champion of all time in WBC history, he was inducted into the World Boxing Hall of Fame in 1988 and the International Boxing Hall of Fame in 1993. Elorde also made itof the 80 Best Fighters of the Last 80 Years by Ring Magazine, the world’s leading publication on the sports of boxing. Two of his grandsons, Juan Miguel and Juan Martin Elorde, have followed in his footsteps as boxers.

SOURCES:

KLIM: https://en.wikipedia.org/wiki/Klim_(powdered_milk)

Gabriel Elorde: https://en.wikipedia.org/wiki/Gabriel_Elorde

Elorde Photo: ebay.com

BoxRec/Boxing's Official Record Keeper: Flash Elorde boxing records: https://boxrec.com/en/proboxer/12678

290. Is That Who I Think He Is? YVES DIGNADICE for OMEGA PAIN KILLER

"Mr. Adonis of PBA", YVES DIGNADICE for Omega Pain Killer, 1989

One of the leading  manufacturers and distributors of various pharmaceutical and consumer products in the country today is the Cebu-based International Pharmaceuticals, Inc. It was founded by the Wong brothers in 1959:  George, Sixto, Sergio, David Sr., and Pio Sr., with the launch of a product that would become a byword in body aches and pain relief: OMEGA EFFICASCENT OIL.

Aggressive salesmanship and effective door-to-door marketing were key factors that drove OMEGA EFFICASCENT OIL, and by the  mid 1960s, it revitalized its market standing with advertising, using strip ads in local magazines. In 1968, the greaseless version was introduced, which solidified the brand’s national popularity that went on through the 80s.

 Body aches and pains like sprain, lumbago,  cramps, muscle spasms, often happen after strenuous work or sports—and basketball was the perfect contact sport where these are manifested. Besides, basketball-crazy Philippines never ran out of court heroes who can endorse the brand. In 1989, a new campaign was launched by OMEGA EFFICASCENT OIL, using a popular cager at the peak of his career—YVES DIGNADICE, who, with his prowess in the court and his dashing good looks, gained considerable female fandom earning the monicker “Mr. Adonis of PBA”.

 Iloilo-born Yves Arones Dignadice (b. 18 Dec. 1964) was spotted playing in the Palarong Pambansa as a member of the Western Visayan basketball contingent. This led to his being recruited for La Salle where made a good showing at the first ever PABL tournament.  In 1984, he made the national team to the Asian Youth tournament in Seoul, Korea, where the country placed third.

 Dignadice’s  professional  career history included stints with l 1984-1985    Northern Consolidated Cement (1984-85), San Miguel Beermen (1986-1998), and barangay Ginebra San Miguel (2000). He was such an excellent defense player that he earned three All-Star invites and paved the way to his inclusion to the first ever national basketball team composed of PBA players in 1990 that won Silver in the Asian Games.

 It was the mid 1980s that were truly  his prime years—he became several times a member of the national team that played and won in the 1984 SEA Games, 1985 FIBA Asia Championship (Gold) , 1985 FIB World Championshipa and 1985 Jones Cup (Gold).

 As an established basketball star, Dignadice  became an endorser of OMEGA EFFICASCENT OIL in 1989. By then, popular basketball personalities--like Jaworski, Lastimosa, Codinera, and Patrimonio--were doing commercials for their pulling power, and Dignadice found himself doing one too for OMEGA. People still remember his after-game massage scene where he is shown shirtless--  a sure money shot for the country’s bestselling liniment.

 After his retirement, Dignadice migrated to the US with wife Jennifer, a nurse, along with daughters Adrianne, 12, and Sophia, herself, a skilled basketball player. Eldest son Bryce, 24, stays in Manila. He still plays basketball—in PBA reunion games, Fil-Am leagues, while coaching  top girls basketball teams. His Adonis days may be over, but his basketball skills continue to pay off—handsomely.

Where is He Now? UPDATE ON YVES DIGNADICE

Source: PH Sports Bureau

After his retirement, Dignadice migrated to the US with wife Jennifer, a nurse, along with daughters Adrianne, 12, and Sophia, herself, a skilled basketball player. Eldest son Bryce, 24, stays in Manila. He still plays basketball—in PBA reunion games, Fil-Am leagues, while coaching  top girls basketball teams. His Adonis days may be over, but his basketball skills continue to pay off—handsomely.

 SOURCES:

Ph Sports Bureau, YVES DIGNADICE STORY | Ang PBA Player Na NAMAMARIL Sa Court,  https://www.youtube.com/watch?v=DC4Xt3c2OS0, uploaded 15 April 2020. Accessed 4 Oct. 2020

Wikipedia: Yves Dignadice

International Pharmaceuticals Inc. website: https://ipi.ph/

256. MILO’s TRIBUTE TO SUPER ATHLETES, 1980

1980 was an Olympic year and to tide on the sporting craze, MILO—theOlympic Energy Drink-- launched its Free SUPER ATHLETES Promo. These were giveaway standing plastic athele figures given away with every tin of MILO.

There were 8 athletes to choose from—Gymnast, Shotputter, Football Player, Diver, Torch Bearer, Runner, Javelin Thrower and Weightlifter. They were available in Red, Blue, Green and Yellow Colors.

 

Photo used  with permission. Nicky Hernandez Collection

The SUPER ATHLETES can be collected for playing the MILO Super Sports Game. The gameboards could be clipped from selected magazines and newspapers.

However, there was a major boycott of the Moscow Games in 1980, as a potest for the Soviet invasion of Afghanstan. This resulted in the non-participation of major countries including U.S.A. and other western nations, and the organization of the alternative Goodwill Games. Similarly, in the next 1984 Olympics, the games were boycotted by Russia and the eastern bloc countries.

It is good to know that the 30^th Southeast Asian Games in the Philippines, which is wrapping up this week,  continues to uphold the spirit of sportsmanship and friendly competition, untouched by politics and contentious politicians. Here’s to all the SUPER ATHLETES of the SEA Games!!

CREDITS:
Many Thanks to Nicky Hernandez for the use of his Super Athletes collection photo.

255. MORE SEA GAMES MEDALISTS IN A DOLE PRINT AD, 1984

1983 was a banner year for the Philippines at the SEA Games held in Singapore—and ace athletes like trackster Lydia de Vega, swimmer Christine Jacob, and Asia’s junior tennis champion, Felix Barrientos were in topnotch form (in 7 years, Barrientos will win gold at the SEA games). No wonder, DOLE Pineapple Juice contracted them, assembled a powerhouse cast that included PBA player, Abe King and tour of Luzon champion cyclist, Jose Sumalde,  for this color print ad.

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FELIX BARRIENTOS, Tennis

SEA Games Achievements:

GOLD: Men’s single, 1991 SEA Games,Philippines

GOLD: Men’s doubles, 1991 SEA Games, Philippines

GOLD: Mixed Doubles, with 1993 SEA Games, Sinagpore

GOLD: Men’s team, 1993 SEA Games, Singapore

CHRISTINE JACOB, Swimming

SEA Games Achievements

BRONZE: 100 m. freestyle, 1981 SEA Games, Philippines

BRONZE: 4 x 100 m. freestyle, 1981 SEA Games, Philippines

GOLD: 100 m. backstroke, 1983 SEA Games,  Singapore

GOLD: 200 m. backstroke, 1983 SEA Games, Singapore

SILVER: 100 m. backstroke, 1985 SEA Games, Thailand

SILVER: 100 m. backstroke, 1985 SEA Games, Thailand

SILVER: 4 x 100 m. freetyle,1985 SEA Games, Thailand

BRONZE: 4 x 100 , medley relay, 1985 SEA Games, Thailand

LYDIA DE VEGA, Athletics

SEA Games Achievements:

GOLD: 200 m. dash, 1981 SEA Games (Philippines)

GOLD: 400 m., 1981 SEA Games, (Philippines)

GOLD: 200 m. dash, 1983 SEA Games, (Singapore)

GOLD: 100 meter dash, 1987 SEA Games (Indonesia)

GOLD: 200 meter dash, 1987 SEA Games (Indonesia)

GOLD: Long Jump, 1987 SEA Games (Indonesia)

GOLD: 100 meter dash, 1991 SEA Games (Philippines)

GOLD: 100 meter dash, 1993 SEA Games (Singapore)

GOLD:  200 meter dash, 1993 SEA Games (Singapore)

254. SOUTHEAST ASIAN (SEA) GAMES MEDALISTS AS PRODUCT ENDORSERS

To mark our country’s hosting of the 30^th Southeast Asian Games, let us pay homage to our winning local athletes who are celebrated in these advertising print ads from the past.

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LYDIA DE VEGA, for Alaska, 1989

LYDIA DE VEGA, Athletics

SEA Games Achievements:

GOLD: 200 m. dash, 1981 SEA Games (Philippines)

GOLD: 400 m., 1981 SEA Games, (Philippines)

GOLD: 200 m. dash, 1983 SEA Games, (Singapore)

GOLD: 100 meter dash, 1987 SEA Games (Indonesia)

GOLD: 200 meter dash, 1987 SEA Games (Indonesia)

GOLD: Long Jump, 1987 SEA Games (Indonesia)

GOLD: 100 meter dash, 1991 SEA Games (Philippines)

GOLD: 100 meter dash, 1993 SEA Games (Singapore)

GOLD:  200 meter dash, 1993 SEA Games (Singapore)

PRODUCTS ENDORSED: ALASKA Milk, MILO Energy Drink

BEA LUCERO, for MILO, 1986

BEA LUCERO, Artistic Gymnastics

SEA Games Achievements:

GOLD: All-Around, 1987 SEA Games (Indonesia)

GOLD:  Uneven Bars, 1987 SEA Games (Indonesia)

GOLD: Taekwondo, Bantamweight, 1991 SEA Games (Philippines)

PRODUCT ENDORSED: MILO Energy Drink, Ivory Soap

AIKO THOMSON, for MILO,1990

AKIKO THOMSON, Swimming

SEA Games Achievements:

GOLD: 100m. backstroke, 1987 SEA Games (Indonesia)

GOLD: 100 m. backstroke, 1991 SEA Games

GOLD: 200 m. backstroke, 1991 SEA Games

SILVER: 200 m. backstroke, 1987 SEA Games (Indonesia)

SILVER: 200 m. backstroke, 1991 SEA Games

SILVER: 50 m. freestyle, 1991 SEA Games

SILVER: 100 m. freestyle: 1991 SEA Games

PRODUCT ENDORSED: MILO Energy Drink

MONSOUR DE ROSARIO, for Rexona. 1987

MONSOUR DEL ROSARIO JR., Tae Kwon Do

SEA Games Achievements:

GOLD, Taekwondo, Lightweight: 1987 SEA Games (Jakarta)

GOLD, Taekwondo, Lightweight: 1989 SEA Games (Malaysia)

PRODUCT ENDORSED: Rexona Anti-Perspirant

RICHARD GOMEZ, for BENCH, 1993. Photo: Bench

RICHARD GOMEZ, Fencing

SEA Games Achievements:

GOLD, Men’s Epee Team, 2005 SEA Games (Philippines)

PRODUCTS ENDORSED: Bench, Coca-Cola, Diet Sarsi (with Dawn Zyleta) Lux (with Lucy Torres), BIC ballpens (with Gretchen Barreto), Fortune Tobacco.

SAN MIGUEL BEER, 2009, Screen Grab: San Miguel TV, uploaded by San Miguel Pale Pilsen, 2009 

EFREN “BATA” REYES, Pool

SEA Games Achievements:

BRONZE:  1 Cushion Carom, Singles: 2011 SEA Games (Jakarta), 2013 SEA Games (Myanmar), 2015 SEA Games (Singapore)

BRONZE: 3 Cushion Carom: 2011 SEA Games (Jakarta).

PRODUCTS ENDORSED: San Miguel Beer

SOURCES:
BENCH
San Miguel Ple Pilsen youtube
oldschoolads.blogspot, for Richard Gutierrez Coke ad, posted Jul. 5, 2009

212: Is That Who I Think He Is? ANTHONY N. VILLANUEVA for TONDEÑA RUM (1966) and TERYLENE (1967)

CELEBRATED BOXER ANTHONY VILLANUEVA. Highest-placed Filipino Olympian, 1964

BOY BOXER, Anthony Villanueva

The 19 year old boxer who became a household name in 1964 with his triumph at the Tokyo Olympics was born Anthony N. Villanueva (b. 18 March 1945)  to an Olympian father, Cely Villanueva, a bronze medallist at the 1932 Los Angeles Olympics.

His pugilist father influenced his interest in boxing, so much so that at an early age, he became an accomplished athlete. 

Boxing aficionado and businessman Eugenio Puyat saw his potential and supported him, such that by 1962, at age 17, the FEU teen became a national boxing titlist.

This qualified him to the 1964 Tokyo Olympics where he competed in the Featherweight Division, where he defeated boxers from Italy, Tunisia, Poland and the U.S. before facing the Russian  Stanislav Stepashkin in the finals. In the controversial Gold medal match, Villanueva lost 3 to 2.

Nevertheless, Villanueva came home to a hero’s welcome—the highest-placed athlete in Philippine Olympic history. Showbiz beckoned, and Villanueva starred in at least 5 action movies, including the boxing-inspired “Malakas, Kaliwa't Kanan” with Nida Blanca and the bio-flick, “The Pancho Villa Story”.

 

VILLANUEVA AND STEPASHKIN in the controversial finals.

As he lost his amateur status due to his lucrative acting career, Villanueva turned professional in 1965, debuting in a fund-raising event called “Fiesta Fistiana” at the Araneta Coliseum, matched against the Japanese, Shigeo Nirasawa. He would hang his boxing gloves after only 5 bouts.

Capitalizing on his Olympic fame, advertisers sought out the acclaimed boxer, who signed up with two clients.

 

VILLANUEVA FOR TONDENA RUM, 1966

For La Tondeña, Villanueva did an ad for TONDEÑA NATURAL RUM in 1966. The B&W print ad featured a close-up photo of the boxer, holding a glass of “smooth as velvet” TONDEÑA RUM.

Villanueva also appeared in a TERYLENE ad that was part of  a campaign series. TERYLENE, a fabric perfect for suits, was a revolutionary clothing material made of a combination of viscose rayon and terylene. The thematic ad series featured active men in heroic James Bond roles, coming to damsel in distress, unmasking enemies, delivering karate chops—that tests the fabric for durability, comfort and strength.  

 

VILLANUEVA POSING FOR A TERYLENE AD,1967

Villanueva’s version shows him as a travelling photographer, smartly dressed in a suit—“so neat, so masculine, so elegant”-- flitting to and fro to his shooting assignments.

When his boxing and acting days were over, Villanueva became a boxing coach, until 1976, when he decided to go find his future in the U.S.  

SOURCES:

https://news.abs-cbn.com/sports/05/15/14/villanuevas-death-puts-spotlight-poor-retired-athletes

202. Asia’s Sprint Queen LYDIA DE VEGA, for ALASKA (1989) and MILO (1990s)

LYDIA DE VEGA, Asis's Sprint Queen, At her peak, she won 2 Asian Games
Gold medals, won 3 SEA games Gold,  qualified in 2 Olympics, and made a movie.

Lydia de Vega (b. 12 Dec. 1964), the glamor girl of 1980s Philippine sports, was the perfect endorser of two dairy brands in the late 1980 and early 1990s, in what was known as the golden age of Philippine athletics.

The fleet-footed Bulakenya, home trained by her father, made her presence felt at the 1981 Manila Southeast Asian (SEA) when she bagged Gold in the 200 and 400 meter events exceeding records set at the Asian Games.

It came as no surprise that at the 1982 Asian Games in New Delhi, she won the premiere 100 m. dash, besting local star P.T. Usha. As if to prove that her win was not a fluke, she won another Asiad Gold at the next 1986 Asian Games in Seoul. She would also participate in 2 Summer Olympics: Los Angeles (1984) and Seoul (1988). Throughout her stellar running career, she was dubbed as “Asia’s Sprint Queen”.

LYDIA DE VEGA FOR ALASKA MILK POWDER, 1989

A year after her Seoul Olympics stint, de Vega took a 2 year break from athletics to get married, continue her studies and rest. She also finally found time to respond to endorsement deals, and in 1989, she was signed up ALASKA POWDERED MILK to do its milk campaign.

Alaska, the company, started in 1972 as Holland Milk Products, Inc. which first made liquid milk. It eventually expanded to manufacture powdered milk and UHT milk. ALASKA POWDERED MILK was launched in 1989, in a new campaign starred by de Vega. “Bring out a winner” was the thematic line, still anchored on its familiar “wala pa ring tatalo sa Alaska” omnibus slogan.

LYDIA DE VEGA FOR ALASKA MILK POWDER, 1989

Not long after that, after her contract with Alaska lapsed, Nestlé Philippines employed her as a presenter for their “Get your child into sports” public relations program, sponsored by their chocolate and malt beverage, MILO. 

WATCH LYDIA DE VEGA'S MILO AD HERE:

courtesy of Filipino Athlete, uploaded 29 Dec. 2017

The product began in 1964, ad derived its name from the  Greek mythological character Milo, famed for his strength. MILO has been using sports as its selling platform, and for years, latched on to its “Olympic energy theme”. It was also known for its sports clinics, marathons, and little Olympics.

 Vega retired after competing at the 1994 Manila-Fujian Games where she bagged her final 100 meter Gold. She briefly forayed into politics and served as a councilor of Meycauayan town.

LYDIA DE VEGA, THEN & NOW. Source: India Today Magazine,
News ABS-CBN Sports

Since Dec. 2005, De Vega has been staying in Singapore where she coaches young collegiate athletes. Married to engineer Paul Mercado, she is a mother to Stephanie, a DLSU Lady Spikers and John Michael who tragically died in a 200 freak vehicle accident at age 4. On 22 November 2018, De Vega was inducted into the Philippine Sports Hall of Fame at the Philippine International Convention Center.

SOURCES

youtube: Lydia De vega MILO advert from the 90s, by Filipino Athlete, Published on Dec 29, 2017. https://www.youtube.com/watch?v=8lejbq4_Oq0

Image: Lydia de Vega in New Delhi:

https://www.indiatoday.in/magazine/special-report/story/19821231-asian-games-asiad-82-in-new-delhi-comes-to-a-glorious-end-772541-2013-07-29

Image: Lydia de vega, 2018 Hall of Fame

https://news.abs-cbn.com/sports/11/23/18/lydia-de-vega-paeng-nepomuceno-bong-coo-enter-ph-sports-hall-of-fame

96. PUREFOODS HOTDOGS “Codiñera, Patrimonio, Lastimosa” TVC SERIES, 1988

PHOTO FROM CNN SPORTSDESK. Pinterest: PBA, The Basketball Life

The trio of Purefoods commercials that made waves at the 1989 Philippine Advertising Congress creative competition  in Baguio City, featured the prized cage stars of the  PUREFOODS TJ Hotdogs basketball team: Jerry Codiñera, Alvin Patrimonio and Jojo Lastimosa.

The year before, the Purefoods Hotdogs season began in and was the first season of the franchise in the Philippine Basketball Association (PBA). They would win their first PBA title in 1990, with a lineup that included the 3 ace cagers.

 

ACTUAL TVC STORYBOARDS, autographed by the Purefoods cage stars.

PUREFOODS sought to capitalize on the immense popularity  of their basketball stars by directing its agency, Ace-Saatchi & Saatchi, to feature them in their corporate advertising, with the hotdogs as flagship brand. The big project was assigned to the newly-created Marketing Services Department of Ace-Saatchi & Saatchi, which prepared the storyboards for the Client.

 

Photos taken from the shooting of Purefoods "Codinera" TVC, Oct. 1988.

Jerry Codiñera, then a 22 year old center from University of the East, along with Alvin Patrimonio, was was a dominant presence in  the All-Filipino hardcourts, christened “Defense Minister”, for his prowess in the defensive end.

 For Codiñera, a dramatic storyboard that involved him playing basketball with a handicapped, crippled child was shot in a day in San Juan, in front of the Sto. Cristo Church.  It was effectively directed by young Vittorio “Vitt” Romero.

WATCH PUREFOODS "Codinera" TVC 60s HERE:

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Actual photos taken from the Purefoods "Patrimonio" TVC shoot.

Mapua stalwart Alvin Patrimonio, also 22, entered the PBA in 1988 and played his entire career with the Purefoods franchise which won five championships. He would go on to win 4 PBA Most Valuable Player awards.

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Patrimonio’s commercial showed him propping up the spirit of of a grade school basketball player after losing a game. The filming involved replicating a school fair with hundreds of kids and parents in attendance. It was a challenging shoot, compounded by the replacement of the original lead child actor on the set, but which was superbly directed by award-winning Maryo de los Reyes.

WATCH THE PUREFOODS"Patrimonio" TVC HERE:

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Jojo Lastimosa, then 24 years old, was a guard forward from University of San Jose Recoletos. “Jolas” came into the league as a member of the very first PUREFOODS TJ Hotdogs team and would be named PBA Rookie of the Year in 1988.

Lastimosa’s commercial was the first to be shot, which showed him helping a child practicing his shooting skills awkwardly amidst the taunts of  neighborhood bullies. The scene was filmed at the basketball court of Philam Homes in Quezon City, under the direction of film director Ismael Bernal. The ad is best remembered for exposing his sexy legs which he was known for at that time. (Unfortunately, a print of this ad has yet to surface).

 

Photos taken from the actual Sept. 22, 1988 shoot, at PhilAm Homes.

Each ad was scored with the same original jingle,”Slowly, But Surely”, but arranged differently to suit the varying moods of the one-minute commercial. The well-crafted ads were enthusiastically received and further bolstered the popularity of PUREFOODS hoop heroes. 

When the Araw Award season came, the 3 commercial won for Ace-Saatchi & Saatchi two Golds in the two categories they were entered in: TV Campaign (for the Codiñera, Lastimosa, Patrimonio TVCs) and Single Medium TV (for the Codiñera version)—a triumph that would put the agency in the lead as that year’s most creative.

 

PHOTO CREDITS: CNN SCREEN GRAB

CREDITS:

ADVERTISER: Purefoods Hotdogs   

AD AGENCY: Ace-Saatchi & Saatchi Advertising

ECD: Jaime F. Santiago / CREATIVE DIRECTOR: Alex R. Castro

COPYWRITERS: Finina Gatchalian-de Jesus, Abe Medenilla Jr., Cary Rueda, Vianne Perdigon

ART DIRECTOR: Ernie Sta. Ana

PRODUCERS: Paul Suarez, Jess Garcia, Carrie Villamor / CASTER: Flor Salanga

ACCOUNTS: Mila Marquez, Natasha Balce, Jeanna Vidamo

PRODUCTION HOUSE: FILMEX / DIRECTORS: Vitt Romero, Maryo de los Reyes, Ishmael Bernal

PRODUCTION DESIGNER: Butch Garcia / JINGLE MAKER: Lorie Ilustre
SINGER: Rene T. Martinez

SOURCES:
PF Jerry Codinera TVC, uploaded by Albert Marc Justine Carreon:  Jerry Codinera Purefoods TVC
PF Alvin Patrimonio TVC, uploaded by likmainutz 4477, idol by gvg