441. 1989 Creative Guild TV Ad of the Month for February, SAN MIGUEL BEER, “Si-Boom!” TVC 60s

A booming victory for San Miguel Beer--Ad of the Month for Feb. 1989!

In 1988, McCann Erickson produced an Ad of the Month winner for SAN MIGUEL PALE PILSEN , a summer commercial that drew raves for its merry mix of popular talents, scenic beach shots, colorful production design, festival vibe,  catchy jingle---and a new San Miguel “Si-Boom Girl”. The high-profile SMB commercial featured the APO Hiking Society alongside San Miguel mainstay, Bert “Tawa” Marcelo who follows the “Si-Boom Girl” as she gambols on the beach.  Followed by a coterie of admirers, the ad jingle borrowed the tune of an Eartha Kitt song-- C’est si Bon--reworked and Tagalized into “Si-Boom”.

 WATCH SMB "SI-BOOM" TVC 90s HERE

uploaded by vibesey, 30 April 2016

The TV ad became an instant sensation, what with the Ati-atihan inspired arrangement,  perfectly sung by Jim Paredes, Boboy Garovillo and Danny Javier, as googly-eyed  Bert Marcelo ogled on. But it was the debut appearance of a sultry babe in white swimsuit that left the most impression on the male audience—Rachel Lobangco, she with the  signature pout and thick brows. For that appearance, she was hailed as “Star Discovery of the Year 1989” by the Creative Guild of the Philippines in their next awards night.

To top it all, SMB’s “Si-Boom” was voted by the Creative Guild jury as the best TVC for the month of February 1989, thus qualifying for the Ad of the Year Finals held at Hotel Nikko Manila Garden the next year.

CREDITS

ADVERTISER: San Miguel Corp.

PRODUCT: San Miguel Pale Pilsen Beer

AGENCY: McCann Erickson Phils.

CREATIVE DIRECTOR: Erwin Castillo

COPYWRITERS: Cris Michelena / Erwin Castillo

ART DIRECTOR: Sonny Yñiguez

PRODUCER: Jan Beltran

PRODUCTION HOUSE: Unitel

DIRECTOR: Dante Datu

 SOURCES:

San Miguel Beer "SiBoom" - Philippines , 1989 , 90s, https://www.youtube.com/watch?v=w2dESSTwetY, uploaded by vibesey

Lani, Rachel Lobangco, Ang Kanilang Buhay Ngayon: https://kami.com.ph/82471-lani-rachel-lobangco-ang-kanilang-buhay-ngayon.html

The Creative Guild Ad of the Year program, 1990

Photo Sources: IMdb Pro,

440. Brand Stories: BIGEN Hair Dye and Hair Coloring Products, 1905

BIGEN HAIR DYE, Japans #1 Hair Color Brand

Commercial hair dye products were known in the Philippines as early as the 1920s, but the one brand that was most popular was BIGEN Hair Dye.

 BIGEN was effective, economical and easy to use—all you need to do is to mix the powder with water, and it’s ready to use to put the black back in your hair. Since BIGEN does not contain hydrogen peroxide, it is also safe and gentle to the hair.

BIGEN, 1967 Ad

BIGEN was created by an unknown Japanese man who concocted the powder hair dye in Nagoya, back in 1905. Eventually, Hoyu Co. Ltd. took over its manufacture. Water-activated. BIGEN 美源, which means "origin of beauty,' became Japan's #1* hair color brand for men and women, and was recognized as an iconic brand in the 1950s.

BIGEN, 1966 Ad

In the early 60s, BIGEN became available in the Philippines, and quickly became a dominant name in the hair dye segment of the haircare market. BIGEN  came in small bottled in a carton package with the graphics of a Japanese woman in kimono—an enduring image for decades, and an iconic part of the brand’s long history.

BIGEN Shampoo-in Hair Color, 1974

The company made modest advertising investments, coming out with small, black and white small ads accompanied with illustrations and stock photographs of Japanese women,

 From basic hair dyes, BIGEN added  hair coloring products for men and women in the 1970s. This was made possible when BICO Industries, based in Valenzuela, Bulacan acquired the license from Hoyu Co. Ltd., to manufacture BIGEN products localy, under supervision by the Japanese company.

By 1975, the BIGEN product line in the Philippines included BIGEN Hair Color for women, in bottles; BIGEN Hair Pencils for retouching eyebrows, BIGEN Jade Shampoo, BIGEN Pink and Blue Lotion, BIGEN Medicated Pomade, and BIGEN Pure Vaseline medicated pomade in bottles and cans.

BIGEN Omnibus Product Ad, 1975

From the 60s thru the 70s, the company made modest advertising investments, coming out with small, black and white small ads accompanied with illustrations and stock photographs of Japanese women, as seen on this spread In the 2000s, BIGEN began advertising on TV,

 WATCH BIGEN TVC from 2017 HERE:

The brand continues to be available in the Philipines, represented to day by BIGEN Philippines, which oversees its sale, marketing and promotions. BIGEN products are available online and in traditional sales outlets such as drugstore, cosmetic, and department stores.

 SOURCES:

Bigen website: https://bigenorigins.com/pages/our-story

Bigen TVC, Biegn Philippines youtube channel. https://www.youtube.com/watch?v=wGjKTfb_klo

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

438. BEAUTY AND HAIR SALONS, FASHION HOUSES and FINISHING SCHOOLS, 1964

ZARAH'S HOUSE OF BEAUTY, Owned and managed by Mrs. Virginia
Bertulfo. Names after her daughter, Zarah. Fully air-contidioned with the
most mddern equipment. Located at V. Mapa, Sampaloc. 1964.

The 1960s decade saw the rise in beauty and fashion consciousness of Philippine society, particularly in the nation’s capital spawning beauty salons, hair style shops, fashion houses and finishing schools. In fact, every little town, it seemed, had a hole-in-the-wall beauty shop to cater to the needs of Filipinas who wanted to feel good, and look good—be it through a quick manicure, hair trim, or a cold wave treatment.

SLIM'S FASHION AND ARTS SCHOOL, founded by the iconic 
Philippine haute couture designer, Salvacion Lim Higgins. 1964.

The burgeoning movie industry in the 50s and 60s starred well-coiffed screen icons who became role models of beauty and style. Sampaguita teen stars sported the latest hair styles—fly-aways, bob cut, bangs, teased, pixie look. Sophisticated ladies favored couture bouffants, towering beehives, and buns. Local vamps like Rosa Rosal and Divina Valencia sported signature looks-- popularized wavy hair with a stray strand of hair half-covering one eye.  All these styles were available at a neighborhood beauty salon, with walls plastered with magazine pages of local and international stars, for reference.

PETITE BEAUTY SALON, with branches at Don. A. Roces Ave.
and at Dapitan, near UST. 1964

Meanwhile, Make-Up styles were also evolving in the Philippines as more local and international cosmetics became readily available. Pastel eye shadow, black crease shadow, winged eyeliner, and heavy fake lashes with light blush and pastel pink lips were the rage of the day. 

MATUTE FASHION SCHOOL. Founded by Mrs. Macaraia Hilario Matute.
The school is still in operations. 1964

Beauty salons had a heyday glamming up women and teens for their weddings, debuts and graduations. Others went one step ahead by offering slimming and slenderizing services, with machines and other contraptions to firm and improve the figure.

DORY'S SLENDERIZING & BEAUTY SALON, owned and operated by
Dory Acuna. Salon endorser is actress Blanca Gomez of Sampaguita Pictures,1964.

But what is fashion and beauty without personality? Finishing and modeling schools took care of that-with mentors ready to train girls with proper deportment, etiquette, speech and diction, conversation  skills for all-around poise and personality development. 

DE LUXE FASHION SCHOOL BEAUTY ACADEMY, at Evangelista St.,
at the corner of Raon St., Sta. Cruz, Manila. 1964

After all, Filipina beauties were going international. In 1963, Lalaine Bennett placed in 4^th in the Miss Universe pageant, and the next year, 1964, the first Bb. Pilipinas for Miss Univese was crowned. That  same year that the regal Gemma Cruz was crowned Miss International—and goodness how many Filipinas she inspired to be beauty queens. The rest is history.

DELLS BEAUTY SALON, fully air-conditioned. Located in
 Quiapo, Manila near Cine Moderno. Endorser: Sylvia Gumabao.

On this spread are 1964 ads of beauty, fashion and style houses where Filipinas hied  off to in their pursuit of pulchritude. Good girls may go to heaven, but beautiful girls go everywhere.

CUPID'S HAIR STYLING, at Carantes St., Baguio City, 1964

CHARI'S HOUSE OF BEAUTY, under proprietress Joselita E. Dumon.
With branches in Malate and Buendia, Pasay. 

CHANTILLY GOWNS & BEAUTY SUITE, with beauty stylist Carling Mercado.
Under proprietress Vicky A. San Diego. Echague, Manila. Models include: Myrna
Panlilio (Bb. Pilipinas 1964), Elvie Gonzales (Bb. Waling-Waling).

BENY'S BEAUTY SALON. Andalucia St., Sta. Cruz, Manila, 1964.

437. Development Bank of the Philippines, “NARDA, “Sipag” TVC, 1988-89. PILAK Awardee 2002

The very famous “Pamilyang Uliran” personal narrative ads of Development Bank of the Philippines (DBP), were offshoots of an earlier insititutional campaign started in 1987, “Buhayin Muli”,  that highlighted core Filipino values such as “katapatan” (honesty), “kasipagan” (hard work),”kalinisan” (cleanliness), “delicadeza” (sense of propriety), and “palabra de honor” (word of honor).

A year later, these values came alive in a series of “Pamilyang Uliran, Kayamanan ng Bayan” (model family) story ads, which won praise and awards for the outstanding way the values were dramatized that always ended with human triumphs over life’s adversities, emotional-laden  plots that resonated with the TV audience.

 WATCH DBP "NARDA" TVC AD HERE:

Perhaps, the most popular version was the NARDA TVC, that meant to illustrate the “pagkamasipag” and “pagkamasinop” on TV and Print, respectively, of the Mountain Province family. The main protagonist was LEONARDA “Narda” CAPUYAN of Besao, Bontoc, who was introduced to the art of ikat weaving and embroidery  through her mother, Irene Docallas, who also practiced this age-old craft.

Using her savings, she parlayed her love of tribal weaves into a home business in 1973, making blankets for the local market. Her small business expanded and in 1975, and secured an industrial loan from DBP, to put up her own Narda’s Cottage Industries, later called Narda’s Handwoven Arts and Crafts”. Her shop grew to include 71 looms, including 36 outsourced backstrappers and 120 workers. Soon, she was providing linens, curtains, upholstery fabrics and ikat wall displays to such big institutions like Pines and Manila Hotel.

At her peak, NARDA’s products found international buyers , and in 1982 Blooming dale in New York put up an exhibit-sale of her creations, which sold out her entire 6-month production. Fashion centers in Japan, Germany  France, Canada, Hongkong and China sought out her products. Her worldwide clients include the Pacific Star in Guam which she supplied with complete furnishings. In 1986 she was the recipient of the Golden Shell Award from the Ministry of Trade for her outstanding contribution to a pioneering export enterprise.

DBP picked up her success story in a commercial produced by its agency Basic /FCB Advertising, that drew raves for the acting, casting, production design, directing and overall creative excellence. DBPs “NARDA” is enshrined among the 25 PILAK Awardees, in 2002, representing the top 25 ads of Philippine advertising from the 1960s-80s decade.

CREDITS:

AGENCY: Basic/FCB / CREATIVE DIRECTOR: Minyong Ordoñez

COPYWRITER: Danny Almirañez / ART DIRECTOR: Rino Hernandez

PRODUCER: Ding Fernandez / DIRECTOR: Danny Almirañez

CINEMATOGRAPHER: Tito Arce / PRODUCTION HOUSE: Creative Directors

SOURCES:

DBP ‘NARDA”, youtube video posted by 4A’s Philippines, https://www.youtube.com/watch?v=xdbmEpTjma8

De la Torre, Visitacion. Advertising in the Philippines: Its Historical, Cultural and Social Dimensions, Tower House Books, 1989. pp. 116-117, pp. 194-195,

436. Retro-Story: IVORY SHAMPOO & CONDITIONER TVC, 1995, by Chairmom Merlee C. Jayme

ANG GAAN-GAAN NG FEELING, with Ivory model Bianca Araneta, 1995

MTV’s golden age lasted from the early 1980s to around 1992, but endured longer in music-loving Philippines. At its peak, MTV had a significant impact not only on our music landscape, but the format was also borrowed and used in advertising production. Agency creatives would often propose executions “a la MTV” to capture the interest of youth who were very much into music videos popularized worldwide by the MTV cable network.

WATCH AND LISTEN TO IVORY'S"ANG GAAN-GAAN NG FEELING" MTV, 1995 HERE:

Courtesy of Merlee Jayme, uploaded on youtube 30 Dec. 2021, 

One of the most memorable campaigns that used this longform MTV format was the IVORY Shampoo and Conditioner campaign created by Ace-Saatchi & Saatchi in 1995 for Procter and Gamble. It spawned a jingle-- “Ang Gaan-Gaan ng Feeling”, which became a hit pop song for the singers DV8, a fairly new music band. It also introduced us to a fresh new model, Bianca Araneta, whose mother (Maritess Revilla)  and grandmother (Paquita Goyena)  had strong Procter & Gamble ties, being former Camay Girls.

Chairmom Merlee Cruz Jayme, then copywriter for IVORY at Ace-Saatchi& Saatchi shares her recollection of the now iconic music video, with the hit jingle that turned into a mainstream monster hit, ruling the TV and radio airwaves for quite awhile, nationwide.

**********

As a Copywriter in Ace Saatchi & Saatchi, I worked on the launch of IVORY Shampoo & Conditioner. IVORY is gentle on hair and scalp with no harsh and heavy ingredients. So, hair feels light and not weighed down.

It was the 90s, and music videos were a big thing. Targeting young teens, I started writing a song. When I wrote the first line, “Dati ang aking buhay ay kulang sa sigla…” I tried to set the mood for heaviness and the need for lightness. Then the mood changes with a happy, catchy, breezy refrain that perfectly captures the feeling of lightness: “Ang gaan, gaan ng feeling.” The famous composer Jimmy Antiporda did the melody.

We searched and discovered the perfect talent to embody the pure, gentle, and light brand persona: the 14-year-old Bianca Araneta, the daughter of the 70s actress Maritess Revilla and businessman Iking Araneta. I remember that day when I had to go to their condominium in Mandaluyong with my Accounts Director to convince her parents to allow her to be our Ivory girl.

The music video made her an instant star, and her signature hair shot. She was blowing her wispy bangs away.

Today, what surprises me is the fact that carolers and choirs sing “Ang gaan, gaan ng feeling” during Christmas. I didn’t think the lyrics I wrote for a shampoo had a deeper religious meaning.

 About the Guest Writer: MERLEE CRUZ JAYME is the Chairmom & Chief Creative Officer at Dentsu Creative Philippines and Chief Creative Officer APAC at Dentsu. Before that, she co-founded  DM9 Jayme and Syfu. She started her illustrious career as a Copywriter at Ace-Saatchi & Saatchi advertising, where she met and married her colleague, Timmy Jayme, then an account executive. They have 4 daughters. Merlee is also a founder of a school, The Misfits, a training camp for autistic and deaf creatives.

 CREDITS:

AGENCY: ACE SAATCHI & SAATCHI ADVERTISING

COPYWRITER: MERLEE CRUZ JAYME

ART DIRECTOR: JAKE TESORO

CREATIVE DIRECTOR: MELVIN M. MANGADA

ECD: JIMMY F. SANTIAGO

PRODUCER: NANETTE RAMIREZ

 CLIENT:PROCTER & GAMBLE PHILS.

BRAND MANAGER: CHRISTINE ANGCO

CATEGORY PRODUCT HEAD; CITO ALEJANDRO / ISCA  ABAYA

 PRODUCTION HOUSE: UNITEL PRODUCTIONS

PRODUCER: MARIJO CLAUOR

DIRECTOR: JOEY AGBAYANI

MUSIC COMPOSER: JIMMY ANTIPORDA

 MANY THANKS to Ms. Merlee Cruz Jayme, for the background story of the Ivory campaign, and for the use of her youtube video.

435. 1994 Creative Guild Ad of the Month for July: MOTOLITE “Tawid” TVC 30s

July 1994 Winner!! MOTOLITE "Tawid" TVC by Basic/FCB

Humor is the charm of this MOTOLITE Brake Fluid TV ad that won a nod from the Creative Guild judges as the best commercial for July 1994. Blame it on the hyperbolic acting of the well-cast talents who dramatized to the max the fear of being run over by a brake-less vehicle. 

The over-the-top acting was so sit-com funny, that the models could give even present-day comedians a run for their money. The composition of the shots and the editing added to the ridiculous hilarity of the situations. The judges weren’t even looking at the production design (was there any?) or listening to the score gone haywire--they were just riveted at the paradoxical effect of the comedy happening in the face of impending tragedy. Now that’s funny!!

CREDITS

Advertiser: CC. UNSON
Product: MOTOLITE

Agency: BASIC ADVERTISING
Creative Director: BOY LEUTERIO
Copywriter: EMIL REINTAR
Art Directors: REY TOLENTINO / EGAY OLIVA
Artist: PETE CLEMENTE
Producer: PAM PAJARILLO
Caster: TESS GELLA

Production House: ELECTROMEDIA

Director: MANDY REYES
Producer: MERIE VILLAMAYOR
Cinematographer: LESLIE GARCHITORENA
Prod. Designer: GAY GUILLERMO
Post Production: VIDEOPOST
Recording Studio: HIT PRODUCTIONS
Sound.Music Composer: BRIAN CHUA