By the end of the 80s, SHARP (Phils) Corp. entrusted to
Ace-Saatchi & Saatchi its corporate advertising, as they entered a new
decade with plans to launch more products and expand its robust business.
The project was assigned to Ace-Saatchi’s winning-est Concept
Team, Mario Monteagudo (AD) and Robert Labayen (Writer). Just 2 years before,
the duo had won a 1987 Print Ad of the Year award for their Visine Eye Drops print
ad for client Pfizer.
The result was a stunning Print Ad series that focused on
the amazing pedigree of success that the company enjoyed over the course of 4
decade, through pioneering inventions, trailblazing products and state-of-the
art innovation.
“Our generation grew up with Sony”, recalls Robert Labayen
when asked about the SHARP campaign background. “So, Mario and I were excited
when we learned that our account, SHARP, scored many firsts in the history of
the world’s tv technology.
The brief came from our account person Timmy Jayme. We
used illustrations that looked like Japanese characters to present SHARP as THE
name behind Japanese TV technology.
I made the illustrations because that was the time that I
was into doodling. Mario came up with the line “Very Sharp. Very First.” That
was another instance when Mario and I exchanged roles.”
The Print series delighted SHARP clients and marketing
man, Mon Bermeo so much that the client not only ran the complete series in regular
dailies, but also appeared in Visitacion dela Torre’s history book about
Philippine advertising.
Mario and Robert would go on to enjoy a 3-year Print AOY
award-winning streak from 1991 to 1993, earning Creative Guild nods for British Airways, Philippine National Bank and
Petron. After their sterling career with Ace, Mario formed his own agency, while
Robert joined ABS-CBN to become its VP-Head of Creative Communication in 2004.
CREDITS:
Many thanks for Robert Labayen for his recollections about making this SHARP Ad series; likewise to Mario Monteagudo, for his inputes.
Nestlé’s MILO began wresting the title of “Olympic Energy
Drink” from arch rival OVALTINE in 1968,
when the popular chocolate malt beverage began running an ad that proclaimed
itself as the “Choice of the ’68 Olympics”. On the other hand, OVALTINE had
touted in its 1972 ads that it had been in every Olympics since 1932. It was to
be the last time that OVALTINE—an aging brand on a decline--would call itself “the
official energy drink of the Olympics since 1932”.
MILO took over that claim that same year, bannering that “modern
day athletes need a modern energy drink”, while casting shades on Ovaltine as “old
stand-bys are simply not enough”. MILO’s Olympic Energy campaign thus began
officially in 1972 (Munich) followed by the next edition in Montreal (1976).
In 1980, the Summer Olympics were scheduled to happen in
Moscow, Soviet Union, from Jul. 19-Aug. 3, 1980, the first games to be held in
an Eastern bloc country. It was to be one of the most controversial stagings in
the history of the Olympics.
A year before, Soviet had invaded Afghanistan, causing the United States and other Western
countries to boycott the 1980 Moscow Olympics. Sixty six countries boycotted
the games entirely, including the Philippines, and only 80 nations converged at
the Moscow Games, the smallest number since 1956.
In retaliation, the Soviet Union and other Eastern Bloc
countries (except Romania) boycotted the 1984 Summer Olympics in Los Angeles. An
alternative international sporting event, the Goodwill Games, was created by
Ted Turner in reaction to the political troubles surrounding the Olympic Games
of the 1980s.
Nevertheless, Filipro Inc., Nestlé’s local manufacturer in
the Philippines, came up with their MILO Moscow Olympic Ads in 1980, despite
the country’s non-participation.
The ad was austere in its message, preferring to
“salute the Olympic Year”, with the Moscow reference as just as subhead.
Perhaps to make up for the lost Olympic momentum, MILO launched a SUPER ATHLETES
Promo, with collectible plastic figures of athletes in action in every can. These
were to be played using SUPER SPORTS gameboards published in select magazines and newspapers.
Chanteuse EVA EUGENIO (b. 22 Jan. 1946), was a successful
pop singer dubbed as one of the country’s "Jukebox Queens", so called
because of their hit songs that were popularized via jukeboxes, that were music
entertainment staples for the masses. The pay-for-play jukeboxes were once available
in places of leisure and convergence like in billiard and pool halls, beer gardens,
restaurants, cabarets and downtown establishments.
Jukebox Queen EVA EUGENIO ALBUM COVER
Eugenio shared the title with Claire dela
Fuente and Imelda Papin, singing melodramatic songs that spoke of anguished
love, troubled relationships, and broken feelings---themes that resonated with
the common tao. They were all sung in similar styles, with a lot of angst,
sensuality, verging on tearful sentimentality.
The titles of her hit songs, recorded under Polyeast
Records, conveyed it all: “Tukso”, a
massive hit in 1979, “Pag-ibig na Walang Dangal”, “Kaligayahang Pansamantala”,
“Gulong ng Palad)”(1980), “Kasalanan Ba?”, “Umaga Na, Wala Ka Pa” (1981)
and “Uhaw” (1982).
At her peak, she made the rounds of top TV shows, top clubs and hotels, out-of-town
engagements nationwide, and was a much-sought after performer in the Asian
entertainment circuit. She even ventured into movies and even made one based in
her song: “Hoy,Tukso! Layuna Mo Ako”, ” with Joseph Estrada.
Eugenio’s popularity among the masses was not lost among advertisers. Legendary adman MinyongOrdoñez of Basic Advertising, chose her to resurrect a dying pomade brand THREE FLOWERS BRILLIANTINE, that has been around in the Philippines since the 1950s. He created the theme “Lalaking Disente” (man of decency), which very much described the image of a Filipino gentleman—handsome, well-groomed, polished, a true cavalier—qualities that are fast disappearing in these modern times.
WATCH 3 FLOWERS "LALAKING DISENTE" TVC HERE:
The quick fix for that of course, is the tried and tested
THREE FLOWERS BRILLIANTINE. It was Eugenio who sang a paean to this man
who has captured her heart at first sight--“hindi ko mailihim ang damdaming
sa aking dibdib, na nagsasabing ika’y mahalin…Lalaking Disente. Eugenio sang
it so intensely, moving men to rediscover the old brand and revert back to
being the gentlemen that they were.
TOSHIBA WITH EVE EUGENIO, 1983
THREE FLOWERS BRILLIANTINE was Eugenio’s most
renown endorsement project, but it wasn’t the last. Four years after, she
bagged another lucrative deal with TOSHIBA, a leading Japanese electronic
company that specialized in audio and video appliances like Bombeat, Beta and
VCRs. She did a local print campaign and had the chance to go to Japan and
promote the TOSHIBA brand in malls and trade shows.
EVA IN A TOSHIBA EVENT IN JAPAN
Today, EVA EUGENIO continues to accept bookings for
shows, and ocassionally appear as guests on TV noontime shows, and in game
shows, the most recent of which was in “I Can See Your Voice PH”, a mystery
music contest franchise.
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.
One of the most popular, multi-facetted celebrities from
the 60s, HELEN ALBENT GAMBOA (b. 7 May 1946), daughter of Kapampangan parents
Domingo Gamboa and Eusebia Pangilinan Albent, made a name for herself first as
a beauty queen, then became a singer of note, joined the movie bandwagon and
became an icon of the ‘shing-aling’ decade.
She gained fame when, as a 15 year old, she placed 2nd to
winner Cynthia Ugalde at the Miss Philippine Press Photography pageant,
a contest conceived by an association of Philippine photographers in 1961. She
was a Liberal Arts student at that time and before she knew it, Helen was
swamped with movie offers and chose to sign up with Larry Santiago Productions.
HELEN GAMBOA at the Miss PPP 1961, candidate # 13.
She was introduced in “Gorio and his Jeepney “ with Chiquito in 1962, based on a hit comic strip drawn by Larry Alcala for Manila Times. Directed by Pablo Santiago, the movie was an instant hit and Helen was on her way.
She followed this up with “Hugo, the Sidewalk Vendors” (with Berting Labra) and “Sakay and Moy” (with Oscar Obligacion and Cris de Vera), whose main characters were drawn from Philippine ‘komiks’. From her initial PhP 1,000 talent fee, she commanded Php 40,000 in her next films, a princely sum in the mid '60s.
She recorded many hit albums, doing covers of the popular songs of British singers, Petula Clark, MaryHopkins, and Lulu.
LA GAMBOA, at the peak of her song 'n dance career.
In 1969, Helen, at the peak of her career was tapped by J.Walter Thompson advertising agency to appear as an endorser for their blue chip account, LUX Beauty Soap, relaunched “with a new kind of luxury---now with nourishing cream”. The LUX campaign featured a television commercial and a centerspread colored ad.
Centerspread ad of LUX, now with Nourishing Cream, 1969
Helen eloped with band musician Vicente “Tito” Sotto III,
of the Tiltdown Men, a future senator and politician. Their children include
Romina, Diorella, Gian and Ciara. Helen Gamboa is still active in the entertainment
scene today, and continues to make appearances in productions produced by major
TV channels. She also has done guestings in select music events that showcase
her at her best--singing and dancing to the delight of her fans.
SOURCES:
Photo and Info: Views from the Pampang, '60s Singing Star: Helen Albent Gamboa of Sta. Ana, http://viewsfromthepampang.blogspot.com/2011/08/264-60s-singing-star-helen-alvent.html
The Creative Guild of the Philippines awards night was
held at the Rizal Theater in 1987, hosted by TV personality Ariel Ureta and
Malu Maglutac, former Miss Magnolia runner up and news caster.
The highlight of the evening was the presentation of a
Plaque of Achievement from the Creative Guild of the Philippines to an advertising
icon—BERT “TAWA” MARCELO, who is a regular presence on the boob tube, ever
since his first appearance in a San Miguel commercial in the early 1970s, produced by Philippine Advertising Counsellors.
WATCH THE SMB "KALENDARYO" TVC HERE ca. 1974:
The Baliwag native (b. 6 June 1936, Norberto J. Marcelo) embodied
the Filipino everyman, made more authentic by his flair for Tagalog, complete
with his provincial accent, and a happy-go-lucky attitude, amplified by his
signature, high-pitch laughter.
WATCH SMB "BERT MARCELO & BOSS" TVC HERE ca. 1975-76:
He is best identified with San Miguel Beer,
which he endorsed for almost 3 decades, appearing in memorable commercials (“Isang
Platitong Mani”, "Si-Boom", “Pupulbusin ko ang Dibdib Mo”, "Kalendaryo", "Bruno", etc) that made him one of the
most recognizable personalities on television.
WATCH SMB "BERT MARCELO & BRUNO" TVC HERE, ca. 1976:
The plaque was presented to BERT MARCELO by Jun Urbano, commercial idrector behind his many San Miguel Beer commercials, and the Queen of Philippine Movies, Susan Roces. The citation reads:
ACTRESS SUSAN ROCES & DIREK JUN URBANO PRESENTS PLAQUE TO BERT MARCELO.
“The Creative
Guild of the Philippines, under the auspices of the 4As (Asoocation of Accredited
Advertising Agencies) Philippines, presents this Plaque of Appreciation to BERT
MARCELO, a true original whose name is synonymous with laughter. Bert Marcelo
brings in the advertising industry a unique style of product endorsement that
blends warmth, sincerity, and humor and for enlivening and enriching the
advertising industry with his participation and presence”.
Signed by:
Mr. Teddy Jurado,
President, 4 As of the Philippines
Mr. Cid V.
Reyes, President. Creative Guild of the Philippines
Elsewhere, Bert Marcelo also did ads for HITACHI Electric
Fans, Sierratone Beds and 680 Department Store. He also was a sought-after host,
for talent shows such as “Ang Bagong Kampeon” (with Pilita Corrales) and the
Baliksaya roadshows for OFWs worldwide. His silver screen appearances include “Pomposa,
Ang Kabayong Tsismosa” (1968) ,“Tisoy” (1969), “Wanakosey” (1977),
“Omeng “Mga Mata ni Angelita” (1978), and “Isang Platitong Mani” (1986). He ran for the governorship of Bulacan in
1995, but lost; passing away shortly after a stroke on 16 Dec.1995.
The World Archives youtube
channel: San Miguel Pale Pilsen, Bert
Tawa Marcelo & Subas Herrero "Boss" TVC 1975 (Philippines), https://www.youtube.com/watch?v=F04I-ese2as, uploaded by The World
Archives, 2023
In 1995,
all eyes were on the hotshot agency Jimenez/DMB&B , the ad shop owned by
the husband and wife team, Ramon and Abby Lee Jimenez. They were fast gaining a
reputation as brand builders, taking on mostly no. 2 brands like Selecta (vs.
#1 Magnolia) and Pfizer (vs. Unilab), then turning these into formidable challengers
that caused market leaders to pay more attention to the agency’s successful campaigns.
When
Jimenez/DMB&B took on the rising lifestyle brand BENCH/ , the brand relied on
out-of-home and point-of-sale materials like billboards and posters to increase
its visibility. The extension of the product line beyond clothing prompted the
company to look into the possibility of using mainstream TV advertising. Thus, BENCH/ took their new
lifestyle offerings—Beddings, Stationery and CologneSpray---to the fledgling
agency to see what they can do with them despite a limited budget allocation for
TV production.
Unfazed,
Jimenez/DMB&B creatives took on the challenge and created three (3) 15 sec.
TVCs on a very short shoestring budget. All were designed to carry single
scenes, shot with a solo camera, using a “tabletop” setting. No talents were
used—saved for a hand talent that belonged to an agency personnel.
The
over-riding visual theme were the 3 elements: Earth, Wind, and Fire. Hence,
you see a folded paper boat made to float on a stoney creek (for Stationery
products), a bed sheet hanging from a tree branch, billowing in the wind (for
Beddings), and the flickering flame of a candle bursting into a blaze (for
Cologne Spray).
The 3 simple, but stunning ads were received with wide
acclaim. The campaign dominated the Low Budget production category, winning an
Award of Excellence at the 1995 Philippine AdvertisingCongress Araw Awards in
Baguio City. But the BENCH/ “Fire” version for the Cologne Spray did even
better by winning a Platinum Award, the supreme accolade ever for the best TV
ad with the highest level of excellence---all compressed in 15 seconds, and
produced at a very low budget.
CREDITS:
AGENCY: JIMENEZ/ DMBB&B
EXEC. CREATIVE DIRECTOR: Butch Uy
WRITER: Teddy Catuira / ART DIRECTOR: Nikko Cornelio
