483. Sampaguita Stars BERT LEROY JR. & LIBERTY ILAGAN for COCA COLA, 1963

TEEN STARS OF THE 60s, BERT LEROY JR. & LIBERTY ILAGAN, FOR COKE, 1963

COCA-COLA has been using local movie stars as endorsers and models of print ads as early as the late 1950s. Early models included Gloria Romero, Juancho Gutierrez and Fred Montilla.

In the 60s, local film studios began building up their own stable of artists, and Sampaguita Pictures was the most successful, securing for its stars lucrative commercial endorsements for Coke. Many appeared in Coke’s 50^th anniversary ads and in subsequent ads of the 60s like Eddie Gutierrez, Josephine Estrada and Jean Lopez.

These ads from 1963 show two popular Sampaguita teen stars of the decade: BERT LEROY  Jr. and LIBERTY ILAGAN.

BERT AND LIBERTY, part of the COKE ad series, 1963

Bert Leroy Jr. was born as Albert Leroy (25 Apr. 1944, Manila), one of 3 children of showbiz couple Nicanor (Bert) Leroy Sr. and radio personality Luz Mat. Castro. It was natural that he was introduced to films early, appearing at age 9 in “Diwang Kayumanggi”. He put his budding film career on hold to concentrate on his grade school in Sta. Rita Colleges where he was an honor student, and took up high school at San Beda, where he was an honor student.

Bert enrolled at the University of Santo Tomas to take up Commerce but only stayed for a year. It was said he re-entered showbiz in 1961, and, as he says "so I could buy my own car". The 18 year old was introduced in 1962 in a supporting role in “Tugtuging Bukid”. There must have been an attempt to cast him with Liberty Ilagan as a love team in these Coke ads from 1963, but in 1966, Bert found bigger fame when he was teamed up as Gina Pareño’s partner as part of the popular teen group of Sampaguita Pictures’ “Stars ‘66”. One highlight of his career is earning a FAMAS nomination as Best Actor in the 1967 drama, “Kung Bakit Pa Ako Isinilang”.

LIBERTY ILAGAN, solo ad for Coke, 1963

LIBERTY ILAGAN , on the other hand was born (6 Jul. 1943) was born to showbiz royalty; her father is National Artist and actor-director Gerry de Leon, famed for his nationalistic films like “Sisa”, “Diego Silang” and screen adaptations of  “Noli Me Tangere,” “El Filibusterismo,” “Diego Silang,” and “Sisa.” Her mother, Fely Vallejo, was an actress, sister of 1930s violin prodigy, Ernesto Vallejo.

Like Bert, Liberty started as a 3 year old child actress, appearing in “Isumpa Mo Giliw”in 1946. She stopped to take up pre-Law at Arellano University. But she was lured back to showbiz in her teens by Sampaguita and did many teen flicks like “Joey, Eddie, and Lito” (1961) , “The Big Broadcast” (1962), “Sweet Valentines” (1963) and “Jukebox Jamboree” (1964).

Eventually, she married Rod Ongpauco, an ex-actor who became a successful restaurateur (founder of Barrio Fiesta) , with whom she had 3 kids: Happy, Love and Soeng Ongpauco.

Both Sampaguita stars Bert and Liberty migrated to the U.S. after their fruitful showbiz careers. Bert  Leroy Jr., , now 80 years old, is marred with 2 sons and a daughter. Liberty, who had separated with Rod, remarried a U.S. lawyer, Carlos Lardizabal, and passed away on 17 Mar. 2020.

SOURCES:

Information about B. Leroy Jr. and L. Ilagan: Wikipedia

The Movie Database: https://www.themoviedb.org/person/1355492-bert-leroy-jr

Rappler: Former Sampaguita actress dies at 76 https://www.rappler.com/entertainment/254920-actress-liberty-ilagan-dies/

Phil. Daily Inquirer: https://entertainment.inquirer.net/189427/stars-66-50-golden-years-later

482. . SHARP (PHILS.) CORP. "Very Sharp, Very First" Print Campaign, 1989

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.

481. MILO ENERGY DRINK, 1980 Moscow Olympics Ad

GO MILO! BUT WE'RE NOT GOING! Olympic Ad, 1980

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.

MILO SUPER ATHLETES TOY PROMO, 1980

SOURCES:

Moscow Olympics logo: Wikimedia commons

Moscow Olympics 1980: https://en.wikipedia.org/wiki/1980_Summer_Olympics

Goodwill Games 1986: https://en.wikipedia.org/wiki/Goodwill_Games

480. Jukebox Queen, EVA EUGENIO for THREE FLOWERS POMADE (1979) and TOSHIBA (1983)

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 Minyong Ordoñez 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.

SOURCES:

Eva Eugenio, Wikipedia and FB Page

Three Flowers Pomade, Lalaking Disente, uploaded by 4 A’s Philippines, https://www.youtube.com/watch?v=k4wAzNXxJFo

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.

478. LUX GIRL: Actress, Singer HELEN ALBENT GAMBOA, 1969

HELEN ALBENT GAMBOA, LUX LADY, 1969 PRINT AD

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, Mary Hopkins, 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

477. 1986 Creative Guild of the Philippines: BERT "Tawa"MARCELO, “Best and Biggest Talent of All Time”

BERT MARCELO, Creative Guild Awards Night, 1987

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.

 SOURCES:

Bert Marcelo mini-biography: https://www.imdb.com/name/nm1416288/bio/

 View on the 3rd,-Jojo Bailon, https://www.facebook.com/watch/?v=2716615658634997, poste 10 Nov. 2021

 4 A’s youtube channel: San Miguel, kalendaryo: https://www.youtube.com/watch?v=vWTT-AJP0PI

 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