Women in commercials

THEN: Aug. 20, 1986 — 24 years ago.

This time around the women’s liberation can hardly fault the TV commercials. When before the women burned their bras in protest against the exploitation in advertising, this time there is a nod of approval. For the women is this latest commercial are achievers who happen to look good, too.

Joey Albert is pretty and busy and finds time to drink beer. Celeste Legazpi looks gorgeous as she goes through the phases of rehearsal and her eyes sparkle as she sips the brew. Then there’s Laurice Guillen, who acts, directs and receives awards with her beer. The women pictured in the ad are in control and this makes the women libbers happy.

I wonder if they really drink beer. I have not seen Celeste take the drink even in that new glass that is more acceptable to women. I know she used to prefer wine. Laurice, perhaps, has a swig once in a while with beer-drinking Johnny Delgado. Then Joey, with the soulful eyes, is hardly the type to mix religion and beer.

The ad is obviously to prod women to start drinking beer. As if the male guzzling population is not enough. They are now enticing the women. Very shrewdly they choose slim women as models for the initial fear of women about drinking is the ugly beer belly that most corrupt politician and policemen are afflicted with. One can hardly induce women to join a drinking spree if there is danger that she will end up looking like a truck driver or some masculine type lady director.

Meanwhile, Sylvia La Torre drives us leisurely to a memorial park and invites us to visit. Which reminds of a joke about memorial parks that it is so nice that every one is dying to get in. Sylvia is also in a laundry soap commercial with Celeste where they both are seen with stars on their hair. Then she does everything to a poor chicken in that chicken commercial.

Sharon Cuneta and Kuh Ledesma look very good in their beauty soap commercial and I can swear that everyone in my neighborhood switched to the brand hoping that they will catch a Gabby Concepcion. For the ordinary people, commercials feed their fantasies and for those not yet knowledgeable with the plastic surgeons ability to create beauty, a bar of soap will do.

I am one of those who have always believed in advertising. In fact right after college, I worked in an advertising agency which handled accounts like watches and Vonnel products. I even produced a Vonnel commercial where the models say “Yeh, Yeh!” One reason I enjoyed advertising was because I met dashing people who never seemed to get over 25. It must be the endless cocktail parties.

As a devoted observer of commercial I scrutinize every shot. I’m happy that Eric Baines does not teach us how to brush our teeth anymore. But I’m dismayed to see two otherwise sensitive guys like Orly Mercado and Dong Puno fight each other with a toothbrush for the privilege of brushing their teeth.

Oh, there’s Helen Vela milking a cow in Holland with a skyline that looks like Tagaytay. Helen seems to milk cows with authority and that superb voice to hers can sell anything. Subtlety in advertising can also be charming. Like that sanitary napkin ad that shows a girl skating gracefully. But there is also recall in exaggeration. Like that biscuit ad which sends you to heaven with one bite. You don’t have to meditate to levitate.

After the February revolution, some products attempted to tie their products with the mass appeal of EDSA. We have a fan commercial using a Laban sign. Then there is now the controversial milk ad showing footage of tanks and people power and welcoming back the brand. Does it denote that the brand was prevented by the past government in getting into our coffee cups? Please explain.

The cola war heated up with Lionel Richie for Pepsi and Bill Cosby for Coke. But then comes Tina Turner who showed us her underpants while rocking to the beat of Pepsi. She has great legs but at her age they look lewd shown from all angles dancing to the beat of our local boy Gino Padilla.

After a trip to Moscow where there are no ads, I realized how much good advertising brings to life. It can be disconcerting only when you feel that the ad is not for you like the ads on very expensive cars. But some say that can make ordinary people like us ambitious. Like the ad that says: “Someday, you too, will own an Omega.”

NOW: Oct. 18, 2010

The commercials of today are as creative as ever. There’s still Sharon pushing one food after another like noodles and ice cream as she tries to lose some weight. Judy Ann Santos pushing a personal care product. Ryan Agoncillo, swishing and energizing one work after another. But the one with most commercials is Kris Aquino who pushes food stuff, electric fans, washing detergents and more. But former husband James Yap made one of the most touching so far. The ad with son Bimby where father thinks of his son’s future with an insurance coverage. Michael V does his ice cream commercial with anguish and fun. So does Pokwang in another innovative commercial. Vic Sotto had become the bossing of another detergent while Susan Roces pushes another one with dignity. The past election also challenged the creative minds of our advertising people. Manny Villar for Willie’s endorsement and the “mahirap” tag. Jojo Binay for being ahead of the game. Something like pinapangako nila, ginagawa ko na. But the most effective of course is that of President Noy (Aquino) with all the top stars endorsing him.

Especially with Baby James again, saying “NoyNoy.” His winning a majority vote shows the effectively of his campaign. Gibo Teodoro has great ads too but he was shackled by his attachment to former President Gloria Arroyo.