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Growing up, TV commercials were a huge source of entertainment. While cartoons and variety shows provided much amusement, the stories told in TV advertisements were just as engaging, if not more so. A whole story could be told in 30 to 60 seconds.
As a kid, I was enthralled by these narratives. I would sit down and wait for commercials, stories unfolding one by one in between gaps of Uncle Bob’s Lucky 7 Club or The Flying House. I’m a Generation X kid—a kid in the ‘80s, a teen in the ‘90s. The TV ads enumerated below are some of those that resonated with me in my youth. There are others still that I couldn't find on YouTube, but whether or not the commercials are still accessible, whether or not the brands are still alive, the fact is that some TV commercials just leave a mark.
A kiddie joy indulgence
“You wanna see what happens in a bag of Nips? What goes on before they touch my lips? They make a rainbow (Chocolate Nips!), a choco rainbow (Chocolate Nips). And then they color all the flowers and they paint the trees. They’re sweet and delicious, look at all those bees! When I want fun, I get a bag of Nips and make a rainbow (Nips, Nips)!”
When that TV commercial came out, M&M and Smarties had nothing on Nips to me! A catchy jingle, rainbow colors, a little kid running around in a colorful animated world—my friends and I were enthralled. Two decades have passed since that ad came out and I still remember every single word of the jingle. That Nips story remains immortal, for as long as my generation keeps singing that simple song.
Way before Nips, there was one commercial that tickled the chocolate fantasies of children: the story of Goya Chocolate Factory, inspired by Roald Dahl’s Willy Wonka world. Children rode aboard a choo-choo train, awestruck as they saw various candies growing like flowers. Melted chocolate was pouring from trees. The world was a classic confection of chocolate and candy. I remember thinking that the mythical land in the commercial was in fact the place where Goya was made. I prayed many times that our next field trip would be at the Goya Chocolate Factory. The story opened my imagination to the many possibilities of a chocolate universe, and boy, I’m sure I wasn’t the only kid who got excited by that commercial.
Over the years, Jollibee has told many stories that have won the hearts of countless Filipino kids. One classic ad showed a kid excitedly waiting for the weekend so he could enjoy fun time at Jollibee. “I love you Sabado, pati na rin Linggo! Hintay ka lang Jollibee nandiyan na ‘ko!” It was another catchy jingle that kids in my class would sing when the week was almost over. Some of us would end up at McDonald’s (or Cindy’s, or Wendy’s) instead, but it was Jollibee that translated that weekend excitement into a song that got imprinted in a generation of kiddie (and now, not so kiddie) minds.
A coming-of-age companion
“Dalaga ka na, hindi na bata…” Remember the sanitary napkin brand Newtex? Their thirty-second commercial showed a young lady (played by former actress Jennifer Sevilla) being introduced to a more grown-up world—wearing a bra instead of a chemise, choosing her own clothes instead of what Mommy chooses for her. It was a story that intrigued and embarrassed me at the same time. Nothing was more awkward than to be teased “Uy dalaga ka na!” in front of a lot of people (say, at a family reunion) when you’re ten or eleven years old. It became even more embarrassing when the commercial would air while the whole clan was watching TV. “Uy, magbo-boys ka na rin?”, some would tease. “Yuck!”, I would deny the accusation. Blushing, I'd run to the bathroom and hide till my cheeks were no longer red. But Newtex also struck a chord—I was intrigued by the teen world. I was intrigued by making more grown-up choices. I was intrigued by the ad every time it came on. Needless to say, when the time came that I did need to use sanitary napkins, Newtex was my first choice. Dalaga na ako eh.
On to the world of kilig. Nothing induced more kilig in TV commercials than Close-up ads. White smile? Check. Fresh breath? Check. Boy and girl romance? Check. Classic Close-up jingles? Check, check, check! The following ad is of poor video quality, but it has one of the most memorable love songs from the brand—“Closer You and I” by Gino Padilla. The Kimerald revival of this ad is nice, but this old ad had more romance, more kilig.
“Hey there’s a look in your eye, must be love at first sight…” If you’re a Gen X kid, you probably have this on the song list when you’re at a videoke bar. It’s a must sing.
Did I end up using Close-up? Not quite yet. I was a kid and romance was just a concept. I would use the brand much later in life, but right then it was all about having healthy and strong teeth because, well, I was a kid. It was all about using Colgate to prevent tooth decay from all the Nips I was eating (“You wanna see what happens in a bag of Nips?”). Close-up would have to wait till I was a little bit older. Dr. Eric Baines’ chalk demonstration was very convincing. To this day, that visual of chalk being dipped into ink to show how fluoride protects teeth against cavities is ingrained in my head.
Those charming soft drinks ads
It was a soft drinks war back then. Coca-Cola was a strong leader, but there were players like Sarsi, Pop Cola and Pepsi. While they were all very refreshing drinks, some told their story more distinctly and memorably than others. Who can ever forget Royal Tru Orange’s Joey series? “Ikaw at Royal! Natural!” Various stories showed teenage guy Joey (played by RJ Ledesma) getting into different awkward situations and getting out of them easily by simply being true to himself. Natural!
Then there was the soft drinks giant, Coca-Cola. There were commercials featuring big celebrities, but these two take the cake for this Gen X baby. First there was the canned commercial that was set to Robin Beck’s “First Time.” It’s simple, intimate, romantic and a pretty good way to project those feelings onto a brand you should prefer. I guess it worked because I will always like Coke better than other brands—never mind that I don’t drink it anymore.
Then there was the anthem. Originally in English then translated into Tagalog, this “I am the future of the world” ad was so empowering for us kids. Listen to us! We are the next generation! We are tomorrow’s people and we’re holding a bottle of Coke in our hands, so watch out, world!
Those ads may have helped boost their brands to the top ranks, but there’s one particular soft drinks ad that really stood out. If you were a young teen then, it was like a big JUST SAY NO campaign to peer pressure. Tough, yes. It probably wasn’t targeted to kids anyway, but the message resonated anyhow. Be different. Sarsi's “Angat sa iba” ad is one of the best Philippine TV commercials in my book.
Those good ol’ ads
There are a lot more of those old TV commercials that have left their mark on me and my generation. “Dear Diary, Carlo sat beside me today…” “The beauty of the Philippines comes shining through…” “I can feel it!” The stories TV commercials tell connect with some more than others. Some ads are pure amusement; others impart lasting values. True, commercials sell products, brands and services, and it’s up to you whether or not to patronize them. It’s also up to you whether you want to sit back and enjoy a 30 second story. The good ones engage you. They become part of pop culture. They become a part of your life in one way or another. The ones that stay with you tell one heck of a good story.
Credit: Screencap from ProvillPhilippines’ Youtube video
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