MANILA, Philippines – Growing up before there were iPads and smartphones, we had little else to do than watch TV. It is a small wonder that certain TVCs have become indelible in our minds—able to rustle up a flurry of memories with a single note. With unforgettable jingles and creative plot twists, some of the most classic Filipino commercials highlight the things that make Filipinos great: Humor, camaraderie and a sense of community.
Truth be told, many of these were made for everyone’s favorite golden brew, San Miguel Beer. Over the years, the brand has signed on some of the most celebrated endorsers of any generation. Memorable taglines such as "Iba ang may pinagsamahan,"“Kahit Kailan, Kaibigan,” and "Itaas Mo!” talk about not just friendship, but also another great Filipino value, malasakit.
Below, a #throwback to some of the most epic San Miguel Beer TVCs in recent memory:
Screen legend Fernando Poe Jr.’s TVCs were veritable short films that upheld themes of patriotism, courage and honor, and were reminiscent of his own epic and action-fueled movies.
FPJ starred in a number of San Miguel ads featuring the classic “Iba ang may pinagsamahan” tagline; however his most memorable one remains the TVC launched to celebrate the brand’s centennial.
Apo Hiking Society
Some of the best-loved and catchiest jingles ever heard were from the delightful trio of Jim Paredes, Danny Javier and Boboy Garovillo—known collectively as the Apo Hiking Society. This includes “Bilmoko” and “Siboom,”which ran under the tagline “Iba ang May Pinagsamahan.”
In 1995, the pivotal “Sabado Nights” made its debut; taking the entire country by storm thanks to a catchy track, and making stars of then-unknowns Ina Raymundo and Paolo Abrera.
“Sabado Nights” came at just the opportune time, right when the “Girl Power” movement was taking off. Despite having just a few moments on screen, Raymundo showed that she was perfectly cast as the embodiment of San Miguel Pale Pilsen’s new breed of core drinkers: the confident and fiercely independent modern Filipina.
The Pinay-proud TVC for Pale Pilsen was where many of us got a first glimpse of Filipina beauties such as Amina Aranaz-Alunan, Cindy Kurleto and Cristina Garcia. An ode to the timeless and multi-faceted beauty of the Filipina, the TVC features the classic line “Baliktarin mo man ang mundo, wala nang gaganda pa sa Pilipina.”
Rico J Puno
At the peak of his career in the 70s and 80s, Rico J. Puno scored several San Miguel Pale Pilsen commercials and became one of the most popular endorsers together with Bert Marcelo. Among his San Miguel Beer commercials, “Mag-beer na tayo!” and “Idaan yan sa bilyaran” would probably be the most memorable.
A young, lithsome Rachel Lobangco starred in the SiBoom TVC with the APO Hiking Society, who once again lent their musical talents to the commercial.
The People’s Champ
“Walang Katulad” greatly sums up the series of campaigns that eight-time world-boxing champ Manny Paqcuiao has done for the brand. This includes a debut ad featuring showbiz heavyweight Kris Aquino (herself a noted former San Miguel Pale Pilsen endorser) titled “Painom,” and the highly cinematic ‘sparring’ match between himself and Erik Morales in an ad featuring the oft-repeated phrase “Wala kang katulad, Manny.”
Bert “Tawa” Marcelo
He of the raucous, high-pitched laughter which earned him the “Tawa” moniker; Marcelo was a long-running endorser of San Miguel Beer—from the 70s all the way to the 80s. The headliner of a series of comical TVCs including “Boss,” “Bruno” and “Pulutan,” (which also starred sports greats Flash Elorde, Amang Parica and Jockey Eduardo), Marcelo’s ‘everyman’ persona was the perfect foil for a decades-long campaign that harped on product quality (“O…anong sarap! Isa pa nga.”) friendship (“Mag-beer muna tayo”) and unity (“Sa San Miguel Beer nagkaisa!.”).
Asian superstar Jet Li also became part of the San Miguel pool of world-famous endorsers with “Great Beer.” It is the brand’s most ambitious and high-flying TVC to date. The partnership with Li included support of the actor’s The One foundation.
Did any of these nostalgic commercials trigger any memories? Share with us your favorite San Miguel Beer commercials in the comments section below. – Rappler.com
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