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just a note for those not familiar with philippine advertising on these types of ad materials.
these are actually large calendar posters that serve as pin up posters, put up in many men's rooms and places where men congregate. these pin up posters have the same functionality and desirability as that of the playboy and penthouse centerfolds with a plus, a calendar.
these calendars are hot items. they are originally meant to be posted in sari-sari stores (small neighborhood retail stores, much smaller than a 7/11) but never reach the intended destination. they are instead given as "gifts" to special customers (and friends) or if you see a salesman's truck in your neighborhood, something you beg for. they are very much sought after like a collector's item.
ginebra san miguel inc. is the largest gin drink distiller in the philippines with ginebra san miguel gin as the dominant leader. in fact, the philippines is the largest gin market in the world, making ginebra san miguel the best selling gin in the world.as posted previously, it is some kind of a tradition for ginebra san miguel and all other local hard liquor brands in the country to produce and release these pin up calendars every year. i doubt if it has any brand equity building or volume generating abilities, it's really just one of those things you do every end of the year to waste advertising money.
all the pin up calendars are the same - they feature the latest sex sirens, the acknowledged sexiest actresses of the current year all dressed as little as possible, in the skimpiest of bikinis or just towels or plants to cover their private parts.
these actresses are called "bold stars" (as in boldly reveal as much flesh, in the nude too) but the weird thing is these actresses don't actually appear in movies. there is no movie industry in the philippines to speak of, very few local movies are produced as most of them don't make money. the philippine audience prefer hollywood movies or free tv.
these "actresses" do their bold poses in men's magazines like FHM. Angelica Panganiban has been in the cover of FHM many times over but all of them before this photo shoot when she still had the body that did not need the magic of the photoshop.
read all posts in WAWAM! on angelica panganiban and ginebra here :
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