WAWAM! and angelica panganiban at The New York Times blog

WAWAM! and angelica panganiban appears in a blog in The New York Times.

check it out and join the discussion:

http://freakonomics.blogs.nytimes.com/2008/07/23/freak-shots-theres-no-kanye-pill/

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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 :

http://the-wawam-file.blogspot.com/search/label/angelica%20panganiban

what the marie france print ad reminded me of

i immediately remembered angelica panganiban when i saw that marie france print ad - a side by side tummy comparison, much like the side by before and after comparison exposed in the internet on what kinds of miracles photoshop can do to a woman's body. photoshop is a much better alternative and a sure thing than a vicky belo. i needed to look at the marie france print ad very closely several times just to make sure that wasn't angelica panganiban in the marie france print ad.

who says advertising can't be fun?

more on this angelica panganiban miralce work: http://the-wawam-file.blogspot.com/2008/03/truth-in-advertising-miracle-worker.html

truth in advertising : the miracle worker called photoshop

for marketing reasons unknown to man, alcoholic drinks in the philippines have followed what seems to be a tradition of printing calendars for the next year featuring scantily clad actresses. i doubt if it has any impact on brand building or if its able to sell more cases beacuse of the calendars but i think they do it just because its a tradition and they need to earn additional agency commissions before the year ends.

ginebra san miguel featured angelica panganiban for the 2007 calendar. unfortunately, someone leaked to the internet pictures of angelica during what appears to be a fitting session for the bikinis that she eventually wore during the actual photo shoot. more than that, an enterprising internet dude came up with side-by-side photos of angelica, showing her in all her swimsuit glory, a hilarious, yes, also pathetic display of the before and the after miracle of the photoshop for us to see what happened to truth in advertising.

i hope the ad agency fired the agency person who took angelica's pictures before the photoshop. and i hope ginebra fired the ad agency who did these calendars.

what is the lesson here? BAN CAMERAS DURING SWIMSUIT FITTINGS AND PHOTO SHOOTS! chuckle!

this is a classic DOUBLE WAWAM!


double click the pics to view much larger pics:

her fingers are saying something - she seems nervous. so that's how this beauty shows her nerves!

the two men behind angelica must be artists in the ad agency. my bet is they are measuring the length of the straps of the bikini top as they eventually replaced the yellow straps with see through plastic ones. those two men have such a great job!

behind angelica is probably angelica's assistant covering her back with what appears to be a small blanket. that makes us wonder what it is that angelica is covering with her hands on her behind, something the assistant was also trying to cover.

angelica surveying herself in this yellow number. disappointed? sad? thinking of the next weight reduction program she needs to take after the photo shoot?

kudos to the photoshop artist - brilliant work!

new post on this topic, read here: http://the-wawam-file.blogspot.com/2008/07/wawam-and-angelica-panganiban-at-new.html