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Jingle Writing: A Masterclass in Catchy, Creative Storytelling
Did you know that the average person hears over 2,000 ads a day? Yet, a catchy jingle can cut through the noise and stick in your mind for years. I have been in the advertising industry for over 20 years as a jingle writer and have worked with top multinational agencies like Ace Compton (Ace Saatchi & Saatchi), McCann Erickson, J. Walter Thompson, and many others to create some memorable jingles in the industry.
Crafting a jingle can be deceptively simple. While they may seem short and sweet, creating a truly memorable jingle requires a keen understanding of music, psychology, and the art of persuasion. I’ve faced countless tight deadlines, often with the pressure to deliver a high-quality jingle in just a matter of days, and sometimes even in less than 24 hours. It’s a thrilling challenge to capture a listener’s attention in just a few seconds and leave a lasting impression.
This intense discipline has honed my ability to craft concise, impactful music. Every note, beat, and chord progression must serve a purpose. By focusing on strong melodies and memorable arrangements and catchy intros, I’ve learned to create jingles that not only entertain but also drive brand awareness and sales.
IBA ANG MAY PINAGSAMAHAN...SAN MIGUEL BEER
In the mid-1980s, I composed and recorded the jingle "Iba Ang May Pinagsamahan" for San Miguel Beer, one of the most iconic and enduring campaigns in my advertising career. At that time, San Miguel Beer, the country's largest media account, had just opened up for bidding to all ad agencies after a 25-year tenure with Philippine Advertising Counselors (PAC), the second-largest agency in the industry.
McCann Erickson reached out to me to join their creative team for the pitch. It was Holy Week in the Philippines, and while most were on break, I stayed back to compose and record a jingle study for the presentation. Armed with storyboards, copy, and creative briefs prepared by the agency, I got to work.
Our pitch won, and the San Miguel Beer account was awarded to McCann Erickson. Over the years, "Iba Ang May Pinagsamahan" became a cornerstone of the brand's marketing strategy, evolving and adapting to different campaigns while retaining its core message of friendship and camaraderie. This jingle became a cultural phenomenon, resonating with millions of Filipinos and solidifying San Miguel Beer's position as a beloved national brand.
The jingle study was recorded in my home studio using a Tascam MSR-16 Multi-Track Reel-to-Reel 1/2" Tape Machine, a Yamaha DX-7 keyboard, and an Oberheim DMX drum machine, with vocals captured on a Neumann U-87 Ai microphone. The vocals for the study, as well as the first TV and radio commercial, were sung by Ernesto "Ernie" Mercado, a former singer of The New New Minstrels and later of the show band "Something Special."
Here is the original jingle study of "Iba Ang May Pinagsamahan"—the jingle that started it all. Lyrics (copy) by Erwin Castillo.
SMB Study.mp4The original jingle study of "Iba Ang May Pinagsamahan" SMB
SMB-APO.mp4After the original ballad version of the San Miguel Beer jingle, many different ad campaigns followed, each with its own twist. For one of these campaigns, McCann Erickson and the creative team in the beer division chose the Apo Hiking Society as the brand's endorsers. The Apo Hiking Society—Jim Paredes, Boboy Garovillo, and Danny Javier—brought their unique charm and sound to the campaign.
Adapting the SMB jingle to fit the Apo’s style was seamless, as I was their musical director at the time and had arranged and recorded songs on several of their albums.
We recorded the rhythm section, horns, strings, and even finger snaps live at Cinema Audio in Mandaluyong, Studio D, on a 24-track, 2" tape, with Dindo Aldecoa as the recording engineer.
I made a brief appearance in the TV commercial—spot me if you can!
Higante -Apo.mp4The client needed a commercial for its SMB Grande brand, so the ad agency asked me to create an upbeat, brassy, fiesta-style jingle for the TV campaign. This lively "HIGANTE" jingle continued to star the Apo Hiking Society as endorsers.
The shoot took place in San Juan, Batangas, where we spent the entire day capturing the vibrant colors, the energetic crowd, and the delicious food of the festive atmosphere. One of the "Higante brothers" in the shoot was my friend and batchmate, Don Escudero, a talented production designer and film director.
SMB-FPJ.mp4After lengthy negotiations, McCann Erickson and San Miguel Brewery secured the King of Philippine Movies, Fernando Poe Jr. (FPJ), as the endorser for San Miguel Beer Pale Pilsen. It was a milestone partnership, as FPJ’s genuine love for SMB made him the ideal representative of the brand.
I recorded several jingles for the FPJ campaign, and "MAGDARAGAT" (Fishermen) was one of them. This commercial perfectly captured FPJ's rugged charm and his connection to the Filipino people. The late Jakiri Camins provided the vocals for this iconic campaign.
FPJ was a perfect fit for SMB—not just on screen but also in life, as he was a loyal SMB drinker. Once, when a different brand was mistakenly placed on his table, he quickly and politely requested its removal, saying he couldn’t be seen with anything but San Miguel Beer.
I was honored to share many drinking sessions with FPJ. Despite his legendary drinking capacity, he was always gracious and good-natured. He once playfully nicknamed me "Llyorie," a unique moniker that only he could come up with.
SMB-SPORTS.mp4The agency wanted a high-energy, outdoor adventure vibe for this SMB - "Iba Ang May Pinagsamahan" action TV and radio ad, so I crafted an arrangement that captured that spirit.
SMB-PASKO.mp4“TULOY ANG PASKO” - SMB with FLORANTE, RICO J. PUNO, BERT ‘TAWA’ MARCELO, & JOCKEY EDUARDO
In the wake of Ninoy Aquino's assassination in 1983, the Philippines entered a period of uncertainty and turmoil. Businesses slowed, and many people were struggling to make ends meet. During this challenging time, San Miguel Beer and its agency, Philippine Advertising Counselors, aimed to create an ad campaign that would bring a sense of hope and positivity, reminding everyone that Christmas was still on the horizon.
The resulting TV commercial, “Tuloy ang Pasko", featured a heartwarming, nostalgic jingle that I composed and arranged specifically for this campaign. Recorded at Cinema Audio, the jingle was brought to life by the iconic voices of Florante, the late Rico J. Puno, Bert ‘Tawa’ Marcelo, and Jockey Eduardo. The campaign’s copywriter, Romy Singson, crafted a message that resonated deeply with audiences.
“Tuloy ang Pasko” went on to win the Creative Guild of the Philippines’ Ad of the Month and was named the 1985 Radio Ad of the Year. It served as a powerful reminder to find hope and joy even in the toughest of times. Whether in times of joy or sorrow, with or without the means to celebrate, the message was clear: Tuloy ang Pasko—Christmas goes on.
Bad Bananas.mp4A TVC Jingle for San Miguel's GOLD EAGLE BEER featuring the iconic Bad Bananas: Christopher de Leon, Jay Ilagan, and Edgar Mortiz.
Purefoods-Jerry.mp4Jerry Codiñera - Purefoods Hotdog
In 1988, I wrote a jingle for Ace Saatchi & Saatchi’s client, Purefoods Hotdog, featuring their basketball power trio: Jerry Codiñera, Alvin Patrimonio, and Jojo Lastimosa. Sung by Rene Martinez, this ad went on to win two Gold Awards at the 1989 Philippine Advertising Congress, marking a proud achievement for the team.
Hallmark.mp4"NO ONE THROWS AWAY MEMORIES" HALLMARK CARDS - NATIONAL BOOK STORE.
In 1978, I orchestrated and recorded the iconic Hallmark Song/Jingle at Cinema Audio Recording Studio. While jingles were typically brief lasting only 60 seconds, the ad agency Ace Compton led by Creative Director Gryk Ortaleza and Copywriter Mon Jimenez, sought to innovate for Hallmark Cards, distributed by National Book Store. Instead of the usual 60/30sec jingles, they decided to create a full-length song. It was sung by Richard Tan. The track transcended its advertising origins, becoming a beloved hit and eventually released as a commercial single.
Mr. Clean.mp4Mr. Clean "Labadami Labango" - Sylvia la Torre
In the mid-70s, I recorded the Mr. Clean "Labadami Labango" jingle for Ace Compton, featuring Sylvia La Torre. We produced multiple versions of the jingle in various dialects, all recorded live at Cinema Audio. .
Ace Compton/Saatchi & Saatchi
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