IN 1988, Lea Salonga popularized a song that captivated the hearts of Filipinos and became an anthem for many patriotic events at the time. Released in 1988, the song “Tagumpay Nating Lahat,” composed by Gary Granada, resonated with the optimism and spirit of the times, which were not long after the 1986 People Power Revolution.
Liquor company Emperador, Inc. has sought to harness the song’s spirit for its new television commercial.
“The song reflects optimism, hard work and success that is meant to be shared with the whole country, which is exactly the message we want to communicate right now with our market,” Emperador President Winston S. Co was quoted saying in a press release.
According to the same press release, Emperador’s recent acquisition of Fundador Pedro Domecq, Spain’s largest and oldest brandy, made the Filipino-owned company “one of the top investors in Spain.”
Aside from Fundador, Emperador also acquired the brands Terry Centenario, Tres Cepas, and Harveys, adding to the company’s previous purchase of San Bruna S.A., a brandy company also based in Spain.
Last year, the company also acquired Whyte & Mackay Group Limited, one of the largest makers of Scotch whisky in the world.
With its 1,500-hectare vineyard expansion in Spain, the company will start exporting brandy to Eastern Europe, Africa and North America this year.
The new TV commercial, Emperador said, “highlights the brand’s success [at becoming] global.”
The ad features a young entrepreneur planning the design of a community housing project. As the 45-second video pans out, it shows what Emperador described as modern-day bayanihan, with people helping the protagonist build and finish his master plan. The video closes with a celebration of success with Emperador Light, Emperador’s best-selling product in the Philippines.
“Over the years, the Emperador brand has captured its market by emphasizing in its commercials the Filipino success values such as hard work, perseverance, and responsibility, all presented with songs that quite effectively resonate in the minds of the viewers,” the press release read.
