Piolo Pascual. His "I love you, Piolo" ad with Sprite became so popular that even up to now, whenever ladies see him in person, they still scream that line.

Cris San Gabriel, casting director for Adformatix Marketing Communications attributes Piolo's successful product endorsement not only to his good looks but also to his charisma and sincerity.

San Gabriels adds, "The guy is a wonderful person. Mabait 'yong tao, totoong tao. When you look at a person, kailangan, when you look into his eyes, nando'n 'yong sincerity."

Marian Rivera. Commercial modeling is not a new thing for the Dyesebel actress since this is the bridge that connected her into showbiz.

Advertisers like Marian as an endorser because of her "masa" appeal. San Gabriel explains, "The effectivity of a celebrity endorser should be based on the impact in the sales of the product they endorse."

Aside from her "masa" image, Marian also thinks that her viewers trust her as an endorser. In an interview with PEP, the young actress said, "Siguro masaya doon sa mga nagtitiwala sa akin sa mga commercials. Kasi dumadami talaga ang [endorsement ko]. 'Tapos ang nakakatuwa, lahat ng ine-endorso kong product, lahat sila nagre-renew ng contract—ang PLDT, ang Sunsilk..."

These are just five of the celebrities who are included in the first half of "2008 YES! List of the Top 20 Endorsers." And the details that we give here are just a tasty spoonful.

Who else made it? How did YES! rank them? Grab a copy of the October 2008 issue, with Dawn Zulueta on the main cover, in magazine stands and bookstores.