"YES!" lists down the Top 20 Celebrity Endorsers

by Nerisa Almo
Sep 23, 2008
"Para bumili pa tayo ng mga produkto kahit na may krisis, kailangan mo na may mag-push pa sa 'yo na someone familiar or someone quite credible sa paningin mo. Sino ito? Hindi ito mga politicians. Very rare lang silang maging successful na product endorser. So ang successful endorsers ay 'yong galing sa showbiz," explains Professor Rolando Tolentino about celebrities being effective endorsers.

Through the years, we've seen how celebrities are hired as product endorsers and how that adds to the success of their showbiz career. In fact, some popular stars today—like Marian Rivera, Dingdong Dantes, Isabel Oli, Ryan Agoncillo, and Carmina Villarroel—were first seen in TV commercials before joining the industry.

With all the advertisements we see on television, radio, newspapers, and even billboards, consumers wonder, "How much do these celebrities earn from endorsements?"

In the October 2008 issue of YES! magazine, executives from the advertising industry were interviewed to describe how they choose a certain celebrity, and to explain why consumers oftentimes believe in the statements of these stars in their commercials.

YES! came up with its list of top 20 local celebrities who are always in demand, being effective product endorsers.

"The list you see here is our own," clarifies YES! Editor-in-Chief Jo-Ann Maglipon. "Our list is not writ in stone—this is, after all, a topic wrapped in some pretty serious secrecy—but it is one we stand by. With good reason: ours is an independent list using multiple sources, pursued fairly, and computed with disinterest."

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Now, based on the estimated total income for 2008, we give you five popular names who made it to this year's "2008 YES! List of the Top 20 Endorsers."

Sharon Cuneta. There's no doubt that Megastar Sharon Cuneta will be included in this list. When PEP had its own list last year, she landed on the third spot.

Third Domingo, creative director of Jimenez Basic Advertising, tells YES!, "Sharon definitely is very effective. Do you know why? Because I think she really uses the product that she endorses. I think you can feel it, e. That's the best endorser, if he or she really uses the product the he or she endorses."

Aga Muhlach. This multi-awarded actor has been the main endorser of the number-one fast food chain in the country, Jollibee, for almost two decades.

In an essay written by Prof. Rolando Tolentino, "Si Aga Muhlach at ang Wholesome na Pakete," he explained why Aga attracts advertisers:

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"[Aga is] the gentleman who keeps mum when it comes to controversies; the boy next door that a girl would like to bring home for dinner; the nice type who is well-scrubbed, sensitive, proper, almost shy. These qualities are exactly what advertisers are on the lookout for, particularly if their brand projects a ‘nice' image."

Kris Aquino. She has been dubbed as the queen of product endorsements for having 21 brands attached to her name. In fact, she landed on the No. 1 spot of PEP's Top Celebrity Endorsers of 2007.

Why do advertisers love her?

"Naniniwala talaga ang mga tao sa kanya," says director Domingo. "Talagang 'pag nagsalita na siya, pinapakinggan. 'Tsaka she herself is already news material. 'Pag nakita siya sa TV, usually pinapanood na siya kaagad."

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.

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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..."

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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 theOctober 2008 issue, with Dawn Zulueta on the main cover, in magazine stands and bookstores.

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"Para bumili pa tayo ng mga produkto kahit na may krisis, kailangan mo na may mag-push pa sa 'yo na someone familiar or someone quite credible sa paningin mo. Sino ito? Hindi ito mga politicians. Very rare lang silang maging successful na product endorser. So ang successful endorsers ay 'yong galing sa showbiz," explains Professor Rolando Tolentino about celebrities being effective endorsers.
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