Blabbermouth11: A Semiotic Analysis on San Miguel Beer’s TVC: Sabado Nights

San Miguel Beer TVC 1995: “SABADO NIGHTS”

In 1995, one of the country’s leading alcoholic brands, San Miguel Beer, produced yet another memorable television advertisement entitled “Sabado Nights”. It starts off with a young Paolo Abrera, who is sporting a leather jacket, shows off his sports car, and gears up for a Saturday night out with his date, Cutie del Mar. As they enter the pub, cliques who are probably in their mid-20s are seen partying the night away with a few drinks and good laughs. Later on, Cutie, Paolo’s supposed date leaves him to socialize with another dapper gentleman. He then just rubs it off and continues to enjoy his beer while maintaining his suave demeanor. Eventually, a gorgeous woman wearing a black curve-showing dress, in the name of Ina Raymundo, enters the club and stuns the people with her beauty and irresistible sex appeal. She sits beside him and starts to mingle and exchange suggestive eye contacts with Paolo. This proved to be a great night for the lead character because while he was left alone by his original date, he gets a better replacement who obviously shows a flattering body and a confident personality. The commercial ends by showing three bottles of San Miguel Beer and flaunting its slogan, “Kahit kailan, Kaibigan”.

On a literal sense, with all the elements put together as one, you could get an impression that the commercial suggests on how Saturday nights should be well spent. But, when you unveil all the signifiers present, you would be able to discover deeper connotations and associations towards a country’s culture, beliefs, principles, and behaviors. The advertisement, first and foremost, showed a lot of implications on how the youth in the 90s have shifted paradigms in their values and attitudes which eventually lead to a new way of living in the present. It demonstrated new trends which became the starting point of new practices that are currently observable and readily accepted. Generally, the text depicted a liberated youth as compared to the previous years. It contained various symbols which suggested different descriptions of how the new generation behaved in terms of social gathering and everday behaviors. Some of which were directly stated, while others were implied and left the audience to analyze and disclose their probable meanings. While it only presented a relatively new way of spending a Saturday night, a lot were divulged to illustrate the youth of the 90s in relation to their changing ideals, customs and traditions.

First, the commercial began by establishing a mood to support its rock star theme. The leather jacket, the convertible, and the rock and roll jingle all worked together to create a first impression and eventually sustain the whole feel of the advertisement. More importantly, these variables, which are obviously western trademarks, introduced the youth of that era. It described how individuals were highly influenced by globalization as it was evidenced by their choice of fashion, music, cars and over-all presentation of themselves. Socially speaking, it implies a lot of changes in ideals especially of the youth as opposed to the past because, coming from an oppressed era, these individuals are now given the freedom to choose their identity without someone dictating to them norms and rules. It showed how they were slowly liberating themselves from conservative tradition by slipping away from practiced customs in order to create a new brand of the Filipino youth. Thus, these signifiers suggest that the Filipino youth of that particular decade were creating a new culture that is highly patterned with the global trends in order to keep up with the new ideas of the changing world. More importantly, the youth were braver than ever to express their choices and practice their freedom of choice.

Secondly, a change in the external presentation suggests also a new way of thinking and accepted values amongst Filipinos. The next symbol illustrated in the text was the direct presentation of the new pattern in relationships during the 90s. In the past, Filipinos were accustomed to chaperonage, however, in the 90s, a new trend sprung out which they termed as “dating”. It’s a less formal and stricter way of getting into a relationship which eventually became as the more acceptable way of courting. This was shown when Paolo Abrera picked up his date and didn’t even bother to go down from his car to greet the parents of the girl. This was another trend which deemed to be slowly being tolerable. This proved to be significant because while some elders didn’t approve of this new system, the media then affirms its status among the youth of the new generation which ultimately influence younger generations. Accordingly, that small action promoted a change of tradition which eventually became the acknowledged custom. In addition, infidelity as well as “collect and then select” concept were shown when the supposed partners ended up with different individuals. It just showed that during this decade, relationships were more spontaneous and the need to meet more people before finding the right one was the new pattern in courtship. Clearly, another development in social codes materialized.

Also, the advertisement presented the emerging roles of women of the present. When Cutie del Mar who wore a moderately conservative dress left his original date to socialize with a new gentleman, it symbolized how women became more assertive, expressive and confident with themselves. Also, scenes such as long eye contacts and flirtatious laughs supported the probability of the change. Filipinos in the past were used to men making the first move especially in courtship, while women act with finesse characterized by class and poise. Yet in this text, it was clearly shown how a lady could be the one to introduce herself without fearing to violate social norms. The white and elegant dress described how women in the past behaved, reserved and well-mannered. Yet, her actions spoke of liberal and new ideals and values. Hence, women during that era allowed herself to be one with tradition while at the same time freeing herself from the Maria Clara image which has long been observed. While it has not been accepted completely, Filipinos have become more open-minded with the idea of women making the first action. Moreover, scenes of women drinking beers were quite monumental during that time because for the first time, according to spot.ph, ladies were actually seen patronizing the product which was obviously wasn’t practiced before. Stereotypes were erased as new breeds of women surfaced in the 90s which lead to a series of tolerable acts in the present.

When Ina Raymundo entered the scene, there were frames which focused on her curvaceous body and perfectly formed buttocks. One might question the necessity of such exposures, yet sadly, it has already be an accepted practice. Women in alcoholic advertisements have long been used as objects to create awareness for the brand. Since men are usually the target audience of these products, advertisers sought the need for goddess-like ladies to be present in these commercials. While there are a number of women movements who protest against explicit practice, it has long been part of the system which in turn, became a unobjectionable tradition.

Lastly, the presence of alcohol itself connotes a lot of different interpretations. Alcohol as we all know is a substance that could cause a lot of health and social problems especially when abused. Yet, society continues to patronize them because of the fact that these commercials, for instance “Sabado Nights” associate them to the concept of socializing, fun, and companionship. The slogan, “Kahit kalian, kaibigan”, changed the way people view alcohol. Because of this ad, as well as those others, alcohol is now part of the system by readily relating these drinks with entertainment without acknowledging the trouble it might cause. Undeniably, in this particular commercial, the brand entices the audience to spend Saturdays nights partying with alcohol. With this, it began a trend of late-night gimmicks in various bars drinking the night away which is rampant even up to the present. Hence, the new age group was referred to by some sociologists as the “club generation”. Also, it makes people feel that with alcohol, you become more attractive, cooler, and more confident as shown by Ina, a hot girl, sitting beside the guys holding the beer. One instance that illustrated this connotation was when a bottle of beer was raised, while simultaneously, the singer of the jingle uttered the word “Cool”. Again, it suggests that alcohol adds up to the “macho image” and thus, equalizing the brand to better self-presentation and becoming more sexually attractive to the opposite sex.

To sum it all up, “Sabado Nights” which is now considered to be a classic, became one of the most remarkable commercials in Philippine media because of its courage to present new realities and starting points in the country’s culture. With the youth as its target audience, it created a new lifestyle which stimulated and accepted intolerable acts of the past. But all the more, generally speaking, it spoke of greater meanings as it tackled social changes that could be attributed to lack of parental influence because of changing demands in society and economics as well as the strong influence of mass media to the general public in relation to the rise of the Digital Age. It challenges one to reflect upon the benefits or disadvantages of the shift in values in connection with the technological, social, and political developments. The implications of the symbols illustrated in the advertisement suggest a permissive youth as evidenced by their choices. Thus, we are left to be critical about the consequences of these transformations because whether this proved to be glorifying or degrading to the culture, it would undeniably affect the preservation of the identity of Filipinos of the present and the future.

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