James Lang, Jon Castillo and Paul Diaz ruled the Urban Extreme Sports Challenge held during the Red Horse Beer Pambansang Muziklaban grand finals recently in Pasay City.

Plant officials of beer market leader San Miguel Brewery Inc. (SMB) proudly show the awards they won in the recently held Don Emilio Abello Energy Efficiency Awards (DEAEEA) 2012.

March 2012


Apl De Ap's fly-in stylist fussed over the Black Eyed Peas spike hair with the exactness of a brain surgeon. It's just seconds before the upcoming San Miguel Pale Pilsen milestone TV commercial starts to roll which has brought together the world famous hip-hopping, beat rocking Allan Pineda with Queen of Philippine TV shows and presidential sister Kris Aquino.

It's the first time for Apl and Kris to work together but they seemed to mesh well like the world-class San Miguel Pale Pilsen and sisig, or chicharon, or peanuts. In between takes, Kris would help Apl with his blocking, holding his arm, guiding him to the right camera angle.

And there are the (juicy) stories: Apl told her how he abstained from rice in recent months to shed pounds, Kris confessed how she was on a liquid diet in the last week to also prepare for this TVC.

Not surprisingly, the storyline of the upcoming San Miguel Pale Pilsen TV ad is hugely anchored in Apl's life. It starts with cooking, Apl's favorite past time when he is not in the limelight. (His mom told the story how Apl called her up from London asking for replacement ingredients: he wanted to cook sinigang for Fergie but he couldn't find tamarind in any grocery!) Then, like any Pinoy celebration, the affair ends with a feast.

"Homecoming for me is time with my family, drinking San Miguel Pale Pilsen with my buddies, my cabalen," said Apl, who always make it a point to come home during the holidays or Holy Week.

It's a homecoming of sorts for Kris who last did San Miguel Pale Pilsen TV commercial around seven years ago.

"It feels good to be back with my San Miguel Beer family, and shooting this TV commercial with Apl who has brought so much pride for Filipinos here and abroad," quipped Kris.

Watch out for the much-awaited San Miguel Pale Pilsen TV ad this March. For more of San Miguel Pale Pilsen's exciting campaign, visit www.sanmiguelpalepilsen.com.ph.

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