Why Kris Aquino & Sharon Cuneta are the most popular endorsers

Why is it that ex-presidential daughter Kris Aquino is following in the legendary footsteps of megastar Sharon Cuneta Pangilinan with her ubiquitous images adorning billboards, TV commercials and newspaper ads everywhere? Kris is selling all kinds of products – from corned beef to shopping malls, beer, floor tiles, garments, cell phones, shampoo, bags, shoes, detergents and even dietary supplements.

Sharon, of course, has for years been selling everything for the upscale market and the masses – from hamburgers to canned tuna, cosmetics, feminine wash, luxury ship liner, milk , credit cards and banks.

A friend of mine who is starting a new business called Marco Pizza is nagging me to inquire how much Kris and Sharon charge as celebrity endorsers. Why have they become such phenomena? Both of them are pretty – but definitely not the most beautiful faces or even having the best bodies among our constellation of showbiz stars; they are also not the most talented in acting despite their well-deserved awards. In singing or television hosting, both of them are not exceptionally different from other eloquent talk-show hosts.

So why are they unequalled as celebrity endorsers? My theory is that because Kris and Sharon are well-read, intelligent and honest women. Unknown to most people, Sharon is extremely well-read despite having dropped out of school early due to her early marriage to actor Gabby Concepcion. Once in a bookshop at a posh shopping complex in Hong Kong, I noticed two big boxes of books which Sharon bought and requested to be shipped to her house in the Philippines. Sharon is more intelligent than many of our top political leaders! In almost the same way, Kris is well-read, extremely smart and naturally intelligent.

With these qualities, they are also more mature and discerning. They know how to excel professionally, they do well in live interviews and know how to handle the mass media. They can better plan their lives compared with other pretty-but-forgettable bimbos in showbiz. Since we cannot have everything perfect, the only major weakness of these two women is their past love lives – they have been tragically hoodwinked and cheated by lesser guys.

The second reason behind these pop-culture icons is best explained by Dondon Monteverde, producer and talent manager son of Remy Dy Monteverde and Mother Lily Yu Monteverde of Regal Entertainment. Dondon’s talent Kris Aquino was the superstar at the recent launching of the post-production firm Larger than Life, Inc. in Makati City, which he co-owns with movie theater mogul Ng Meng Tam’s son Marcus Ng. When I asked why Kris is still very credible as an endorser despite past scandals and other crises, Dondon immediately replied, "Because Kris Aquino is very honest; she is what you see. Honesty is very important for credibility."

I am comforted by the thought that this republic of ours still has some glimmer of hope, that we are not totally hopeless. Now I can teach my nephews to grow up to be upright and honest in the face of politicians who shamelessly cheat and lie their way to the top. Whatever lapses of judgment Sharon and Kris have committed in the past, they have not compromised their integrity on half-truths and lies – they are honest with God and with the public who look up to them.

Tell all the children that honesty is the best policy and cheaters win only hollow victories. People who cheat or lie their way to stupendous wealth, political power or fame will eventually be made accountable not only to the public, but to history and to God. Teach our kids that the end does not justify the means, that integrity is part of character-building, that cheating in exams, business, taxes, marriage or in elections is immoral, unchristian and unconscionable!

Truth is the bedrock of a civilized society, truth is the strong foundation of any true democracy, only the truth shall set us free. And in the case of Kris Aquino and Sharon Cuneta, it is also not their glamour, looks, talents, sex appeal, eloquence or even their first-class brains which make them phenomenal and well-loved in the hearts of the people, but their lifelong and unerring devotion to truth.

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