Mr Shooli Makes Hay!!!

Manuel “Jun” Urbano Jr, aka Mr Shooli, is an irreverent, yet deep thinking and socially-conscious comedian whose unique ideas and stories are not just creative and full of laughter, they are always enlightening and thought-provoking as well. He was recently bestowed the prestigious UP Gawad Plaridel Award. This was awarded to him for his outstanding work as a media practitioner, particularly in producing witty, yet powerful messages with the highest level of professionalism and integrity in the interest of public service.

The son of the illustrious national artist Manuel Conde, Direk Jun, as he is fondly called, would make a name for himself creating various quality ads and storylines highlighting the best and the worst of Filipino values. His light-hearted way of enlightening the public, through the use of current social and political issues, provided a refreshing and positive approach to critical analysis.

Among his many popular works, his ‘Mongolian Barbecue’, stands out as his most significant, yet entertaining masterpiece. Mongolian Barbecue was a big influencer, long before the term was coined. It surfaced political issues without spewing hatred towards personalities. Hence, he was able to invite political luminaries, among them former Presidents Fidel Ramos, Gloria Macapagal Arroyo and current Prez Bongbong Marcos, plus other senators, congressmen, cabinet secretaries, etc, to his show.

His brilliant use of political sattire was acceptable to all. He would be hard-hitting, yet he would make sure the punches didn’t hurt to the core. He could poke fun, and yet not sound offensive. His ‘Mongolian’ persona would allow him certain indiscretions or seemingly innocent fumbles, but his funny ways could totally disarm his guests. His secret: “When I tell you your faults through comedy, natatawa ka (you laugh). Iyan ang formula ko! (That’s my formula!)

His equally memorable commercials include San Miguel’s most famous ‘Isang Platitong Mani’ in 1984, ‘Have a Pepsi Day’ in 1976, and the ‘Iba ang may Pinagsamahan’ series also for San Miguel.

But for me, his most compelling work would have to be his heartwarming ‘Kawal ang Tatay Ko’ video which he presented in the late 90s. I was still in the military service then, when I was introduced to this fun-loving guy who had a unique idea on how to bring the Armed Forces of the Philippines closer to the people. I have always struggled over the fact that the Left had always been successful in demonizing the Filipino soldier. Even after the EDSA 1 Revolution which somehow changed the image of the soldier a bit, there still remained a seeming distrust harbored by the people over their brothers in the military service.

One look at his creative concept and I was convinced that it would have a great chance of making a dent. And I promised him I would do what I could to make it roll. The rest is history. The project became a huge success; and the AFP brand started to change, however slowly.

‘Kawal ang Tatay ko’ was a touching story that served to humanize the ordinary soldier. It successfully portrayed the noble work and hardship, the heartaches of a soldier and his family. It was a subtle pinch at the heart, an indirect approach to enhance the image of the soldier. It had a feel-good storyline for which the Armed Forces is most thankful for. And it was Direk Jun’s efforts that played such a significant role here.

‘Kuyang Jun’ – as I fondly call him – and I have remained close friends even after I retired from the service. Once in while, we get a chance to reconnect and rib each other with ribald jokes and all. He remains young at heart despite the years. His quick wit, his easy-going nature, his warm demeanor are his trademark welcome to anyone who meets up with him.

My salute to you, Kuyang, my friend and mentor, my Lodi; as you join the ranks of the great media personalities who have been honored with the Gawad Plaridel Award.

And then I look at the list of previous recipients and I realize all these other guys were serious, ‘kagalang-galang’ type guys. And I wonder: how the heck does a fun-loving, ‘kagulang-gulang’ comedian like you get to rub elbows with this group of respectable, no-nonsense fellows? Must be some Mongolian magic potion, Mr Shooli?

Cover photo courtesy of YouTube. Other photos courtesy of PhilStar, Manila Times, inquirer.net, cbholganza.com.