JOHN Lloyd Cruz gives blankets to schoolchildren of Sagay Island.
It’s been seven years since John Lloyd Cruz made us all melt with his “Ingat” (take care) reminder in Biogesic’s TV commercials. Although his fans wish that Loydie himself can take care of them, his famous ad is the next best thing.
This year, the analgesic brand launched a new campaign to give deeper meaning to the word ingat, “Ingat na Damang-Dama, Sa Bawat Kumot Ipalaganap.” Under the program, they deliver blankets to far-flung communities.
The team also partnered with Yellow Boat of Hope Foundation, a nongovernment organization (Thank God, it’s not bogus!) that helps communities around the country where children swim across rivers and streams to go to school.
Recently, John Lloyd, along with some volunteers, went to Sagay Island in Negros Occidental to spread cheer. “When we say ‘ingat,’ we don’t just mean ‘take care,’” JL points out. “It also means we care. So, aside from the blankets and medicines we distributed, it was our presence that mattered.
“We traveled a long way to reach Sagay but the warm welcome made it worthwhile. When the parents shared with me their anxiety every time their kids swam in the sea to go to school, I was moved. These kids are heroes. It made me realize that we should not take our blessings for granted. It was an inspiring and humbling experience.”
Loydie and his team intend to bring the mission all over our 7,107 islands. Whether it’s low tide or high tide, they will bring good tidings.
Here’s more of my tête-à-tête with the heartthrob endorser whose ad has lessened our headaches and pains. Gone are the days of yakap-sul and kiss-pirin. Now’s the time for “Loydie-gesic.”
If your life had a tag line, what would it be?
My life is my prayer.
How does your girlfriend, Angelica Panganiban, make you feel her own kind of “ingat na damang-dama?”
She never fails to give me her full support 24/7. She makes everything beautiful. We are each other’s “blanket.”
What are the things you take into consideration before endorsing a product?
Trust and confidence in the product play a big part in the decision-making. I have to be sure that I can best represent the brand, as we both try to achieve its mission. I’m lucky that all endorsements [I have made] have evolved into great partnerships. We have been complementing one another for years now. Things seem to be looking brighter than before.
How has the brand’s nationwide outreach program served as a wake-up call for you?
Actually, I’ve always been aware and concerned. Not too many people know that, for many years now, my mom and I send deserving students to college. Medyo marami na rin kaming napa-graduate. It’s very fulfilling! In due time, I intend to put up a foundation. But for now, the concept of a foundation overwhelms me. Gusto kong pag-aralang mabuti para ang matulungan namin ay ’yung karapat-dapat. It kind of reminds me of what’s going on in our country now. But we must remember that we are not the system. We are just part of the system.
What’s next in line for you?
I’m slated to do a sitcom with Toni Gonzaga, and I’ll be shooting a movie with Richard Gomez and Dawn Zulueta.
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PERSONAL: Congrats to my palangga friend Boy So of my fave hideaway, La Carmela de Boracay, and my dear amiga chef, Pauline Gorriceta-Banusing, for the well-deserved Galing Ilonggo Award. Aside from batchoy and inasal, they are the pride and joy of Iloilo, too. Tuod na ya!