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JC Tiuseco for Gold’s Gym and the hunks of Highland Corned Beef

Let’s compare these two photos. Both of them feature topless male celebrities but in different contexts. The first one is Survivor Philippines Season 1 winner JC Tiuseco and 2010 Miss Universe 4th runner up Maria Venus Raj for Gold’s Gym.

JC Tiuseco and Maria Venus Raj for Gold's Gym billboard (personal photo)

I think it is just right for Tiuseco to show off his abs in this billboard since after all, the gym he is endorsing has to convince its target market that being one of their members is well worth it. As we all know, membership in so-called “celebrity gyms” usually costs thousands of pesos each month. The purpose of the billboard is clear: be a Gold’s Gym member and you can have the body like that of JC Tiuseco (or Ms Raj). What about this one?

This is a billboard for Highland Corned Beef, a relatively new brand in that product line long dominated by Argentina and Purefoods Chunkee. The five hunks in the billboard are Jake Cuenca, James Younghusband, Paul Soriano, Luke Landrigan, and Angelo Cacciatore.

A billboard of Highland Corned Beef featuring its hunk endorsers (personal photo)

According to an article in, the five were chosen because they represent the “new breed” in their respective fields. Is that so? The real reason might be this: the marketers of Highland Corned Beef know too well that having beefcakes endorse the new corned beef brand will certainly make the latter more attention-grabbing. But in doing so, they fail to note that the endorsers may have overshadowed the product itself.



10 thoughts on “JC Tiuseco for Gold’s Gym and the hunks of Highland Corned Beef”

  1. Anonymous says:

    prospective customer: Woooow…a parade of nice men…. niiiice….eye candies……..

    marketer: so will you buy the corned beef sir?

    prospective customer: what?! what corned beef?!!


    1. markpere2010 says:

      Hey! You made me laugh with this one. Thanks for sharing! Too bad you didn’t mention your name. 🙂

  2. Sony Fugaban says:

    Oh you’re absolutely right on your commentary on the the first billboard. On the other hand, I care less about the second one. No offense, bro!


  3. markpere2010 says:

    It’s alright. Haha. This is just a humor post, anyway. Haha. Hope you read the first comment. That got me laughing. 🙂

    1. Sony Fugaban says:

      I did … and it got me LOL. 🙂

      1. markpere2010 says:

        Not surprising. Haha

  4. tsismoso lang says:

    Agree! The Corn beef has nothing to do with these men and they really overshadowed their product.

    1. markpere2010 says:

      Makes me wonder how the product is doing in relation to its competitors.

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