What’s the fuss about Angelica?

This is the story of the huge Angelica Panganiban billboard that you and I will never see near Rockwell in Makati City.

But first a backgrounder: Last July 4, the ABS-CBN Publishing Inc. released the maiden issue of Maxim Philippines, featuring erstwhile sweetie-pie Angelica Panganiban "unwrapped" on the cover. Founded in the UK in 1995, Maxim boasts of a worldwide readership of 14 million, with 33 editions in 44 countries. The Philippines is the eighth Asian country to publish Maxim, after Hong Kong, Singapore, Thailand, Indonesia, South Korea, China and India.

Maxim is owned by Dennis Publishing (UK) which also publishes Stuff, Blender, Evo, Fortean Times, Viz and a host of other computer-related titles.

"It took us three years to negotiate with Dennis Publishing for a Philippine franchise of Maxim," said Rafael A.S.G. "Apa" Ongpin, assistant general-manager of ABS-CBN Publishing Inc., in an exclusive interview with Funfare.

Because it’s the Maxim Philippines’ maiden issue, ABS-CBN Publishing, Inc. wanted to drum it up by, among other "gimmicks," putting up a huge Angelica Panganiban billboard on the Bench space near Rockwell in Makati City. Angelica is a Bench endorser so the billboard was intended to work both in favor of Maxim and Bench.

But, woe of woes, ABS-CBN’s best-laid plan went awry all because the Adboard put its foot down on the billboard which the board deemed much too bold. The Adboard first panel said that "(Angelica’s) boobs are too big; her looks are too provocative."

So, according to Apa, ABS-CBN decided to (digitally-)reduce the size of Angelica’s boobs but still, the Adboard second panel still deemed them "too provocative," even if the admonition "Eyes on the road, pare" was placed across Angelica’s "provocative" part to kind of lessen its impact on motorists and commuters alike. No way, said the Adboard.

"We asked the board why it allowed billboards with near-nude male models," said Apa, "and we were told that it’s okay for males but not for females. Teka muna, is there some kind of a double standard here?"

Apa added that ABS-CBN asked the Adboard what it would take for the billboard to finally rise and they were advised to "erase entirely" the "provocative" Angelica from it. What, a blank billboard? So ABS-CBN decided to just forget it.

What the Adboard didn’t know was that Maxim editors (led by Vanni de Sequera, editor-in-chief) had already shrunk Angelica’s boobs which, at 34B claimed by Angelica, according to Apa, "were actually much bigger; they looked so incredible; hindi kapani-paniwala, so we decided to reduce them a bit."

But even without that billboard that you and I will never see, the first issue of Maxim Philippines was sold out, prompting ABS-CBN to reprint more copies, bringing the total maiden circulation to 100,000, only 50,000 short of the (rumored) circulation of FHM magazine which currently rules the market (for male readers).

"Our target," said Apa, "is to overtake FHM in one year. But from the looks of it, it might take us even shorter than that."

In the next breath, Apa hastened to add that Maxim is not a sex magazine.

"It’s patterned after the American edition which features no nudity at all. If it works in America and other countries," added Apa, "it should also work here."

Now, do the people behind FHM (Philippines) have a reason to worry?

It remains to be seen – with clothes or without!

Brace yourselves for the Westlife

Mark the date: Sept. 4, 8 p.m. And the venue: Araneta Coliseum.

That’s when the Westlife will have its Face to Face in Manila concert, an event fans of Mark Feehily, Kian Egan, Nick Byrne and Shane Filan have long been waiting for.

The concert’s title is derived from the quartet’s new album, Face to Face, which marks the Westlife’s return to the scene that they have dominated for seven years before they went on a respite. The album features all the hallmarks of that reign – classic songs and future standards. In brief, Face to Face finds Westlife doing what it has always been doing best.

That should serve as a "sound off" to Westlife fans for the time being. More on the guys in future Funfare issues.

(Note: Westlife Face to Face in Manila is produced by Viva Concerts & Events. Tickets are priced at P4,500 for patron, P4,000 for lower box, P3,000 for upper box A, P1,000 for upper box B and P350 for general admission. For inquiries, call SM and Araneta Coliseum ticketnets at 911-5555 or Viva Concerts & Events at 687-6181 locals 715 and 620.)

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