Love(teams) Through the Ages

Nothing says Pinoy entertainment than the ever ubiquitous loveteam. Speculated to have begun in the 1960’s, with the likes of Guy & Pip and Vilma & Bobot gracing the screens, it can be said that loveteams have woven themselves into Filipino pop culture.

The original. Bobot & Vilma and Guy & Pip are said to be the pioneers of local loveteams.

Loveteams stood the test of time. Even after over 50 years, they are very much prevalent in the showbiz industry (psychologists even claim that loveteams are exclusive to Philippine showbusiness!). They have also evolved in order to suit the needs of today’s younger audience, all the same providing that familiar feeling of kilig.

The Curation of Stories Thanks to Reality TV

While loveteams are more often than not thoroughly researched and studied by TV producers before officially “launching” them into the market (by means of a new teleserye, no less), the idea of having two non-celebrities “fall in love” and “develop” a budding relationship in front of national television was something that easily clicked with the Filipino audience. Perhaps it was the authenticity that these very “real” loveteams brought that made them really likeable by the crowd. With the popularity of celebrity search contests and Pinoy Big Brother, Pinoy fans now had an avenue to seal the fate of their favorite onscreen tandems. “Text VOTE space NAME OF CONTESTANT and send to 2366” became nearly everyone’s mantra, while punching the keys onto mobile phone keypads in order to save their candidate from elimination. The text vote phenomenon brought audience participation into a whole new level.

Real to Reel? Mark & Jennylyn and Kimerald were products of local reality TV.

Social Media: A Game Changer for Loveteam Stories

Ten or so years later, with the Philippines transitioning to a new title – the Social Media Capital of the World (we were formerly known as the Texting Capital of the World), local showbiz had to make the necessary adjustments. Sure television secured its spot as the most consumed media platform, but the rapid growth of the power of digital is something they shouldn’t ignore entirely. With that, it served as an effective complement to TV, effectively latching onto the multi-screening behavior of Filipinos (i.e. they tweet what they watch). Now, social media serves as a hub for the loveteams’ rabid fanbases – AlDub Nation, Jadines, and LizQuenatics all have their respective groups on Facebook and fan accounts on Twitter.

Digital Homebase. Fans make use of Facebook groups to interact with fellow fans.

They use it as a means to communicate with each other, reminding fellow dedicated fans to show their support for their idols by means of sharing or retweeting posts.

Online people power. The hashtag #AlDubEBTamangPanahon amassed a total of 41 million tweets, breaking the record formerly held by the FIFA World Cup.

Apart from uniting the fans, social media serves as a platform for loveteams to share their more human side, all the more adding to the authenticity audiences love and crave for.

Hey @fans. James Reid makes use of twitter to communicate with his loveteam’s fans, making interaction “realer” than ever.

This adds another dimension to celebrity-fan interaction, transforming fans from mere spectators into integral participants in the loveteams’ stories.

Thought Starters for Brands

  • How can brands make use of their celebrity loveteam endorsers on digital in order to maximize engagement between them and the fans?
  • Can brands establish a strong fanbase similar to that of what loveteams have?
  • How can brands utilize digital to make consumers integral to their brand story?


Psych o’ Clock Habit, DZUP 1602 October 7, 2015 episode
Truth About Loveteams, McCann Truth Study

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