MANILA, PHILIPPINES – With the passing of Antonio “Tony” Gloria on March 24, one of the greatest allies of the Philippine advertising industry on the production side bid farewell. Also known as “Tony” or “Mr. G,” the 79-year-old Tony was the founder and chairman of Unitel Straight Shooters Media, a reliable production house that advertising, television shows, and motion pictures have come to rely on since its founding.
“It is so heartbreaking to post this on my wall,” said Madonna Tarayo, president and CEO of Unitel Straight Shooters. “I never imagined this day will come. I have lost not only the most creative, innovative, smart and honest, and a visionary of a boss, I’ve lost a mentor and one of my closest friends. I will never forget all our conversations, our shared interests, our secrets, our arguments, and our love for the advertising and film industries.”
Among Diliman’s finest
A graduate of the University of the Philippines College of Arts and Letters with a Bachelor’s Degree in speech and drama in 1969, he counted National Artist Wilfrido Maria Guerrero and Professors Emeriti Alejandro Casambre and Consuelo Fonacier among his mentors.
Among Tony’s contemporaries at UP Diliman were former CAL Dean Josefina Angeles-Agravante (1994-1997; 1997-2000), actress Boots Anson (Roa) Rodrigo, and former RPN 9 newscaster & retired UP DSCTA Professor Pat Lazaro.
As a college undergrad, Tony was the first student to direct, produce, and co-write a Speech and Drama presentation at the UP Abelardo Hall in 1968. The original comedy presentation was based on Tisoy, the most popular comic strip in the 1970s by cartoonist Nonoy Marcelo and published in The Manila Times. The SRO play was so overwhelmingly successful that it had to be restaged two weeks later.
Trusted colleague and mentor
“I’ve known Mr. G for 31 years, and that’s also how long I’ve worked with him,” Madonna shares in an adobo Magazine exclusive. “I think more than intersected, Mr. G and I collaborated in many ways. There are aspects of the job that he lets me decide on, but there are also a few things that I continue to defer to him.”
“When he promoted me to CEO, he allowed me to thrive in my own way, run the company in my own brand of leadership, and I appreciate that in him,” she adds. “But throughout this journey, he never left my side. He was always there, cheering me on, or calling me out when he thought I need to discern more.
Producer par excellence
Tony was a supervising producer for VIVA Films for most of the 1980s and 1990s. There, he collaborated with a veritable who’s who of Philippine directors for that period. These included National Artist Lino Brocka for Maging Akin Ka Lamang, Emmanuel H. Borlaza and Leroy Salvador for Bituing Walang Ningning, Laurice Guillen for Init sa Magdamag, and National Artist Ishmael Bernal in the comedy Working Girls.
Perhaps this was not such a surprise as Madonna notes Mr. G was in love with films since he was a little boy.
“Tony ‘Mr. G.’ Tony was more than just a film producer; he was a man of trust, vision, and boundless generosity,” said film director Mark Meily. “Mr. G. was the first to say ‘yes’ to my screenplay for Crying Ladies—a simple word that changed my life forever. That one act of trust opened countless doors, giving me the chance to express my creativity in ways I never imagined.”
After his stint with VIVA Films, Tony would serve as founder and chairman of Unitel Straight Shooters Media Inc. and Unitel Pictures. As an “independent” producer, Unitel Pictures would churn out a series of films that the Movie and Television Review and Classification Board (MTRCB) would consistently award an “A” rating. These included the aforementioned Crying Ladies, Whistle Blower, American Adobo, Inang Yaya, L Visa Loca, Santa Santita, and Isang Himala.
A boss to admire
For someone who interacted with Tony on a daily basis for the better part of three decades, perhaps no one had more insight into how the man was at work than Madonna. “Mr. G had a very good work ethic,” she said. “Very professional, collaborative. He would often tell me, ‘no one can own creativity. Everyone has that in them.’”
“He came to work every day, especially when he was the active President and CEO,” Madonna adds. “Usually, he would go to the cubicles of producers and the CFO just to talk shop. When he promoted me, he would still come to the office and sit across me just to talk about work, people, family, and chismis. I loved talking to him, but when he would sit across me, it was hard to work.”
“To those who don’t know him, Mr G can be intimidating,” she notes. “Some see him as snobbish or snooty. Of course, he has his moods, who doesn’t? But the reality is, I think he was just shy and he took time to warm up to people. Once you got past that, he becomes approachable. Sometimes you think he doesn’t know your name, or doesn’t recognize you, but he does. He just looked tough, but he was really soft-hearted.”
Belief in the independent Filipino filmmaker
Never really turning his back on his filmmaking roots, Tony helped found the annual Cinemalaya Philippine Independent Film Festival in 2005. With an aim to develop and promote Philippine independent films, the festival embodied Tony’s vision for Filipino films, even those with modest budgets.
“For me, Mr. G. was a father figure, guiding my transition from advertising to filmmaking, just as he had once done,” director Meily adds. “Puwede pala yun. He was a visionary—one of the pioneers who showed that independent filmmakers could be more than just independent; they could thrive. He was instrumental in building Cinemalaya to become the iconic festival that it is now.”
Asked what Tony’s impact is on the Philippine entertainment industry, Madonna was effusive in her praise: “Mr. Gloria is an inventive and imaginative storyteller. He is well-rounded and versatile having worked in film and advertising. He has produced award-winning ads and films.”
“His background in both industries eventually led (Unitel Straight Shooters Media) to become a multi-media creative content company doing ads and film series,” she continues. “He was way ahead of his time and this is the reason why Unitel pioneered a few things in the industry that we continue to use. These include the director-producer tandem, the video assist, SMI lights, the phantom camera, motion-control camera, and the virtual set.”
“He has helped the careers of a lot of filmmakers and producers,” Madonna says. “He has helped and collaborated with agencies and clients in building brands, even if it means giving out services and resources for free.”
In 2003, recognizing his significant contributions to Filipino advertising and public relations, the Association of Accredited Advertising Agencies —Philippines (4As) honored him as one of the 25 Mavericks of the Advertising Industry. Two years later, the Creative Guild of the Philippines bestowed Tony with the Lifetime Achievement Award.
Going back to his roots at the University of the Philippines, Tony was also a big contributor to the Nowhere to go but UP foundation that currently funds their athletic teams. There is a persistent air of giving back to what shaped him into the man he would become in Tony’s story. Never getting so big that he would forget where he came from.
Final words of tribute
“Since his passing, people have been texting and telling me about how Mr. G is so proud of me and what I have achieved for myself and the company,” Madonna says in closing. “I don’t hear this from him often and it just overwhelmed me. I am beyond grateful, Mr. G, for everything you have done for me and for others.”
“Thank you for believing in me, especially during the most challenging and difficult times,” she concludes. “Thank you for fighting for me. Rest well, and please watch over us and guide our path so that we can continue to fulfill your dreams. There will never be another you, Mr. G.”
Tributes on Tony poured out on social media after the news of his passing was announced:
“Sad news with the passing of Mr G. He is the founder & visionary of our company, ImmrsvAsia. Apart from bring a business partner, he is a brother, mentor & part of the Miranda family,” IMMRSV Asia President Mart Miranda said.
“He showed us that creativity and entrepreneurship could go hand in hand, proving that artists could build their own futures, just as he did. For me, Mr. G. was a father figure, guiding my transition from advertising to filmmaking, just as he had once done. Puede pala yun. He was a visionary—one of the pioneers who showed that independent filmmakers could be more than just independent; they could thrive. Thank you, Mr. G. Your journey to heaven will need no Crying Ladies—you’ve left behind a legacy of stories, artists, and believers who will carry your light forward,” Crying Ladies director Mark Meily said in a Facebook post.
“UP College of Arts and Letters-UP Department of Speech Communication and Theatre Arts (Speech and Drama) alumnus Antonio “Tony” I. Gloria passed at 79. Mr. Gloria was a revered figure in advertising, television, and film production. Tony Gloria’s legacy includes innovation, creativity, and unwavering dedication to his craft. He leaves a body of productions that will continue inspiring future generations. His passing is a big loss to all who knew him, and he will be deeply missed by friends, family, colleagues, and countless individuals whose lives he touched throughout his illustrious career,” the University of the Philippines College of Fine Arts shared in a statement.
