Earlier today, July 30, Gigil Advertising issued an apology on their Facebook page regarding the controversial ‘Gil Tulog’ street sign campaign.
The agency wrote, “We sincerely apologize to the Puyat family and everyone affected by our campaign.”
“Understanding the distress the project caused, we have personally reached out to members of the Puyat family to convey our regrets and express our respect for former Senate President Gil Puyat’s legacy,” their statement continued.
They ended their statement ensuring that they would be doing the necessary measures and wrote, “Our agency will be putting in place more stringent measures to ensure this does not happen again. Thank you for your understanding.”
Social media users took to the comments to share their thoughts about the agency’s apology.
One user wrote, “Thank you for showing accountability. A reminder for all of us that, what may be legal is not always moral. Hopefully, we can maintain regards to culture, heritage and important figures who shaped our society. More so, even find avenues to advocate for what they symbolize, and integrate their contributions in various campaigns as a form of preservation and propagation.”
A second user wrote, “Gigil is a cool creative agency, with a wit that is truly Pinoy. I hope that this episode opens conversations on how to balance creativity with advertising that hits heart and home. Tuloy lang, gais! [Keep going on, guys!]”
This incident serves as a crucial reminder of the importance of cultural sensitivity and accountability in advertising. By acknowledging their oversight and committing to more stringent measures in the future, Gigil has demonstrated a willingness to learn from this experience. It is essential for all creative industries to balance creativity with respect, ensuring that the legacies of influential figures are honored appropriately.
As of this writing, the Puyat family has not yet responded to the apology issued by Gigil.
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