On July 25, the Gil Puyat sign was changed to “Gil Tulog,” making waves on Filipino social media. Despite the sign’s comical aspect, it did not sit well with many people, who felt that road signs should be treated with respect.
It then turned out that it was a marketing stunt by Wellspring, a brand that sells Melatonin gummies. Yes, it did gain attention from people, but at what cost?
Earlier this morning, Makati Mayor Abby Binay confirmed that the marketing stunt was actually unauthorized. She emphasized that it did not reach her office and that the city officials who issued the permit should have exercised prudence as this can cause chaos not only among motorists but also among commuters. As of this writing, the altered road signs have already been removed.
Social media users took to the comments to share their thoughts about the viral sign being taken down.
One user wrote, “Maraming salamat Mayora. These people did not even try to google the name. Gil Puyat was the former Senate President. Hindi man lang nila naisip kung ano mararamdaman nung mga kamaganak at ginagawang katatawanan yung apelyido. Sino ba yang ‘Marketing’ na nag pagawa niyan? Mapag sabihan [Thank you so much Mayor. These people didn’t even try to google the name. Gil Puyat was the former Senate President. They didn’t think about what the relatives would feel and made the last name a joke. Who is the ‘Marketing’ that got that done? Let me reprimand].”
“Gil Puyat dating Senador, tatay yan ng dati kong amo si Mr. Victor Puyat. Kung ano man ang ginawa nyong pakulo bilang advertising marketing gimik hindi pa rin dapat, ginawa niyong katatawanan yung tao hindi niyo nirespeto. Salute kay Mayora [Gil Puyat former Senator, father of my former boss Mr. Victor Puyat. Whatever trick you did as an advertising marketing gimik you should not, you made fun of the person you disrespected. Salute to the mayor].”, as written by a second user.
A third user wrote, “Sana may maparusahan dito sa nangyari na ito. At ilabas nyu kung sino ang gustong mangulo sa Makati. Hindi naman papayagan ni Mayor iyan. Ginawang katawatawa [I hope someone will be punished for what happened. And bring out who wants to mess up Makati. Mayor will not allow that. Making it for laughs].”
The Philippines has seen several problematic marketing stunts, including Skin White’s ad that suggested having tanned skin was a problem, Snow Caps’ billboard that directly targeted ‘morenas,’ and more recent ones such as Taragis’ scripted April Fools’ stunt and Mendokoro’s ‘Ramen Weather’ campaign, to name a few.
This controversy shows the need for greater sensitivity and awareness in marketing strategies. As brands navigate the fine line between attention-grabbing and respectful advertising, it’s crucial for them to consider the broader social implications of their campaigns.
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