MANILA, Philippines — Ad agency “Gigil, the mind behind the viral “Gil Tulog Ave.” campaign of wellness supplement brand Wellspring has apologized to the Puyat Family days after the campaign struck a nerve with several officials including the family of former Senate President Gil Puyat itself.
In a statement Tuesday, the advertising agency said they have already reached out to the family of former Senate President Puyat to “convey their regrets” over the viral 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,” the ad agency said.
The agency will implement stricter measures to prevent the stunt from happening again, it said.
Gigil said that all necessary permits and clearances “were secured” prior to the execution of the marketing stunt.
“Even as all the necessary permits and clearances were secured, our approach had resonated differently and so the campaign was immediately discontinued,” it said.
The campaign did not reach another day of rest in the bustling streets of Makati City as it was stripped off by the local government unit of Makati just a day after it went viral.
On July 26, Makati City Mayor Abby Binay said the viral campaign “did not reach her office” adding that it would automatically be declined if it did.
Wellspring likewise issued an apology to the Puyat family on the same day Binay stripped off the signage in the area after recognizing the “insensitivity” of the ad stunt, saying that there was “no intent to besmirch and respect his legacy”
“We deeply apologize to the family of the late Sen. Gil Puyat for the harm and offense that the campaign has caused them. Rest assured that there was no intent to besmirch and disrespect his legacy,” Wellspring said.
The family of the late former Sen. Gil Puyat filed a complaint with the Ad Standards Council last week against Gigil Advertising Agency for its alleged “Gil Tulog Avenue” marketing campaign.
