Gigil ad agency apologizes to Puyat family for ‘Gil Tulog’ campaign

Gigil Advertising Agency, which was recently under fire for the “Gil Tulog” marketing campaign, on Tuesday released a statement apologizing to the Puyat family as it said that campaign was “immediately discontinued” after causing distress.

According to Gigil, the campaign “resonated differently,” and it has already reached out to members of the Puyat family to convey its regrets and express respect for the legacy of former Senate President Gil Puyat.

“We sincerely apologize to the Puyat family and everyone affected by our campaign,” the agency said in a caption to a Facebook post which contained a statement.

“Our agency will be putting in place more stringent measures to ensure this does not happen again,” the statement read.

Gil Puyat was elected senator in 1951, and was Senate President from 1967 to 1972, when then President Ferdinand Marcos declared Martial Law and shut down Congress.

Victor Puyat, the son of the former Senate President, earlier filed a complaint with the Ad Standards Council for the supposed violation of the council’s Code of Ethics, which provides that “advertisements shall not directly or indirectly disparage, ridicule, criticize, or attack any natural or juridical person.”

“We want Gigil Advertising Agency to be suspended or banned from your council. They have made several ads, when they have been suspended in the past. We hope Gigil will be given due sanction for disregarding your Code of Ethics and Standards,” the complaint read.

Erika Puyat Lontok, the granddaughter of the late Senate President also criticized the campaign as she said “besmirching (her) late great grandfather’s name to sell freaking melatonin is so disrespectful.”

The campaign was made for supplements brand Wellspring, which has already apologized to the Puyat family and to Makati City Mayor Abby Binay for its “insensitivity” in promoting its product.

For her part, Binay earlier ordered the removal of signages that indicated “Gil Tulog Avenue” and apologized to the Puyat family for the issue. She said that the campaign did not reach her office, and it would have been rejected if it did.—RF, GMA Integrated News