The advertising firm Gigil, which created the contentious "Gil Tulog Avenue" publicity stunt, has responded to the controversy, stating that they are now using "stringent measures" to ensure that it doesn't happen again.
The stunt occurred on July 25, where street sign Gil Puyat Avenue in Makati City was renamed to “Gil Tulog Avenue", as a pun on the words "puyat," which means "sleepless," and "tulog," which means "sleep."
Netizens were confused rather than amused, with many asking for clarification on the alleged abrupt "renaming" of the road.
Recognizing the issue
The ad agency's statement said that they "recognize the issues caused by our recent campaign" and that, in response to the negative feedback, they quit the Wellspring campaign right away.
“Even as all the necessary permits and clearances were secured, our approach had resonated differently and so the campaign was immediately discontinued,” it read.
Gigil continued, saying that they contacted the Puyat family to apologize and show their respect for the memory of the former Senate President Gil Puyat.
"Our agency will be putting in place more stringent measures to ensure this does not happen again,” they said..
Mayor’s reaction
Makati City Mayor Abby Binay stated in a statement released on July 26 that the campaign's permit had not reached her office.
“It is unfortunate that the request for a permit for the so-called advertising campaign to change the street signs of Gil Puyat Avenue did not reach my office. Kung dumaan sa akin yan, rejected yan agad.”
In addition to creating confusion, the moniker "Gil Tulog" was disrespectful to the memory of Gil Puyat, the last Senate President before martial law was imposed in 1972, she said.
