Diaper ad slammed for ‘distorting history’


CEBU CITY—It wasn’t funny.

Mayor Paz Radaza of Lapu-Lapu City has demanded an apology from the makers of a brand of disposable diaper to pull out their television advertisement that mocked the historic Battle of Mactan.

She also demanded that the advertisement of EQ diapers be pulled out because it was “grave insult to (Lapu-Lapu residents) and to the Filipinos in general.”

“As a good corporate citizen, they must help preserve the lessons of history and promote our country’s culture and heritage, not mock it with crass commercialism,” she said in a statement.

The EQ Diaper commercial portrayed Portuguese conquistador Ferdinand Magellan bringing a box full of diapers for “Lapu-Lapu’s son” as a sign of friendship when the Spaniards landed in what is known as Mactan Island.

But Lapu-Lapu’s wife objected because the diapers offered by Magellan were of low quality. Instead, she presented EQ Diapers. Lapu-Lapu raised his sword and said Magellan was not a true friend. He then challenged Magellan to face him in battle at Mactan.

Radaza, however, was not amused by the advertisement.

“Distorting history and making the Battle of Mactan look funny on TV is a lame attempt to promote a product,” she added.

Radaza said she was disturbed when she heard young children talking about the television advertisement and considered “it as a true reflection of history.”

She stressed that Datu Lapu-Lapu, together with at least 1,000 of his men bravely faced swords, crossbows, guns and canons of the Spaniards and won the famous Battle of Mactan.

“The victory of Datu Lapu-Lapu and his men serve as a fountain of pride for us Oponganons. As a people, we must always preserve and respect our culture and heritage. As a people, we must always be proud of our history,” she said.

Over a decade, Radaza said the Lapu-Lapu City government has been commemorating the Battle of Mactan with a reenactment every April 27 in an effort to preserve and promote their culture and heritage.

When she took over as mayor in 2010, she said they expanded the commemoration of the Battle of Mactan by organizing a Kadaugan Street Party so the youth would be proud of Lapu-Lapu’s heroism and bravery because “at one time in our history we won and was victorious against foreign invaders.”

“I call on our legislators to pass a law declaring April 27 a public holiday so that as Filipinos we can all together commemorate a victorious event in our country’s history.”

The mayor, apparently, is not alone in her sentiments against the commercial.

There is an online petition started by Balbino Guerrero, renowned tourist guide in Cebu who holds a major in history.

The online petition is posted on www.change.org, which calls on JS Unitrade, the distributor of the diaper, to stop the airing of the diaper commercial because “it presented a twisted history” and “it gives the youth a wrong impression of Lapu-Lapu.”

It has 133 supporters as of Thursday morning.

One of the petition’s supporters considered the commercial an insult not only to Cebu but the whole country as well.

“Lapu-Lapu is a hero and I believe that he doesn’t deserve this kind of publicity to this generation. This is totally bad advertising,” Margarette Joyce Garcia said in her post.

Elizabeth Griffins, who made a post from France, said the commercial was a “very wrong marketing strategy.”

Another supporter, Abelardo Alix of San Diego, California, wrote in his post: “You’re shameful and you are disrespectful of our race.”

Jonha Revesencio of Iloilo City noted that the TV ad “sends a wrong message to a generation who’s starting to forget the history.” He added that if the misleading advertisement continues to air, the future generations might think it would be alright to distort the history.

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  • John Sulayman

    Geez, have a sense of humor. I’ve seen much more offending ads than this.

  • gryzyxwoz

    They should lighten up. Imagine if the ad had been about diarrhea or sanitary napkins! What we should worry about are real revisionists who seek to rewrite history to support their political agenda.

  • mad_as_Hamlet

    * * * * * * * * *
    Some Filipinos’ twisted sense of values, misplaced virtues, and cute concerns are simply appalling. I am referring to Mayor Radaza and her like.

  • jojo webmail

    i agree.. lapu lapu should be respected, the philippines honor lapu lapu in its one-centavo coin, btw.

  • Kristoffer Atienza

    Mayor Radaza, I guess your premise lies on education of your children’s localities. While I respect your views, I think children – in school – should be taught that there are different types of comedies and this goes under being “Farce”. Bakit natin pagaaksayahan ng panahon ang isang patawa?

  • kismaytami

    Geez. But, had the Spaniards with Rajah Humabon tried to establish ties with Lapu-lapu or offered him a pot of gold, the Battle of Mactan would never have taken place. I’m not trying to discredit Lapu-lapu for fighting for his territory. But he was once called ‘mangatang’ or pirate for ordering his men to loot ships passing by Opong Island.

  • Simon Ward

    Sounds like a fun ad. I’ll have keep an eye open for it!

  • penoy2012

    The TV Ad did not offend our heroes and history. Sa ginawa ng Mayor, lalo lang lalakas ang benta ng EQ diapers. Namululitika lang si Mayor. Filipinos honor Lapu-lapu and the victory at Mactan, even with that kind of funny ad.

  • wawa2172

    Mayor Radaza is just onion skin, Ok na bay, maka lingaw ang ads sa EQ. There is no truth is adverstising thus you do not have to worry about it. A politician like you would just say its politically motivated when an item against you see the headline or a page sa news.

  • WeAry_Bat

    Low Quotient…talo pa ng mga bata.

  • catgotmytongue

    Seriously? I am appalled by the mayora’s reaction to a tv commercial. Rather than dwell on a non-issue like this patawa commercial, the mayora should focus her energies on real and hard issues such as the state of children’s education in her municipality. Is she eyeing a re-election this May 2013? I don’t know but I haven’t heard her reacting when a Philippine Senator wrote a memoir distorting Martial Law history.

  • Keith_P

    If the children who saw that ad truly believe that the portrayal is what actually took place in history, and they can’t differentiate fiction from fact, then there is something wrong with the schools under your jurisdiction, Mayor.

    Perhaps you should devote your efforts on that instead of this ad which is obviously not intended to be taken seriously.

    • Don Dee

      You will be surprised, a lot of Pinoys still think that the Banawe rice Terraces is the eighth wonder of the world … NOT TRUE … there are only seven … well okay true, but only in the sense that Sharon is indeed the megastar.

  • calipso_2100


  • buttones

    I suggest the mayor get a sense of humor- the advertisement is not a history lesson, and might I suggest she attend to the appalling pollution of ’her’ overcrowded smelly city- it’s a mess… silly woman!

  • AlexanderAmproz

    Lapu Lapu lampposts and shabu business is more shameful than anything else.

    A bad Karma for the Radaza family should be on the way.

    Who will mind a brand of disposable diapers ads more than the daily constituents miserable life run by the Radaza ?

    Mactan development is a human failure run to favor very few while drowning others in a dire poverty.

    Tv ads can’t be worst than the History fake text books used for a smelly propaganda entertaining ignorances.

  • kilabot

    what about yoyo villame’s song about lapulapu and magellan, aber?

  • Dawn Dare

    Lapu-lapu wasn’t a hero. Magellan was Humabon’s pawn. Lapu-lapu was just defending Mactan against Cebu.

    Mayor Radaza should get his distorted history right.

  • PacKo MayMouth

    Psychologies believe that children start to process and retain information as early as the age of three.

    Television is a very powerful medium of public information and can be seen everyday and by all ages, including toddlers. But well of course (in this case), with constant parental guidance and proper education, any negative perception that they had will surely be changed and they will learn that Datu Lapu-Lapu and Magellan weren’t fighting about baby diaper. However, it will leave a mark in their minds that heroes can easily be ridiculed.

    The message was, heroes can not be mocked.

  • lennonpaul

    its election time folks.

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