Diaper ad taken off the air

The Advertising Board of the Philippines (AdBoard) has pulled the plug on the controversial diaper advertisement which got the ire of Cebuanos for allegedly distorting history and for being disrespectful of the memory of Datu Lapu-Lapu.

Mila Marquez, executive of the Advertising Standards Council (ASC) wrote the AdBoard informing them of the issuance by the National Historical Commission of a “cease and desist order” dated April 19, 2013 which prompted the ASC to recall the EQ diaper advertisement’s “Clearance to Air.”

The advertisement’s producer, McCann World Group, as well as the Kapisanan ng mga Brodkaster sa Pilipinas and GMA Network were reportedly advised to heed the order to stop airing the TV commercial.

The Philippine Association of National Advertisers (PANA) will reportedly be provided copies of the order as well as a copy of the Lapu-Lapu City government’s demand for a public apology from the advertiser.

Lapu-Lapu City Mayor Paz Radaza earlier, called a news conference where she expressed the disappointment with the theme of the TV commercial which she said disrespects the first Filipino hero, Datu Lapu-Lapu, whose dignity and heroism was very much respected by Oponganons.

The TV commercial depicts a supposed preference of Datu Lapu-Lapu and Reyna Bulakna for EQ diapers over the ones offered as a gift by Portuguese explorer, Ferdinand Magellan. The TVC also depicts that the diaper was the cause of the “Battle of Mactan.”

Mayor Radaza thanked the Cebuanos and the Oponganons for standing up with her in denouncing the ad as a distortion and mockery of their gallant history.

“I would also thank the media, bloggers and the netizens for allowing our voices to be heard,” she said.

Radaza added that without the collective effort to promote with great accuracy of Lapu-Lapu’s history to preserve the culture and heritage, they would not have been successful in their endeavour.

“My sincerest gratitude too to the AdBoard, Ad Standards Council and the National Historical Commission for acting promptly on our request.”

“As we commemorate the Kadaugan sa Mactan, let us embrace the values that the lessons of our history taught us and let us stand proud as descendants of Lapu-Lapu,” Radaza said. /Norman V. Mendoza, Correspondent