In July 2024, a bold advertising campaign in Makati went viral for all the wrong reasons. Residents and passersby were taken aback to find that the familiar street signs for Gil Puyat Avenue had been altered to read “Gil Tulog Avenue.” The clever wordplay—using the Filipino term tulog (asleep)—was part of a marketing push for Wellspring sleep supplements, orchestrated by the advertising agency Gigil.
While the campaign was intended to grab attention and spark conversations, it ignited a wave of backlash instead. The family of the late Senator Gil Puyat, for whom the iconic avenue is named, took offense at what they saw as a disrespectful misuse of his name and legacy. Their formal complaint underscored the importance of preserving the dignity of national figures, especially those whose contributions are commemorated in public landmarks.
Makati Mayor Abby Binay was reportedly blindsided by the stunt, having not been informed or consulted about the campaign. Once the issue came to her attention, she swiftly ordered the removal of the modified street signs. “We need to ensure that public spaces, especially those honoring historical figures, are treated with the respect they deserve,” Mayor Binay said in a brief statement.
The incident has sparked a broader conversation about the boundaries of creative advertising. While guerrilla marketing is designed to be edgy and unconventional, this particular campaign is a reminder that creativity must be balanced with cultural sensitivity and respect for public sentiment.
Gigil, the agency behind the campaign, has yet to issue a public apology or statement addressing the controversy. Meanwhile, the story serves as a cautionary tale for advertisers navigating the fine line between innovation and overstepping community values.
The streets of Makati have since returned to normal, but the incident leaves a lasting impression on how advertising can resonate—or misfire—with the public. For marketers, it’s a clear call to tread carefully, especially when working within the context of public spaces and national heritage.
