The 4As, an association of ad agencies in the country has suspended for one year Gigil ad firm over what it described as offensive commercial for Belo Medical Group.
THE Association of Accredited Advertising Agencies of the Philippines (4As Philippines) has slapped a one year suspension on Gigil Advertising Agency after it reportedly produced an insensitive ad material for Belo Medical Group.
Gigil has been known for their bizzare and creative advertising campaigns that capture their audience in an atypical humour.
Unfortunately, their idea for this pandemic-themed campaign took the wrong turn.
The controversial ad that was investigated for the Belo Medical Group which was released last August 10.
The ad titled “Pandemic Effect” shows a conventionally attractive woman whose appearance changes, in an apparent time lapse, while seated on a couch and watching pandemic-related news.
It was very evident in the commercial that the woman was developing dark under eye circles, gaining noticeable weight, extra hair in some body parts, and noticeable blemishes and acne on her face.
According to the investigation conducted by 4As, they found the ad in violation of certain terms in their code of ethics.
For the duration of the suspension, Gigil will not have access to special rates and discounts given to members of 4As of the Philippines.
It is expected that after a year of serving their suspension, Gigil will be reinstated into its membership with the 4As.
In response to the decision announced by 4As, Gigil responded with a post in their Facebook account. The statement read:
“GIGIL has received the recent decision handed down by the 4As. We respect and abide by it. We acknowledge that alongside the unexpected thinking that comes with our work, we must always be mindful of sensitivity and respect,” they said.
As a closing statement, the agency added. “We also assure all that this does not in any way hamper our ability to represent and deliver work for clients. Our business continues.”
Tags: #Belo, #Gigil, #4As