The company responsible for the controversial “Gil Tulog” advertising campaign, which temporarily replaced Gil Puyat Avenue signs in Makati City, has issued an apology.
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Wellspring, the company behind the campaign, explained their intent in a statement on Friday: “It was never our intention to offend anyone. Our marketing execution aimed to highlight the importance of sleep for overall health using wordplay.”
They extended a heartfelt apology to the family of the late Senator Gil Puyat for any harm and offense caused by the campaign. “Rest assured, there was no intent to besmirch or disrespect his legacy,” the statement added.
Wellspring also issued an apology to Makati City Mayor Abby Binay for their “misstep,” committing to greater sensitivity in future campaigns.
Erika Puyat Lontok, the granddaughter of the late Senate president Gil Puyat, publicly criticized the campaign on Facebook: “Besmirching my late great grandfather’s name to sell freaking melatonin is so disrespectful!”
Mayor Binay reprimanded city officials for approving the campaign without proper oversight. “It is unfortunate that the request for a permit for the advertising campaign to change the street signs of Gil Puyat Avenue did not reach my office. I would’ve rejected it if it did,” she said in a statement.
The signage has since been removed by the Makati City government.
Gil Puyat, who was elected senator in 1951 and served as Senate president from 1967 to 1972, passed away on March 23, 1980, at the age of 72.