Napoleon’s 15-year-old brandy radio commercials titled "Ginagabi" and "Nakatikim ka na ba ng kinse anyos?" billboards had been the subject of complaints by party-list Gabriela, the Movie, Television Review and Classification Board (MTRCB) as well as the Archdiocese of Manila for their abusive content.
In a letter dated March 3, AdBoard executive director Oscar Valenzuela directed the Sinson Lascano Group, the advertising firm handling Napoleon Brandy ads, to immediately pull out all advertising materials for the 15-year-old brandy after the AdBoard’s policy-making body unanimously decided to recall the brandy campaign’s "clearance to air."
"We believe the time has come for you and your client to react positively to all these unfavorable publicity by pulling out all your advertising materials for the brand. Doing so will manifest your client’s sensitivity as a responsible advertiser," the letter said.
Women’s group Gabriela lauded the AdBoard’s prompt action to their complaint, saying it was a breakthrough victory for women.
Malou Turalde Jarabe, Gabriela deputy secretary general, said the move of the AdBoard "was a good sign, manifesting that a more responsible and gender-sensitive advertising in the future is possible."
"It is very reassuring to know that the advertising industry can now regulate itself," she noted.
Jarabe said they expect the Sinson Lascano Group and Destileria Limtuaco, makers of Napoleon Brandy, to immediately heed the order of the AdBoard or deal with their protest actions and a possible boycott campaign against the brand.
According to her, members of Gabriela and other private individuals will not hesitate to take part in a boycott campaign against Napoleon Brandy, as well tear down their posters and billboards should the advertising firm and the manufacturer fail to immediately comply with the order of the AdBoard.
"We are likewise demanding a public apology from Napoleon Brandy for their offensive treatment of women in their advertisements," Jarabe said.
It can be recalled that Gabriela, in an open-letter to the AdBoard last week, pointed out that the theme of the Napoleon Brandy advertisement was "very offensive to women and girls" due to its double-meaning which insinuates that men are more admirable if they have tasted or sampled a young woman or a girl — a 15-year-old."
Gabriela said the advertisement "clearly capitalizes on the unequal status of men and women in the family and in society, thus encouraging and perpetuating a backward, decadent and macho culture that breeds violence and abuse of women and girls." has as a catch-phrase: "Nakatikim ka na ba ng kinse anyos?"
"This, the group pointed out, "is very offensive to women and girls" due to its double-meaning which insinuates that men are more admirable if they have tasted or sampled a young woman — a 15-year-old."
Gabriela said they have seen the "kinse anyos" billboards of the product scattered in various areas in Metro Manila. Commercials are also being aired by AM stations.
In the radio ad, a wife confronts her husband after she finds out that he was lying about working overtime at the office, and that he was supposedly involved with a 15-year-old. But the wife was later appeased after being told that her husband was merely "involved" with the 15-year-old brandy. – With Mike Frialde