Gil Puyat

Makati Madness: The Day ‘Gil Puyat’ Took a Snooze!

What happens when marketing goes too far? Makati's street signs faced an identity crisis thanks to a melatonin campaign!

In a bizarre twist that stirred social media into a frenzy, the famous Gil Puyat Avenue in Makati City recently found itself at the center of a controversial advertising campaign. The street was temporarily renamed 'Gil Tulog' due to a marketing stunt by the supplement brand Wellspring, which aimed to promote its melatonin gummies. This led to an uproar among the Puyat family and city officials alike, as they felt the change was not just disrespectful but also an oversight, with city leaders claiming they were not informed about the permit that allowed this alteration.

The uproar escalated when Mayor Abby Binay learned about the street signs that put an unusual spin on such a significant thoroughfare. After receiving backlash from the Puyat family, including Gil Puyat's granddaughter, who labeled the modification as disrespectful, the Mayor swiftly ordered the removal of the signs, stating that the request for the advertising campaign had not reached her office. It seems marketing teams often forget – you don’t mess with tradition, especially when it involves notable family names in the Filipino history!

This incident highlights an ongoing clash between creative marketing strategies and the respect for cultural landmarks. The unexpected street signage change stirred a plethora of memes and jokes on social media, turning the campaign into a viral sensation for all the wrong reasons. Netizens couldn’t help but imagine even more absurd renaming scenarios in the city where streets could be nicknamed after popular fast food items or trendy Netflix series, showing that even in advertising, there’s a line you shouldn't cross.

As the dust settles on this eventful marketing misstep, it’s worth noting how pivotal Gil Puyat Avenue is in Makati — named after a distinguished politician and known for its connections to many important business streets, it remains a key artery in the bustling city. Additionally, did you know that melatonin, the hormone featured in Wellspring’s campaign, is not only used for sleep regulation but has been researched for its potential to help alleviate jet lag? You could say the advertisement really “ruffled some feathers” — or in this case, “gave everyone a snooze!”