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VIDEO | Lapu-Lapu (the city) beats back Magellan spoof commercial for EQ diapers means BUSINESS

LAPU-LAPU CITY, Cebu - The Lapu-Lapu City Government has won its battle against a television commercial for a diaper brand that spoofs the famous Battle of Mactan on April 27, 1521.

Lapu-Lapu City Mayor Paz Radaza announced the victory after the Ad Standards Council (ASC) and Advertising Board of the Philippines (Ad Board) recalled the clearance for the airing of the EQ diaper commercial.

Radaza, who led the battle against the ad, thanked the Ad Board, the ASC, and the National Historical Commission for acting promptly on the city’s request.

In the EQ Diapers ad, Mactan chieftain Datu Lapu-Lapu challenges Portuguese explorer Ferdinand Magellan to a battle after the latter gave his wife, Datusa Bulakna, diapers of poor quality.

Lapu-Lapu City wrote the National Historical Commission, the Ad Board, and the diaper manufacturer to complain. View the commercial, as posted on YouTube. (Story continues below.)

”I thank the Cebuanos and my fellow Oponganons for standing up with me in denouncing the ad as a distortion and mockery of our gallant history,” she said.

”Without our collective effort to promote with great accuracy our history and to preserve our culture and heritage, we would not have been successful in our endeavor,” Radaza said.

In a letter sent to Ad Board executive director Jones Campus, ASC executive director Mila Marquez said the council received a cease-and-desist order against the EQ Diapers commercial from the National Historical Commission.

Marquez said the letter about the recall of the commercial’s clearance to air will be sent to the Kapisanan ng mga Broadcasters ng Pilipinas and the GMA Network.

McCann Worldgroup, the advertising agency behind the commercial, has been informed of the recall.

The Philippine Association of National Advertisers, which will be given a copy of the letter recalling the commercial, will tackle Lapu-Lapu City’s demand for the diaper manufacturer and advertising company behind the ad to issue a public apology.

The Code of Ethics of Advertising states that historical events and national heroes “can be used in advertisements only if presented accurately and respectfully used to promote positive values.”

The city will commemorate the Battle of Mactan on Sunday with a reenactment.

”As we commemorate the Kadaugan sa Mactan (Victory in Mactan), let us embrace the values that the lessons of our history taught us and let us stand proud as descendants of Lapu-Lapu,” Radaza said.