Have you seen Bench’s latest campaign #LoveLocal?
The Bench billboard located at the end of NLEX near Balintawak Cloverleaf, featuring GMA Network stars Derrick Monasterio, Ruru Madrid, and Gabbi Garcia, became a hot topic on social media last week after netizen Kix Panganiban aired his negative sentiments on the ad.
In his Facebook page, Panganiban pointed out that the Bench ad, which aims to support local merchandise, ironically used statements that seem to imply that “the quoted people are not actually well-immersed” in Filipino culture.
His post made on June 13 quickly became viral and gained almost 12,000 likes and more than 1,500 shares on Facebook. It also gathered hundreds of comments from netizens with the same observation.
Although many agreed with his statement, several netizens slammed Panganiban for his comment. One netizen even accused him of criticising “upper class” Filipinos and failing to recognize that different lifestyles exist in the Philippines.
In February this year, the lifestyle brand’s campaign “Love of All Kinds” also made headlines after the billboard of gay couple Vince Uy and Nino Gaddi showing their hands obscured spread like wildfire on social media.
In a statement, Bench admitted that the controversial billboard was neither defaced nor vandalised indicating that the company purposely released the controversial billboard with hands obscured.
Is this another marketing ploy from Bench? What’s your take on this issue?
Featured image credits to Facebook/Kix Panganiban.