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Company: Philippine Long Distance Telephone Co.
    View Company Scorecard / Contact Company
Brand: PLDT
Ad Title: Mom
Business Category: Telecommunications
Media Outlets: Television
Country: Philippines
Region: Asia
Agency: Saatchi & Saatchi Advertising
Year: 2000
Target: Mainstream
Ad Spotter: Gilbert Aguinaldo
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Theme(s)

Same-Sex Affection

GLBT Punch Line

Theme Breakdown

AdRespect Score: 
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This commercial depicts the mother of Billy, who has moved away, and is now distributing her son's number to women he knew back home in the Philippines.

Several women happily call Billy at all hours of the day and night to ask about his marriage plans -- apparently they were either Billy's ex-girlfriends or friends.

The final phone call comes from Joey, who simply cries into the phone, implying a personal crush or love.

This ongoing campaign started out with a rather neutral and inclusive approach to Billy's possible bisexuality and his gay admirer, Joey. However, following ads showed Billy and his fiance being greeted at the airport by Billy's mom, and a crying Joey at a distance, banging his head on a pole -- a depiction with much greater angst.

The latest installment shows Joey becoming a malicious, jilted lover who spreads vicious rumors about Billy's bride-to-be. The gay community has become angered by the turn of the story but PLDT says it was an attempt at humor and would not pull the commercial.

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Best Man
Company: Philippine Long Distance Telephone Co.
Brand: PLDT
Country: Philippines
Region: Asia
Year: 2001, 2000

AdRespect Score:


Rumors
Company: Philippine Long Distance Telephone Co.
Brand: PLDT
Country: Philippines
Region: Asia
Year: 2001, 2002

AdRespect Score:

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