Philippine Long Distance Telephone Co./PLDT, Mom

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.