Gigil takes responsibility for Belo’s controversial #PandemicEffect ad, issues apology

August 12 ------ Gigil, the ad agency that created viral online campaigns for RC Cola, Julie’s Bakeshop and Netflix’s “Trese” recently posted a public apology for creating the Belo Medical Group’s #PandemicEffect ad. On their Facebook page, the advertising firm expressed regret for causing distress over the advertisement it created, which documented a woman’s ugly transformation as she dealt with pandemic

stress.

“We were insensitive. We are sorry to the people whom we’ve hurt. GIGIL shares responsibility for the film. We will learn from this, and we will do better,” they promised. It can be recalled that the Belo Medical Group’s recent campaign drew the ire of the public for shaming women who have been dealing with the challenges of the pandemic at the cost of their self- care. The group has apologized for the ad and explained that they did not mean to offend anyone with their campaign. The ad has been taken down amid the backlash.

Source: mb.com.ph