Brand behind 'Gil Tulog Avenue' signs issues public apology: 'We have learned from this mistake'

The brand that was behind the replacement of Gil Puyat Avenue signs to "Gil Tulog Avenue" in Makati has issued a public apology, noting it was not their intention to offend anyone with their marketing campaign.

In a Facebook post on Friday, July 26, Wellspring admitted that they "made a misstep" in their promotion. "We are sorry."

"We recognize and deeply regret the insensitivity of our execution and we offer our sincerest apologies to the Puyat family, the Makati City government, and the public," it said. "We have learned from this mistake and are committed to doing better."

In its official statement, the supplement brand wrote that it was "never [their] intention to offend anyone" in their execution, which it described as one that "used wordplay to draw attention to the importance of sleep and how it contributes to one's overall health."

It noted that it has taken down all the "Gil Tulog Avenue" signs "after recognizing the insensitivity of the campaign."

"We deeply apologize to the family of the late Sen. Gil Puyat for the harm and offense that the campaign caused them. Rest assured that there was no intent to besmirch and disrespect his legacy," Wellspring wrote. "We also would like to extend our sincerest apology to Makati City Mayor Abby Binay and the people of Makati for this misstep."

The brand noted it's "committed to practice better sensitivity" in their future advertisements.

This comes after photos and videos of the new signs made the rounds on social media on Thursday, July 25, garnering mixed reactions from Internet users. While some joked about Gil Puyat Avenue finally getting a “much-needed rest,” others found it disrespectful to the late Senate President who served in the Senate from 1951 to 1973. There are also some who said it could cause confusion to motorists in the area.

Binay, in a statement released the following day, July 26, said the request to replace the signs in the city did not reach her office and stressed that it would have been easily rejected if it did. According to her, the city officials who granted such permission “should have exercised prudence” and “should have been more thorough.” They have been reprimanded "for this glaring oversight," Binay said.