Shekinah Jedidiah Alima 

Renamed “Gil Tulog Avenue” street signs, part of a melatonin supplement campaign by Wellspring Company, have sparked controversy and were quickly condemned by the family of the late Senate President Gil Puyat.

Photo Courtesy of Rappler.

Victor Puyat, son of the late senator, expressed his disappointment in a handwritten letter to Rappler, criticizing the company’s disrespect.

“What has happened to our sense of respect for each other?” Puyat wrote. 

“Our name is not to be violated for financial, political, or any other reasons.”

On July 26, the unauthorized signs were promptly removed by Makati Mayor Abby Binay, who stated that the campaign did not follow the proper procedures required for altering historic street names.

She also addressed the issue, clarifying that her office was never approached for a permit for the advertising campaign.

“It is unfortunate that the request for a permit for the so-called advertising campaign to change the street signs of Gil Puyat Avenue did not reach my office. Kung dumaan man sa’kin ‘yan, rejected agad,” Binay explained.

The mayor condemned the disrespect shown towards the late Senate President and apologized to his family.

“Humihingi ako ng paumanhin sa ating mga kababayan at sa pamilya ni dating Senate President Puyat. These signs have been taken down on my instruction,” she said.

She also highlighted the potential confusion and inconvenience the unauthorized signs could have caused for motorists and commuters.

“Dapat inisip ang kaguluhan na maaaring idulot sa mga motorista at komyuter,” the mayor added.

On Friday, the Puyat family filed a legal complaint against Wellspring Company with the Ad Standards Council (ASC) of the Philippines.

In an exclusive letter to the ASC, a copy of which was sent to Rappler, Victor expressed outrage at the advertisement, saying that their entire clan was disrespected.

“This is a total disrespect to my father [Former] Sen. Gil Puyat and to our family,” he wrote.

Response to the backlash

Wellspring Company issued a public apology via social media, stating that they are “acknowledging their insensitivity.”

“We deeply apologize to the family of the late Sen. Gil Puyat for the harm and offense that the campaign has caused them. Rest assured that there was no intent to besmirch and disrespect his legacy,” the company wrote.

They also extended apologies to the citizens of Makati and Binay for their advertising campaign.

“We also would like to extend our sincerest apology to Makati Mayor Abby Binay and the people of Makati for this misstep,” they added.

The late Gil Puyat served as a senator from 1951 and led the Upper House from 1967 to 1973.

He was recognized as “Business Leader of the Year” by the Business Writers’ Association of the Philippines in 1948 and “Civic Leader of the Year” by the Association of Red Feather Agencies in 1949.