Home Pvblic Life The story behind Pride's banned 2016 election commercial

The story behind Pride’s banned 2016 election commercial


With the 2022 elections looming just around the corner, an old commercial by Pride Detergent that questions our voting habits has resurfaced.

Called ‘ACS Advocacy Tanong’, the 33-second clip features a group of kids who echo moral lessons imparted by their parents, such as refraining from the act of stealing and killing. The kids then equate these to candidates who practice said immoral actions, asking if these are the type of people we want in charge of our children’s future.

‘Sabi nila, may kandidato daw na kupitero. May kandidato daw na papatay ng tao. Bakit may kandidato na hindi pa handa?’, question the kids.

‘Tanong lang po: Sila ba po ang dapat asahan para sa aming kinabukasan?’

The ad was originally aired during the height of the 2016 presidential elections, which saw President Rodrigo Duterte emerge as the victor.

While the video doesn’t specify names, people surmised that the questions are a shot towards each candidate. Then-Vice President Jejomar Binay faced corruption allegations during his tenure as Makati mayor. Senator Grace Poe, elected in 2013, was seen as inexperienced, and Duterte faced controversies for the ‘Davao Death Squad’.

The Pride commercial itself wasn’t without controversy. ACS Manufacturing Corp, which produces Pride Detergent, is owned by the Supetrans family, who hail from Capiz, the hometown of then-presidential candidate Mar Roxas.

Accusations of favoritism for Roxas hounded the TVC, but Alfonso Supetran Jr. denied that this is the case, adding that many also linked the ‘inexperienced’ tag to Roxas. The ad managed to air during the presidential debates, radio, and Pride’s social media accounts but was later taken down.

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