| Agency | Undisclosed |
|---|---|
| Client | People’s Initiative for Reform Modernization and Action |
| Market | Philippines |
| Language | Filipino |
| Media | Television |
| Running time | 60 seconds |
| Product |
|
| Release date(s) | January 9, 2024 (2024-01-09) |
| Country | Philippines |
A television commercial known for its usage of the "EDSA-pwera" wordplay was released on January 9, 2024 in various television channels in the Philippines advocating for charter change or reform of the 1987 Constitution of the Philippines.
The commercial received criticism after it was perceived to be an attack on the legacy of the 1986 People Power Revolution.
Advertisement
Pangako nila… Pagsulong. Pero sa pagbuo ng 1987 Constitution, na Edsa-pwera tayo
Their promise... Progress. But in the drafting of the 1987 Constitution we were left out.
— Excerpt
The EDSA-pwera advertisement was 60 seconds long. A voiceover proposes that the 1987 Constitution should be amended reasoning that the ordinary people has been left out of the progress since the 1986 People Power Revolution. It was first released on January 9, 2024 in various Philippine television channels by ABS-CBN, GMA, and TV5.
The law firm of Gana Atienza Avisado paid for the ad in behalf of the group People's Initiative for Reform Modernization and Action (PIRMA) who maintains that it was wholly funded privately. PIRMA said that the concept behind the ad was by their advertising agency. The group's lead convenor, Noel Oñate, confirmed that the advertisement cost ₱55 million to make, adding that he had personally shouldered half of its costs. At a Senate hearing, he refused to divulge the names of donors to the campaign, adding that the ensuing controversy led to some of them withdrawing up to ₱28 million in donations. A subsequent investigation also found that PIRMA's registration had been revoked by the Securities and Exchange Commission in 2004 due to non-submission of annual reports and other requirements.
Reception
The advertisement was subject to scrutiny in the House of Representatives. Liberal Party president and Albay representative Edcel Lagman found the advertisement "crudely crafted" and "devoid of substance". He alleged that the usage of "ESDA-pwera" in the ad is a way to discredit the People Power Revolution. France Castro of the Alliance of Concerned Teachers questioned if the video was funded by public funds, which PIRMA denied.
See also
- 2024 constitutional reform attempts in the Philippines
- Historical distortion regarding Ferdinand Marcos
- People's Initiative
Notes
- ^ Portmanteau of EDSA, the roadway associated with the 1986 People Power Revolution and the Filipino-language colloquialism etsapwera or echapwera which means to be "left out".
References
- ^ "'Ridiculously false': Why Pinoys are calling out the 'Edsa-pwera' political ad". InterAksyon. January 10, 2024. Retrieved January 17, 2024.
- ^ Quismoro, Ellson (January 10, 2024). "Here's what Lagman thinks of 'EDSA-pwera' ad campaign". Manila Bulletin. Retrieved January 17, 2024.
- ^ Arcangel, Xianne (January 15, 2024). "PIRMA asked to identify financiers of 'EDSA-pwera' ad". CNN Philippines. Archived from the original on January 15, 2024. Retrieved January 17, 2024.
- Relativo, James (January 11, 2024). "Mga grupo kinastigo EDSA-Pwera TV commercial bilang 'pro-Marcos,' 'misleading'" [Groups catigates EDSA-Pwera TV commercial as 'pro-Marcos,' 'misleading']. Pilipino Star Ngayon. Philippine Star. Retrieved January 17, 2024.
- Torres, Sherrie Ann (January 11, 2024). "PIRMA head admits goal to dilute Senate vote in 'Cha-cha'". ABS-CBN News. Retrieved January 17, 2024.
- Torres, Sherrie Ann (February 13, 2024). "PIRMA: Donors for charter change TV ad don't want names revealed". ABS-CBN News. Retrieved February 14, 2024.
- "House probe sought over 'Edsa-pwera' ad promoting Charter change". The Philippine Star. January 10, 2024. Retrieved January 20, 2024.
- ^ "'EDSA-Pwera' ad aired vs. 1987 Constitution". GMA News. January 10, 2024. Retrieved January 20, 2024.