The advertiser’s dilemma: to boycott or not to boycott Willing Willie?

Monday, 04 April 2011 08:53

Written by Resti Reyes. Jr.

There are actually three boycott campaigns being waged online: the first is asking people to stop watching the show and thereby bring down its ratings – and presumably, consequently lose its advertisers, and eventually therefore get pulled off the air. This is manifested in the many statements of indignation, concern, and outright disgust over that particular March 12 episode of Wiling Willie. Facebook is full of them and most are centered on Willie’s person, as someone has been exploiting the poverty of the masa audience – how they will go to any lengths just to get a crack at earning a few thousand pesos from his show. Celebrities like Monique Wilson have thrown their support behind this campaign.

The second boycott is directed at the advertisers – it is asking them to pull out of the show to signify their disapproval of the show and its controversial host. This is embodied in the manifesto of Dennis Garcia. It has two parts: first, it asks advertisers to boycott the show, and second, it asks consumers to boycott the advertisers who will not boycott the show.

The first one has now reached the point where Willie Revillame is facing a possible child abuse charge from no less than the Department of Social Welfare and Development. DSWD Secretary Dinky Soliman wrote to TV5 Chairman Manny Pangilinan to express her concerns. MTRCB Chair Mary Grace Poe Llamanzares has also expressed concerns about that March 12 segment featuring the macho-dancing six-year-old, Jan-jan, following numerous complaints received by her office. The Commission on Human Rights (CHR) has also weighed in, issuing a statement condemning the episode.

But it is the second one that has gained some traction and is now the more interesting development to watch: Jollibee, the new owners of Mang Inasal, has announced that it is pulling out its ads from the show. This would be the first such official action taken by the private sector advertiser community. An earlier decision by advertiser CDO was reportedly rescinded and the company continues to run its ads on the show Willing Willie. Private citizen John Silva wrote to Jollibee CEO Tony Tancaktiong to personally thank him for making that decision. Click here for the full story: http://showbizandstyle.inquirer.net/breakingnews/breakingnews/view/20110402-328948/Fastfood-chain-suspends-ads-on-Willing-Willie

In the advertising community, Susan Dimacali and Matec Villanueva have taken a stand in support of the boycott. In contrast, Lito Pangilinan, (BoyP to friends) expressed the opinion that there could be more to this than meets the eye. He mentions a possible network wars angle, which was substantiated by stories cited by Willie himself, saying some people presumably from a rival network, had approached Jan-Jan’s family enticing them to take a harsher stand against Willie. That did not happen, and instead, the family reaffirmed its support and loyalty to Mr. Revillame.

That last item brings in the next point of this discussion: a third boycott campaign is in fact being readied, albeit for the moment it is merely a threat, but having been expressed by the man himself, this would be a major, major counter-threat. The Willing Willie camp has issued its own threat of a boycott by its loyal followers. Its legion of fans composes the masa consumers who are precisely the same target consumers of the products of the show’s advertisers. If the advertisers withdraw their spots, then Willie would unleash his dogs of war. His followers would then boycott the products of these advertisers.

As we said last week, this issue is not yet over. So far we only have the first official action from the advertiser community. There are about 18 more brands involved and they will all have to make a decision sooner or later whether they will heed the calls for a boycott or not, threatened with the boycott call of Dennis Garcia – at the same time weighing the risks because they are also threatened by a counter boycott by Willie’s fans. Here’s that list again:

1.    Jollibee’s Mang Inasal
2.    CDO Funtastyk Young Pork Tocino
3.    P&G’s Head & Shoulders
4.    UFC Cook & Dip Catsup
5.    Oishi Cookies
6.    Smart C Drinks
7.    Unilever’s Rexona
8.    Pepsodent
9.    Vaseline
10.    Surf Liquid Detergent
11.    Glutamax Face Cream
12.    Pau Liniment
13.    Yakult
14.    Technomarine
15.    Daily Spell fragrance
16.    Protec-Cee
17.    Foton Automobile
18.    Manny Villar’s Camella Homes
19.    Cebuana Lhuillier

For perspective, let’s look at a similar dancing six-year-old from another TV show. Dancing six-year-olds are not unique to the Philippines. Here’s a comparable video from the Ellen Degeneres Show: