GIGIL on controversial ad, #NoToTitaShaming: It was inspired by the story of its founder
In its newest ad conceptualized by GIGIL, Julie’s Bakeshop, a local neighborhood bakeshop chain, wants Tita shamers to stop making aging an issue. The ad was inspired by the story of Julie’s founder, Mrs. Julie Gandioco.
The film titled “Stop Tita Shaming” on Julie’s Bakeshop Facebook page recently went viral after the release of their film in celebration of the brand’s 40th anniversary. To date, the film has garnered more than 3.5 million views on their Facebook page alone, with 22 thousand shares across the platform.
The video starts with two middle-aged women working out in a local gym. A man notices them, and starts to “auntie-shame” the ladies. Auntie Julie comes in and stops him, saving the ladies from the auntie-shamer.
“When you say ‘Auntie,’ it doesn’t automatically mean you’re talking about women who are stuffy and formal. Aunties can be cool and very dynamic,” said Marc San Juan, National Marketing Head of Julie’s Bakeshop. “Our founder, Mrs. Julie Gandionco, was already in her 50s when she decided to start her own bakeshop in Mandaue City, Cebu. Now it’s grown to a network of more than 450 stores all over the Philippines,” he added.
People from all over the world shared their reactions to the surreal film, and commented their support for Julie’s and its efforts to #StopTitaShaming (StopAuntieShaming). Even FilAm drag queen and Rupaul’s Drag Race alum Manila Luzon couldn’t help but chime in on the film’s silliness.
The agency behind the controversial ad is Manila-based agency, GIGIL. An indie established in 2017, it’s also the shop behind the touching Levi’s holiday ad, the crazy RC Cola films, and Netflix Philippines’ campaigns.
Watch the ad to to see how Tita Julie’s stopped a shamer: https://www.youtube.com/watch?v=7fbd3x3m2gw
Aside from funny ads, GIGIL has also helped its clients launch ads that tackle mental health issues, environmental issues, and more. Check out other GIGIL campaigns on YouTube: https://www.youtube.com/channel/UCrlrKGqQqV4XkzfGiri0_tw/featured