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“Basta” or why the RC Cola ad does not need your interpretation

By L.S. Mendizabal

I will not say how the ad goes because if you have been on social media the past week, you know the one. You’d also know that it has caused quite a stir among netizens with their reactions ranging from “Brilliant! Genius!” to “This is gross!” preceding an emoji that’s about to puke. If you don’t know what I’m talking about, just google “RC Cola Commercial” and proceed at your own risk.

Full-blown reviews, analyses of and speculations about the ad have been circulating on Twitter and Facebook, and boy, are they some of the most entertaining, ridiculous things I’ve read in a while after Panelo’s speech for Duterte’s birthday. But what does the viral commercial really mean according to its creators? Gigil Advertising Agency co-founder Herbert Hernandez explains that they wanted to convey “a mother’s unconditional love.” “The mother poured her all for her [adopted] child. Even if they are not related, she loves him,” he says in an interview with ABS-CBN News. Um, okay.

Some who actually adopted or were adopted didn’t get this particular message from the ad, saying that it made a joke out of the social stigma that comes with adoption, with others also pointing out an undercurrent of colorism in it (the adopted kid was portrayed by someone with darker complexion and textured curly hair). I happen to think that being offended by this commercial is completely valid and inevitable. Clearly, the ad, despite what its creators may tell us, was designed to shock, provoke discussion, possibly enrage some people and generally sell the product. Whether we like it or not, it has succeeded in its objectives. We probably won’t be able to look at a bottle of RC Cola (and our mothers) the same way ever again. And I bet more households are now going to be reminded of it come merienda time. With its lower selling price compared to its competitors’, why not?

Then again, why do people drink soda, instant coffee or beer in the first place? Why do we have to choose from a hundred brands of canned food? Why do we whiten our teeth—and as a matter of fact, everything—or want the next technology in phones and cars? The commercial’s tagline, “Basta!” seems to justify all our “needs” as dictated by consumerism.

The viral ad and other bizarre TV commercials of late bring fetishism of commodities here in the Philippines to the next level, a whole genre of the ludicrous and the occasionally disturbing. Expect more “shockvertising” and rage marketing in the coming months, akin to popular TVCs in Japan and Thailand. Fresher, more creative, out-of-the-box ideas will flourish and compete for our money in exchange for products we don’t even need.

Since most of the advertising these days is online, middle class Generation Z seems to be the biggest target audience. These kids practically rule the Internet, sharing memes, trolling one another, engaging in online “bardagulan,” and some such. There’s no limit to the weirdness they are capable of absorbing. After all, this is the generation that invented “Hakdog,” an expression that means literally nothing and merits no logical explanation.

It seems that the joke is lost on those who dare read deeper meanings into the RC Cola ad. We are so taken aback by its graphic, horror-like qualities that we fail to see the sexism in traditional, more visually pleasant TVCs where it’s suggested that a mother should aspire to smile all the time in the midst of hardships, immaculate in appearance, her hair perfectly coifed, always at her husband and children’s beck and call; or the exploitation in ads that depict farmers and workers creating their products to be absolutely blissful beings, thanks to good ol’ Filipino spirit of resilience and an optimistic Eraserheads song playing in the background.

Sex and sexism sell, so does resilience porn. Surrealism seems to be the next frontier for local advertising. I’d be lying if I said that the RC Cola ad’s irrational dark humor didn’t make me laugh. But more importantly, it also gives me hope that we are indeed at the cusp of the dying of late capitalism. Ah, basta! #

References:

Abellon, B. (2020). “From the makers of the viral RC Cola ad”. ABS-CBN News. Retrieved from https://news.abs-cbn.com/ancx/culture/spotlight/11/30/20/from-the-makers-of-the-viral-rc-cola-ad-these-equally-goofy-commercials

Cruz, A. (2020). “Some netizens think RC Cola’s new ad is insensitive”. Preen.ph. Retrieved from https://preen.ph/118794/rc-cola-ad-insensitive-netizen-reactions-bn

Regent Foods planning ‘run-away shop’ tactic after Mayor Vico warning, workers say

Regent Foods Corporation (RFC) management is set to implement a “run-away shop” tactic with its threat to transfer out of Pasig City, the snack manufacturer’s striking workers said.

“The Regent management just proved what we have been pointing out since we started our strike and mounted our picketlines last October 16 — that the RFC management will implement a runaway shop and lockout of its plant in Pasig City to get rid of the issues we are raising,” Regent Food Workers Union (RFWU) president Tita Cudiamat said.

Cudiamat was reacting to RFC’s statement that it is now mulls transferring its business out of Pasig City after Mayor Vico Sotto advised the company to rethink its position of filing charges against its striking workers.

“If you want to have a healthy relationship with our city, I highly suggest you rethink your position,” Sotto warned.

“Moving forward, RFC may simply accept its fate that the Pasig City Administration will unjustly make life hard for it and its 400-strong workforce, and contemplate simply bringing its business elsewhere,” the company said in a statement.

Cudiamat however said that RFC’s reaction to Sotto’s warning proves the company’s “illegal” plans.

Labor group Defend Jobs Philippines echoed the strikers’ accusations that RFC implemented a “long  list of unfair labor practices against their workers.”

“For the longest time, striking workers have been airing out and complaining about the management’s attempt of runaway shop, lockout, union busting, unfair labor practices, contractualization, low wages, unpaid benefits, and violations of the workers right to union and strike,” Defend Job Philippines spokesperson Christian Lloyd Magsoy said in a statement.

Magsoy defended Sotto who also raised funds to allow some of those arrested, including a bystander, to post bail last Monday.

“No amount of defensive statements and baseless attacks against Mayor Vico can justify the long-drawn hardships of Regent workers for almost three decades of existence of this company,” Magsoy said.

Both RFWU and Defend Jobs Philippines warned the RFC management to brace itself for countercharges they plan to file in several legal venues the company’s “unfair labor practices, abusive acts…and the violent dispersal” last November 9 that also injured several workers.

“Instead of lying and spreading fake news and charges, the RFC management must focus in addressing our legitimate concerns. If they will remain firm in fabricating lies and stories, then we have no resort but to fight back in whatever legal and just means possible,” Cudiamat said. # (Raymund B. Villanueva)

Regent Foods products

BPO workers reveal companies refused to evacuate during Monday’s quake

A group of call center employees criticized business process outsourcing (BPO) companies for refusing to allow their employees to evacuate during Monday’s strong earthquake that shook parts of Luzon, including the National Capital Region.

The BPO Industry Employees’ Network (BIEN) called the attention of BPO companies to ensure that workers’ lives and safety are their top priority during emergencies.

“We are shocked and appalled upon receiving reports from BPO workers themselves that their companies did not evacuate them during the earthquake,” BIEN said.

“Keeping business as usual in the midst of this life-threatening situation is not only illegal; it is utterly inhumane,” the group added.

A 6.1 magnitude earthquake jolted Central Luzon and Metro Manila around 5PM of April 22.

At least 16 have been confirmed dead in Zambales and Pampanga provinces, including workers of a grocery that collapsed in Porac town.

A 6.5 magnitude earthquake also jolted Eastern Visayas Tuesday, April 23, at 1:37 PM that was also felt in Central Visayas, the Bicol Region and parts of North-East Mindanao.

BIEN reminded industry players to adhere to occupational guidelines in times of natural disasters to keep workers safe.

The group also called on the government to enforce the new occupational safety and health standards law, Republic Act 1105, and penalize companies who have violated the safety standards putting workers’ lives at great risk.

The group did not name the BPO companies in its statement.

“Given the risk of an aftershock and effect of quake on infrastructure, we urge the government and companies to consider suspending operations until buildings and offices are declared safe,” BIEN ended. # (Raymund B. Villanueva)

‘Mas gusto pang magbayad sa security’

“Ang kapitalista, mas gusto pang magbayad sa mga militar, sa mga pulis, sa mga security kaysa bayaran yung mga manggagawang pinakikinabangan niya.”—Nenita Gonzaga, Vice President for Women, Kilusang Mayo Uno