| 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"[a] wordplay was released in 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.
Pangako nila… Pagsulong. Pero sa pagbuo ng 1987 Constitution, na Edsa-pwera[a] tayo
Their promise... Progress. But in the drafting of the 1987 Constitution we [Filipino people] were left out.[a]
— Excerpt[1]
The EDSA-pwera advertisement was 60 seconds long.[2] 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.[3] It was first released on January 9, 2024 in various Philippine television channels by ABS-CBN, GMA, and TV5.[4][1]
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.[3] PIRMA said that the concept behind the ad was by their advertising agency.[5] 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 A subsequent investigation also found that PIRMA's registration had been revoked by the Securities and Exchange Commission in 2004 due to non-submission of annual reports and other requirements.[6]
The advertisement was subject to scrutiny in the House of Representatives.[7] Liberal Party president and Albay representative Edcel Lagman found the advertisement "crudely crafted" and "devoid of substance".[2] He alleged that the usage of "ESDA-pwera" in the ad is a way to discredit the People Power Revolution.[8] France Castro of the Alliance of Concerned Teachers questioned if the video was funded by public funds, which PIRMA denied.[8]
