Procter & Gamble suspends ad placements on Willing Willie after Jan-Jan incident

Multinational firm Procter & Gamble (P&G) has suspended ad placements on TV-5’s Willing Willie after the controversial March 12 episode when six-year-old contestant Jan-Jan Estrada cried while gyrating on the variety-game show, reports

According to the report, P&G’s Corporate Communications, Brand Public Relations released a statement today announcing the suspension of ads beginning April 7, 2011 while authorities are investigating the incident.

P&G’s statement reads (as posted on

"Procter & Gamble strives to advertise on programs that align with our values as a company and our purpose to touch and improve lives. We routinely monitor the media in which our brands’ messages appear and make advertising decisions that meet our policies and achieve our goals. We are aware of the recent incident in the program of Willing Willie and we have suspended advertising on the show beginning April 7, 2011, while the incident is being reviewed and investigated by authorities."


P&G products that have ad placements on Willing Willie include Ariel, Tide, Joy, Downy, Safeguard, Olay, Pampers, Whisper, Pantene, Head & Shoulders, and Rejoice.

On March 29, Willing Willie host Willie Revillame reacted to calls for advertisers of the show to withdraw their support. Revillame said, "’Pag binoycott kami ng advertisers, ’yong mga nagmamahal sa amin, hindi bibilhin ang produktong ’yan (If advertisers boycott the show, people who love Willing Willie won’t buy their products)."

On April 2, Jollibee Foods Corporation (JFC) suspended their Mang Inasal ads on the show and announced the move via Facebook.

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