LBC's 'spelling bee' TV ad pulled out


Posted at May 22 2009 08:00 PM | Updated as of May 23 2009 04:00 AM

A television commercial that showed a child misspelling the word “remittance” in a spelling bee has been pulled out.

Javier Mantecon, marketing director of delivery and remittance company LBC, said he has instructed their advertising agency to discontinue airing the LBC TV ad after receiving a letter of complaint from the Department of Education

Mantecon said LBC ”values the education of the Filipino youth and highly regards the efforts of the Department of Education in raising educational standards in the country.”

The LBC ad showed students in a spelling contest who spells the words “remittance”, "affordable” and “instant” as "L-B-C.

The Department of Education earlier urged LBC Express Inc. to replace its television advertisement that has reportedly drawn “negative reaction from public for conveying a wrong message."

In his letter to LBC president Santiago Araneta, DepEd Secretary Lapus said there are other positive approaches that can be used to promote company recognition. “The method used in this particular LBC advertisement may have unintended adverse consequences on the education of young televiewers,” Lapus said in his letter.

The DepEd head sent letters to both the president of LBC and the chairperson of the ADBOARD regarding the concern.

In his letter to ADBOARD chairman Charmaine Canillas, Lapus said that the particular LBC commercial “would certainly not contribute” to the education of the young students.

Although the DepEd respects the advertiser’s right to promote its product or service, Lapus said “this type of advertisement would tend to confuse young viewers.”

Lapus added “Mass media, particularly television, exerts a very strong influence on the minds of the young.”