Metro Manila (CNN Philippines, February 1) — Subway Philippines on Thursday apologized for its controversial commercial video following netizens’ backlash for its supposed objectifying undertone.
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In a statement shared by its public relations company, the local leg of the American fast-food joint said the advertisement “did not reflect our values of dignity and respect for all.”
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“It shouldn’t have been produced and has since been removed. We’re sorry for this error,” it wrote.
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Subway Philippines came under fire for its video promoting its different sandwich options — but using women as a representation.
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It first issued a statement on the matter on Wednesday but did not specifically address remarks that the ad was “misogynistic.”
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“We are overwhelmed with the response to the video we have released on this page,” Subway Philippines said in a Facebook post on Wednesday.
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“The video is intended to connect the variety one gets from Subway®’s three crave-worthy B.M.T.™ options, all made equally delicious,” it added.
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The advertisement featured social media personality Kimpoy Feliciano, saying he prefers being called a “lover boy” rather than a “playboy” as he is currently “madly in love with not one, but three.”
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The video then cuts to a split-screen of three different women with the letters B, M, and T, which in the end were revealed to mean “biggest, meatiest, and tastiest” referring to its sandwich options.
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“This Subway ad reeks machismo. Why use women to compare different sandwich options? Ganito pa din ba ang tingin ng ibang lalaki sa mga babae? [Do other men still look at women this way?] I like Subway but this isn’t clicking for me,” one netizen said.
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“Hindi ako babae at hindi rin naman ako sandwich but bakit feeling ko ang lakas ng ‘women as pieces of meat’ undertone nitong video? [I’m not a woman and I’m not a sandwich either, but why do I feel the strength of the ‘women as pieces of meat’ undertone in this video]” said another. “[It’s] not about Kimpoy. it’s about how this campaign’s messaging seems to celebrate male machismo and objectify women.”
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“There is nothing good about this ad. It fails at all levels. It looks at women as sandwiches and glorifies multiple partners, women being the objects,” a netizen’s tweet read.
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Gabriela Women’s Party also expressed concern over the advertisement, saying that Filipinos have a long way to go in terms of portraying women in the media.
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“We would like to remind Subway that women are not pieces of meat. The advertisement reeks of sexism and misogyny. It is deeply offensive, triggering, and insensitive, especially when many Filipino women continue to experience various forms of sexual violence and abuse,” Rep. Arlene Brosas said.
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