philippine volcanoes shirtless billboard causes traffic in EDSA
Saw a old news clip in youtube about the Philippine volcanoes rugby team
The 2011 Bench "Philippine Volcanoes" billboard controversystands as one of the most memorable and funny advertising scandals in Metro Manila’s history. The campaign featured members of the national rugby union team, the Philippine Volcanoes, posing in their underwear for the clothing brand Bench Body. These massive, two-story panels were strategically placed in the Guadalupe area of EDSA, a major thoroughfare known for its heavy commuter volume and high-visibility advertising space.
While the billboards were intended to celebrate the athletes' physiques, they quickly drew the ire of local officials and conservative groups. Former Mandaluyong Mayor Benhur Abalos led the charge for their removal, arguing that the "sex-sell" imagery was "offensive" and inappropriate for a public space where children could see them. Furthermore, officials claimed the provocative visuals were a major distraction to motorists, contributing to rubbernecking and worsening the already notorious traffic congestion on the highway.
The irony of the situation was not lost on the public, as many found it humorous that officials prioritized the "threat" of a static image while the actual, systemic traffic crisis on EDSA remained unaddressed. Social media erupted with the sentiment that the billboards weren't the cause of the congestion; rather, the highway was already such a standstill that commuters simply had nothing better to do than admire the view. For many, the focus on "decency" felt like a distraction from the much larger infrastructure problems facing the country.
Furthermore, there was a widespread sense of hypocrisy regarding the sudden outcry. Many supporters pointed out that giant billboards featuring female models in bikinis had been a staple of the Manila skyline for decades without similar government intervention. By targeting the Philippine Volcanoes who were national heroes at the time for their international rugby victories officials were seen as stifling a rare moment of athletic pride. Instead of finding the ads offensive, many commuters joked that the "man candy" was a welcome relief that made the gruelling daily gridlock slightly more bearable.
The attempt to censor the ads backfired, giving the rugby team more global publicity than the brand could have ever bought. Even the players themselves were amused by the drama, noting that in a city with so many deep-seated social and economic challenges, a few athletes in their briefs should have been the least of anyone’s worries. This clash highlighted a cultural divide between a conservative government and a public that was more than happy to trade "morality" for a bit of entertainment during their commute.
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