Bayo clothing pulls 'racist' Philippine ad campaign

Manila A Philippine-based clothing company has stopped its advertising campaign after criticism of a perceived bias towards Filipinos with foreign lineage.

In a statement published on its website, Bayo said it did not mean to look down on Filipinos when it developed its ‘What’s Your Mix’ campaign.

“We at Bayo apologise for the message our campaign... has unintentionally conveyed,” the statement said.

“We would like to express our regrets to those who have been offended or felt discriminated against.”

The advert which sparked the controversy featured Filipina-Australian model-actress Jasmine Curtis-Smith.

The advert, published at bayo.com.ph as well as in the company’s Facebook page, came with a boldface masthead that read: ‘50% Australian and 50% Filipino’.

The accompanying blurb read: “This is just all about mixing and matching. Nationalities, moods, personalities and of course your fashion pieces.

“Call it biased, but the mixing and matching of different nationalists with Filipino blood is almost a sure formula for someone beautiful and world class.

“We [Filipino-mix breeds] always have that fighting chance to make it in the world arena in almost all aspects. Be it fashion, music, science and sports…”

As soon as the advert came out on Tuesday, Bayo’s Facebook page was hit with a barrage of negative comments.

“I really don’t understand why they are encouraging racial and ethnic segregation. Parang bumabalik tayo [It is like going back to] sa dark ages!” Dea G. Peralejo stated.

Honey Agapawa said: “I don’t know like this Ad campaign at all because they’re like saying that the beauty of a Filipina is only kapag may lahi (if she has mixed blood) or what?”

Facebook user Aces D. Ballesteros said: “This ad seems to be targeting those who have mixed lineages who seem to be either embarrassed or uncomfortable or have low self esteem for being/looking half Filipino and to tell them that it’s ok. Being half is even a better thing!”

Bayo was apparently trying to whip up controversy, similar to the tack used by foreign clothes makers including Benetton.

Facebook user Vicky Montenegro summed up the whole apisode. Nega [negative] or not, BAYO’s campaign worked. It got everyone’s attention!” she said.

For its part, Bayo said it was proud to be Filipino.

“Our company and our partners have always taken pride in being pro-Filipino as we continue to celebrate our uniqueness and achievements,” the statement said.

“We believe that being a Filipino will always make you 100 per cent beautiful.

“It is unfortunate that this message got lost along the way.”

Bayo’s past models include Filipina Broadway artist Lea Salonga and actress KC Concepcion.