MANILA, PHILIPPINES — The recent feat of weightlifter Hidilyn Diaz in the Tokyo 2020 Olympics resulted in an overwhelming wave of support from people locally and internationally.
On July 26, 2021, Hidilyn Diaz lifted a combined weight of 224kg in the 55kg category at Tokyo 2020, resulting in a new Olympic record and the Philippines earning its very first gold Olympic medal.
With this, several brands took the initiative to congratulate her on social media—involving creative executions with an aligned brand identity and local cultural relevance.
However, one local brand stood out with its greeting for the Olympic weightlifter.
Plastic product manufacturing company Orocan posted on social media greeting Hidilyn’s win, while also conveying a timely message for other people and brands who currently shower her with congratulatory remarks.
The post brandishes the caption “’Wag na tayong magplastikan. Last year, na-seen zone si Hidilyn sa ‘ting mga brands. Ngayon, cheer zone tayo sa kanya. Orocan yarrrn?” [Let’s not act like plastic. Last year, Hidilyn was seen-zoned (i.e. ignored, “left on read”) among us brands. Today, we are in the cheer zone for her. Orocan much?]
Netizens were quick to react to Orocan’s controversial post. Most people were entertained with the brand’s punchline “Orocan yarrrn?”, which is a reference to the expression of acting “plastic”.
OROCAN, I AM LIVING! 🤣😂🤣 pic.twitter.com/JEMdwncBis
— Miss Mela Habijan (@missmelahabijan) July 28, 2021
Orocan woke up today and chose violence. 😂😂😂 Best ad so far. HAHAHAHA
“Orocan yarrrn”
New addition to my bardagulan dictionary 🤣 https://t.co/fz20VDNsAY— Med Struggles (@IVcaffeineSTAT) July 28, 2021
https://twitter.com/gIydze/status/1420258096706846725?s=20
For Orocan, this post serves as a call-out to brands who only expressed their support after the Olympian’s victory, and not during the time the athlete was seeking financial help for her training.
On the other hand, brands and organizations like Ginebra San Miguel, Avon, Summit Water, Alaska, and the MVP Sports Foundation were proud to claim that they supported Diaz consistently throughout her journey as a professional weightlifter. Ginebra and Avon were able to feature Diaz as their brand ambassador in some previous campaigns, while the MVPSF has supported the athlete since 2011.
In 2017, Alaska featured champions Hidilyn Diaz, Calvin Abueva, and the Borlain Sisters in a commercial video showing how Alaska Chocolate Powdered Milk Drink keeps them refueled during training.
GSM’s “Ginebra Ako!” campaign, which was launched in 2018, features a music video starring local music artists Quest, Loonie, and KZ Tandingan, along with hardworking Filipinos and notable personalities such as Pia Wurtzbach, and the Olympic weightlifter herself.
Avon Fashion’s “Take Comfort in the Life You Choose” celebrates women who defy society’s norms and chooses to follow their passions. The 2018 campaign featured actress and model Wilma Doesnt, entrepreneur Tricia Centenera, veteran actress Alice Dixson, award-winning actor and single mother Jennylyn Mercado, and Diaz as well.
In 2019, Summit Water featured Hidilyn Diaz in their #ThirstForTheWin campaign, in support of her endeavors during the 2019 SEA Games. The digital campaign is comprised of a series of social media posts with fitness tips from athletes.
With the vision of claiming the country’s first Olympic gold medal, the MVP Sports Foundation has funded numerous athletes from various sports since it was founded in 2010. A few hours after Diaz claimed her win, MVPSF chairman Manny V. Pangilinan expressed his gratitude and congratulatory words on Twitter:
Wow as in Wow. Great job, Hidilyn. We knew it was a tough journey for you, but every step is now well worth it. You have our continuing prayers and support albeit at the end, it is you who does the heavy lifting. Tonight, you carried the nation on your shoulders. A huge thanks.
— Manny V. Pangilinan (@iamMVP) July 26, 2021
Expressing pride and support for one’s victories is nowhere near a shameful act. Perhaps what is more vital is that the presence of support must be rooted right at the beginning, as it is known that the journey to success is not linear.
