Jake Cuenca's controversial Bench-Body billboard

The Bench-Body’s advertisement billboard of “new second skin” product depicting Jake Cuenca, Bench model and one of ABS-CBN’s celebrities, in a “provocative” pose wearing only a pair of scanty brief stirs criticisms and controversies.

The complaint came in a letter to the editor from Atty. Romulo Macalintal, veteran-elections lawyer, stating that “the advertisement is an intentional and blatant disrespect for family values.” He said the campaign is a total disregard of his children’s right to be free from an excessive public display of vulgar, lewd and unwholesome product endorsement.



Erected at the Magallanes interchange, the billboard serves as a “welcoming view” to motorists and commuters alike upon entering Makati City. The issue raises the guidelines being followed in approving an advertisement material.
The complaint made by Macalintal has not reached ASC, but the council will look into the matter and take necessary actions as soon as they receive a copy.

Macalintal, who took up Advertising as his undergraduate course, stressed that “good advertising conforms not only to the law, but also to the generally accepted standards of good taste and decency, and to moral and aesthetic sentiments of the country.”

According to Jake, when the project was offered to him, he immediately accepted it because he was able to do an underwear campaign with Bench before.

“Mahal na mahal ko ang Bench, ang laki ng utang na loob ko sa kanila kasi kung hindi dahil sa kanila wala siguro ako dito sa kinalalagyan ko. So nung binigay sa akin yung campaign na yan, its something that I’m truly proud of, something I’m really thankful for,” he said.

When asked on his reaction if authorities will try to untie his billboard, the actor said it is up to the management (Bench).

“For me that campaign was a blessing, yun ay pinaghirapan ko. Syempre may mga ibang tao na hindi magugustuhan yung billboard,” Jake said.

“Yung in-offer sa akin ng Bench ang project na yan I’m very happy. Kung baga ginawa ni Richard Gomez yan dati, ni Jomari Yllana, ni Wendel Ramos at marami pangiba, so yung mabigyan ako ng opportunity na gumawa ng billboard na yun for its a childhood dream come true.”

He added: “Of course masakit. kung hindi nila gusto, it’s their opinion, pero sa akin, in the end of the day makita ko lang yun na nakatayo eh I’m happy and I have no regrets in doing the pictorial whatsoever.”