WATCH: This campaign presents a cautionary tale for tita shaming

Published April 6, 2021, 1:09 PM

by John Legaspi

No matter how many times they put us in awkward situations, it is never okay to shame titas.

It seems like the weird continues in the field of food marketing with the release of Julie’s Bakeshop’s 40th anniversary campaign. The ad features two aunties being “tita shamed” at the gym while doing their workout. The shamer joked about tita traits such as having a good manicure, doing aerobics, using liniment, among others. 

Here’s where the weirdness starts. Coming to the rescue is Tita Julie herself, who turned the shamer into a dough, kneaded him, cut, and baked him to become the Filipino breakfast staple pandesal

“Dati, abs lang niya ang pandesal (Before, his abs were the only pandesal),” Tita Julie says as she presents a tray of freshly baked bread. “Ngayon buong katawan na. Kaya stop tita shaming (This time, his whole is. That’s why you should stop tita shaming).”

Stop Tita Shaming!

Fresh at 40 pa rin! Kabahan na ang mga Tita shamer diyan. Sige kayo, sumbong namin kayo kay Tita Julie! #JuliesFreshAt40

Posted by Julie's Bakeshop on Monday, April 5, 2021

We don’t know about you, but after seeing a mom with a soda bottle for a head and a lizard eating sardines, we think we should prepare ourselves to see more of this type of odd marketing materials.