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| outcome = Ace Hardware held a promotional event in line with the fistfight theme, including setting up a mock boxing ring; no actual fist-fighting took place |
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| outcome = Ace Hardware held a promotional event in line with the fistfight theme, including setting up a mock boxing ring; no actual fist-fighting took place |
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'''''Suntukan sa Ace Hardware''''' ({{literal translation|Fistfight at Ace Hardware}}) was a [[Facebook]] joke event scheduled for April 15, 2016, at a real [[Ace Hardware]] branch at [[SM City Lucena]] in [[Lucena|Lucena, Quezon]], supposedly for a free-for-all [[Punch (combat)|fistfighting]] brawl. As the [[Internet meme]] went viral, thousands of [[Filipinos|Filipino]] [[netizen]]s responded that they were "going" on the event's page before the date, which attracted attention from local news sources. On the day of the supposed fight, the real Ace Hardware location held a [[mock fight]] promotional event in acknowledgement, after initial corporate discomfort and disavowal.[{{cite web|url=http://t.manila.coconuts.co/2016/03/31/thanks-suntukan-sa-ace-hardware-imaginary-events-are-new-memes-philippines |title=Fictitious events like "Suntukan sa Ace Hardware" are the new memes |publisher=Coconut Manila |date=2016-03-31 |access-date=2016-05-26}}] name ="GMA">{{cite news|url=http://www.gmanetwork.com/news/story/560923/hashtag/suntukan-sa-ace-hardware-goes-viral-on-facebook |title='Suntukan sa Ace Hardware' goes viral on Facebook | Hashtag |work=GMA News|date=2016-03-31 |access-date=2016-05-26}}[{{cite web|url=http://www.fhm.com.ph/be-a-better-man/mens-stuff/suntukan-sa-ace-hardware-a00028-20160330 |title=What's This 'Suntukan Sa Ace Hardware'? |publisher=FHM Philippines |date=2016-03-30 |access-date=2016-05-26}}] |
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'''''Suntukan sa Ace Hardware''''' ({{literal translation|Fistfight at Ace Hardware}}) was a [[Facebook]] event that took place on April 15, 2016, at an [[Ace Hardware]] branch at [[SM City Lucena]] in [[Lucena|Lucena, Quezon]], supposedly for a free-for-all [[Punch (combat)|fistfighting]] match. Thousands of [[Filipinos|Filipino]] [[netizen]]s responded "going" on the event's page, which attracted attention from local news sources and made the event into an [[Internet meme]].[{{cite web|url=http://t.manila.coconuts.co/2016/03/31/thanks-suntukan-sa-ace-hardware-imaginary-events-are-new-memes-philippines |title=Fictitious events like "Suntukan sa Ace Hardware" are the new memes |publisher=Coconut Manila |date=2016-03-31 |access-date=2016-05-26}}][{{cite news|url=http://www.gmanetwork.com/news/story/560923/hashtag/suntukan-sa-ace-hardware-goes-viral-on-facebook |title='Suntukan sa Ace Hardware' goes viral on Facebook | Hashtag |work=GMA News|date=2016-03-31 |access-date=2016-05-26}}][{{cite web|url=http://www.fhm.com.ph/be-a-better-man/mens-stuff/suntukan-sa-ace-hardware-a00028-20160330 |title=What's This 'Suntukan Sa Ace Hardware'? |publisher=FHM Philippines |date=2016-03-30 |access-date=2016-05-26}}] |
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==Background== |
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==Background== |
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The event was created as a [[shitpost]] by the Facebook user "Bulbulito Balagbag: tuberong kulay green", whose screen name is a crude [[Tagalog language|Tagalog]] reference to [[pubic hair]] (''bulbul'') along with calling themselves a green-colored plumber, some time in March 2016.[{{cite news|title=Look: Stage is set for 'Suntukan sa Ace Hardware'|url=http://manila.coconuts.co/2016/04/15/look-stage-set-suntukan-sa-ace-hardware|access-date=24 May 2016|publisher=Coconuts Manila|date=15 April 2016}}] More than 54,000 Facebook users said that they would go to the event, while around 36,000 expressed interest.[{{cite news|url=https://www.abs-cbn.com/nation/regions/03/31/16/viral-ace-hardware-disowns-suntukan-event |title=VIRAL: ACE Hardware disowns 'Suntukan' event|work=ABS-CBN News|date=2016-03-31 |access-date=2016-05-23}}> The event page was filled with users making humorous posts with comments, polls and images, spinning further memes from the joke where various fictional characters as well as local celebrities like actor [[Baron Geisler]] (then in the public eye for public altercations) were portrayed as being involved with the event.][{{cite web|url=https://8list.ph/suntukan-sa-ace-hardware-event/ |title=8 Rules For Suntukan Sa Ace Hardware |website=8list.ph |date=2016-03-31|accessdate=2016-05-23}}] Copycat pages with similar joke events, like ''Group Study sa [[Hotel Sogo|Sogo Hotel]]'' (implying a mass group sex orgy in the named motel, playing into the stereotype of motels as venues for sex), also appeared.[>] |
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The event was created as a [[shitpost]] by the Facebook page "Bulbulito Balagbag: tuberong kulay green", whose name is a crude [[Tagalog language|Tagalog]] reference to [[pubic hair]], some time in March 2016.[{{cite news|title=Look: Stage is set for 'Suntukan sa Ace Hardware'|url=http://manila.coconuts.co/2016/04/15/look-stage-set-suntukan-sa-ace-hardware|access-date=24 May 2016|publisher=Coconuts Manila|date=15 April 2016}}] More than 54,000 Facebook users said that they would go to the event, while around 36,000 expressed interest.[{{cite news|url=https://www.abs-cbn.com/nation/regions/03/31/16/viral-ace-hardware-disowns-suntukan-event |title=VIRAL: ACE Hardware disowns 'Suntukan' event|work=ABS-CBN News|date=2016-03-31 |access-date=2016-05-23}}] |
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==Response== |
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==Response== |
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===Ace Hardware=== |
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===Ace Hardware=== |
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On March 31, [[Ace Hardware Corporation]] denied any involvement in the purported event.[{{cite news|url=http://www.gmanetwork.com/news/story/560976/money/companies/ace-hardware-denies-involvement-in-suntukan-sa-ace-hardware-meme |title=Ace Hardware denies involvement in 'Suntukan sa Ace Hardware' meme | Money |work=GMA News|access-date=2016-05-23}}] Netizens ironically expressed their "disappointment" over the advisory, saying that they cancelled prior commitments, such as weddings and even a childbirth, to attend the event.[{{cite news|url=http://newsinfo.inquirer.net/777218/ace-hardware-disowns-viral-fistfight-event-netizens-disappointed |title=Ace Hardware disowns viral fistfight event, netizens disappointed |newspaper=Philippine Daily Inquirer|date=2016-03-31 |access-date=2016-05-23}}] |
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On March 31, [[Ace Hardware Corporation]] denied any involvement in the event.[{{cite news|url=http://www.gmanetwork.com/news/story/560976/money/companies/ace-hardware-denies-involvement-in-suntukan-sa-ace-hardware-meme |title=Ace Hardware denies involvement in 'Suntukan sa Ace Hardware' meme | Money |work=GMA News|access-date=2016-05-23}}] Netizens mockingly expressed their "disappointment" over the advisory, saying that they cancelled prior commitments, such as weddings and even a childbirth, to attend the event.[{{cite news|url=http://newsinfo.inquirer.net/777218/ace-hardware-disowns-viral-fistfight-event-netizens-disappointed |title=Ace Hardware disowns viral fistfight event, netizens disappointed |newspaper=Philippine Daily Inquirer|date=2016-03-31 |access-date=2016-05-23}}] |
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On April 4 and 11, 2016, Ace Hardware, in an act that reversed their earlier condemnation, posted a countdown[{{cite web|url=https://www.facebook.com/AceHardwarePhilippines/posts/948137698634272:0 |title=Ace Hardware Philippines added a new photo. - Ace Hardware Philippines |website=Facebook |date=2016-04-04 |access-date=2016-05-26}}] and released a poster[{{cite web|url=https://www.facebook.com/AceHardwarePhilippines/posts/948137698634272:0 |title=Ace Hardware Philippines added a new photo. - Ace Hardware Philippines |website=Facebook |date=2016-04-11 |access-date=2016-05-26}}] for the fictitious event on their official Facebook page.[{{cite news|last1=Tantiangco|first1=Aya|title=Fans hype up Ace Hardware 'Suntukan' on April 15, Carrot Man drafted by netizens to fight|url=http://www.gmanetwork.com/news/story/562584/hashtag/fans-hype-up-ace-hardware-suntukan-on-april-15-carrot-man-drafted-by-netizens-to-fight|access-date=24 May 2016|work=GMA News|date=13 April 2016}}] On April 15, the day of the scheduled brawl, Ace Hardware prepared a small mock boxing ring where customers could pose and take photos. The date also coincidentally fell within a 3-day mallwide sale at [[SM City Lucena]].[{{cite web|url=https://www.facebook.com/inquirerdotnet/posts/10154397211839453 |title=INQUIRER.net - Happening now: Ace Hardware Sm City Lucena... |publisher=Facebook |date=2016-04-15 |access-date=2016-05-23}}][{{cite news|url=http://www.gmanetwork.com/news/story/562817/hashtag/ace-hardware-gets-ready-for-suntukan |title=Ace Hardware gets ready for 'Suntukan' |work=GMA News|date=2016-04-15 |access-date=2016-05-26}}] |
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On April 4 and 11, 2016, Ace Hardware, in an act that reversed their earlier condemnation, posted a countdown[{{cite web|url=https://www.facebook.com/AceHardwarePhilippines/posts/948137698634272:0 |title=Ace Hardware Philippines added a new photo. - Ace Hardware Philippines |website=Facebook |date=2016-04-04 |access-date=2016-05-26}}] and released a poster[{{cite web|url=https://www.facebook.com/AceHardwarePhilippines/posts/948137698634272:0 |title=Ace Hardware Philippines added a new photo. - Ace Hardware Philippines |website=Facebook |date=2016-04-11 |access-date=2016-05-26}}] for the fictitious event on their official Facebook page.[{{cite news|last1=Tantiangco|first1=Aya|title=Fans hype up Ace Hardware 'Suntukan' on April 15, Carrot Man drafted by netizens to fight|url=http://www.gmanetwork.com/news/story/562584/hashtag/fans-hype-up-ace-hardware-suntukan-on-april-15-carrot-man-drafted-by-netizens-to-fight|access-date=24 May 2016|work=GMA News|date=13 April 2016}}] On April 15, the day of the scheduled brawl, Ace Hardware prepared a small mock boxing ring where customers could take photos. The date also coincidentally fell within a 3-day mallwide sale at [[SM City Lucena]].[{{cite web|url=https://www.facebook.com/inquirerdotnet/posts/10154397211839453 |title=INQUIRER.net - Happening now: Ace Hardware Sm City Lucena... |publisher=Facebook |date=2016-04-15 |access-date=2016-05-23}}][{{cite news|url=http://www.gmanetwork.com/news/story/562817/hashtag/ace-hardware-gets-ready-for-suntukan |title=Ace Hardware gets ready for 'Suntukan' |work=GMA News|date=2016-04-15 |access-date=2016-05-26}}] |
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===Advertising industry=== |
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===Advertising industry=== |
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