Urbano Jr. will be feted for his unforgettable social commentary on numerous performances across time and media as a peculiar Mongolian figure pondering Philippine realities and his remarkable contributions to multimedia commercial advertising, distinguished for their humane values and Pinoy humor. At 84, he continues his work via social media and even participates in anti-disinformation campaigns through his YouTube channel.
Named after the great propagandist Marcelo H. del Pilar, whose nom de plume is"Plaridel," the recognition comes with a trophy sculpture depicting the editor of La Solidaridad by National Artist Napoleon V. Abueva.Since the award's establishment in 2004, the Gawad Plaridel laureate has customarily delivered a lecture on important issues about his/her/their field or craft.