noynoy aquino’s “hindi ako magnanakaw” tv ad – the power of credibility in a powerful tv ad
let’s get state the negative in this ad right at the start – this is a rush job, they forgot to put the end-supers in this ad which in ALL tv ads contain the name of the brand or in this case the name of the candidate and the tag-line or motto as most people refer to it. it’s very weird to see an ad that does not have those. they could have at least put “Noynoy Aquino, Hindi Ako Magnanakaw”. we think this ad was produced in such a rush and a desire to have it on the air as soon possible that they forgot to add the brand name and tag-line. adding those will mean a delay of one or two days in post production work.
that is the only negative of the ad and a very minor point. everything else in this ad is 5 stars.
we do not think there is a person who saw this ad and did not listen to what noynoy was saying in this ad. in this ad, noynoy had an aura we have not seen on noynoy before. it is like this ad was shot after he had a one month vacation somewhere where he had daily trips to the spa. he came out screen very relaxed, believable and sounded very sincere. these we think are the qualities of noynoy that has led voters to put aquino as the dominant trend-setter in the surveys. getting what we love noynoy for in this ad is excellent work.
this ad cleverly uses things we associate and love noynoy for – one is the word “laban”. it is a word ninoy and cory have asked us to use and to mean. noynoy is smartly using this word to remind us of the fight that has not been accomplished and what he intends to finish. more importantly, it is also a word we all feel we need to do given the present state of the country.
the other which we think is what makes this ad to be aquino’s most powerful tv ad and what sets him apart versus all other presidentiables is the last line he said in this ad – “Hindi Ako Magnanakaw”.
that line we think is the most powerful single sentence not only in that tv ad but also the most powerful single sentence among all the other tv ads aired by all presidentiables in this election.
that line grabs you. and now it is one that we all remember noynoy for.
we think the use of that line is a triumph in political advertising in this campaign. it is brilliant advertising from the point of view of strategy and execution.
it is a brilliant strategy because it states in a very categorical and specific way why we have put noynoy on top of the surveys – a presidentiable who is clean, honest and has integrity. and more importantly, the opposite is probably the biggest problem we see with the present administration, the one that aquino intends to replace and to change this year. corruption or it’s almost sure suspicion is the legacy of the arroyo administration that we all want to change. through that line, aquino is telling us he is the man for the job.
that line is the aquino campaign’s superior point of difference. of all the presidentiables, ONLY aquino can claim that line and something we believe him for it. no other presidentiable can say that line with any semblance of believability. think about it - estrada is a convicted plunderer, villar has the C-5 suspicion, gordon has subic and teodoro has gloria macapagal arroyo.
there are three components, cosmic in the way they converged that made this ad powerful and strong – aquino’s superb performance in this ad, the audience tired of corruption with the belief it is one of the greatest ills of this country and aquino’s competition not knowing what they are doing.
if there is anything that people will remember from this ad and now what they remember aquino for, it is this line – “Hindi Ako Magnanakaw”.
noynoy’s “hindi ako magnanakaw” we think is brilliant advertising. if the aquino campaign airs this with ad with heavy weights, we can expect aquino’s ratings in the surveys to increase further.
Minamahal kong kababayan.
Tadhana ang nagbuhol sa atin.
Dahil naghihingalo na ang ating bayan.
Nais kong pumasok sa isang kasunduan sa inyo:
Lalaban tayo para sa wastong edukasyon ng bawat batang pilipino.
Lalaban tayo para sa abot kayang serbisyong pangkalusugan.
Lalabanan natin ang kahirapan.
Lalabanan natin ang mga kawatan.
Lalabanan natin ang sino mang wawasak sa kalikasan.
Lalabanan natin ang sino mang manggugulo sa ating kapayapaan at katahimikan.
Ang laban natin ay laban ng bayan.
Sa ngalan ng aking mga magulang at sa gabay ng Diyos, gagawin ko ang lahat ng aking makakaya na pag-silbihan ang mahal nating inang bayan.
Bilang tunay na sagot sa kahirapan at tunay na daan sa kaunlaran, ang inyong linkod, Benigno Noynoy Aquino III, isang mamamayang pilipino, nangangako sa Diyos at sa Bayan:
HINDI AKO MAGNANAKAW.