noynoy aquino’s “kayo ang aking lakas” tv ad – arguing with success or with boredom?
who can argue with success? these are all very familiar images for most we have seen them on tv and for some we were there when these things happened but for all we re-experienced it all of it again recently when cory aquino died and we were all out on the streets saying good-bye to cory.
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these images did something to us and we can;t escape the fact that noynoy aquino and his presidential bid sprang it. to a few they were not conscious of it but for most we asked noynoy to run for president.
seeing these images and hearing these words are difficult to argue with. they are already embedded in our hearts and minds and this ad serves to remind us that they exist there.
we have a nasty suspicion that this ad was developed as a direct answer to manny villar’s emotional ads of his brother dieing because they had no money to buy medicine for him. that villar ad in the minds of the admen in the aquino camp must have thought villar’s tv ad was soliciting empathy with the voters. their answer is to “out-empathize” villar by reminding people about two, not one emotional event in noynoy’s life – noynoy’s dad was assassinated and his mom got sick and died in front of us.
that thought this ad being a direct answer to villar’s emotional tv ad immeditaely came to us after hearing the first sentence noynoy said in this ad - ”Kami rin inapi nang walang kalaban-laban.”. a few bells rang in our mind when he started the sentence with “kami rin”. question – sino yung ibang inapi? answer – villar when his brother died without the benefit of medicines.
that thinking must have brought goose bumps to the creative team who thought about it but we think it’s really amateurish thinking on their part. it is also quite a cheap trick to do. they will not win any award soon on strategic thinking on this one. we do not think it will even be nominated for “The Strategic Thinking Award Of The Year”.
will it be effective? that is the question that is even more difficult to answer. from the point of view of getting more votes for noynoy, i think it will to some degree but i do not think it will be of much significance.
whether the aquino campaign knows it or not, noynoy’s campaign has moved away from these messages and strategy. if it was not conscious of the move, his competitors, most specially manny villar who is co-front runner made sure of that.
this we think is a very good tactical ad but we do not think this has legs to be the main brandsell advertising for the aquino campaign. putting this as the main brandsell tv ad we think is a major strategic blunder by the aquino campaign.
weak, poor and failed strategic thinking is what we think is the greatest weakness of the aquino presidential campaign. that is most obvious in the waste they allowed to be made when from a high of 60% in preference to the 47% in presidential choice, aquino’s ratings had consistently gone down seeing it now on a statistical tie with manny villar.
that alone tells the weakness in strategic planning for the campaign for squandering such a huge lead over his rivals. the aquino campaign group was given on a silver platter a brilliant and superior product to sell but they did not know what to do with it and lost the leadership.
the ads are creative and well done. the writing is close to crisp and almost memorable and the production values are excellent but the strategic thinking is where they fail. the strategy laid down seems to look at just ads, almost as stand alone ads when they are supposed to be running a campaign with a beginning, a middle and an end. there is no continuity in strategic thinking nor is there any worth in it.
they fall in love with creative executions and get stuck there, completely forgetting that ads and most specially campaigns that succeed are those that begin with a brilliant strategy and heads up thinking.
we do not know what is next to this ad but we hope there will be more . we hope this is just a tactical ad and that we will see the main thematic or brandsell very soon. running tv ads will not make them win, it is running an ad campaign that will.
the key questi0n - who can argue with success or are we arguing with boredom?
~~ a mindscape landmark – carlo arvisu ~~
ps: a note on production values : the director should have seen that noynoy’s brows are forming at the center of his forehead making it look like noynoy is angry while the emotion in this ad should have been serenity, sincerity and concern.