first posted in WAWAM! on july 24, 2008 (source : http://the-wawam-file.blogspot.com/search/label/escudero)
i don’t know about you, but after seeing senator escudero and his wife in this circulan tv spot, i vowed NEVER to buy circulan!
i am happy that escudero is a senator and he is not an actor. i am also glad the wife is his wife and not an actress. senator escudero do not have any talent in acting. escudero came out as very stiff, not at all engaging. at some point in the ad, i felt escudero was about to growl like a tiger and spring out from the tv to attack me. he looked real stern and menacing.
the wife was supposed to provide the foil, the tenderness in the ad, but she looked too flirty and yes flighty, nearly out of character for a senator’s wife.
the wife’s acting besides, the copy points were nowhere near anything respectable. all it said was that instead of drinking several medication, just drink circulan and you will be fine. the ad suffers from not having a consumer insight and a weak positioning. after watching the ad a few times, i am still not sure what the benefit one is supposed to get from circulan.
the punchline at the end, said by the senator’s wife, almost made me throw up. i’m not sure if it’s the copy lines or the way the wife delivered it or the way senator escudero reacted to it. i think it’s all of the above.
the intent for that last line is to be endearing or cute at the least, but the way she delivered it and the accompanying acting was too flirty. and more importantly, why in the world did she make fun of it? that was supposed to be a tie up to the stature of the senator. because she made light of it, so now, we’re left with not knowing if we should believe her or not. and if it was joke or if it was serious.
it’s obviously nothing more than just a political ad for the senator. i do hope they will no longer air this tv spot, it will ruin his chances of getting elected or re-elected to any public office, not to mention turn off potential buyers of circulan.
nothing in this is the fault of the senator or his wife. (she is his wife, right? she was not identified in the ad.)
this is mostly the storyboard’s fault and some of it is the director’s fault.
the senator escudero should have been given a much better material. the copy writing was not good, the positioning nowhere and there was no creative concept. i don’t think a lot of time was spent writing this ad. there is really no commercial to speak of. i feel the storyboard was not worth filming into a commercial.
the director of the commercial also felt like he wasn’t there. the staging looked like it was a home video. there were a lot of scenes where the director should have shouted cut and re-take the shot. it felt like the whole ad was shot with only one take.
the senator and his wife are not actors and it should have been the director’s job to teach them or direct them to appear like they are. but the director did not lift a finger in this ad. he allowed the senator and his wife to show their inexperience in acting in ads. both talents did not look good in the ad.
senator escudero is a very smart and honorable man. he is one of the most promising young senators in the country. it was a shame that circulan allowed this kind of commercial to be filmed for the senator. i am also shocked that senator escudero or his staff accepted the offer to shoot the storyboard they were given. they should have rejected the storyboard outright. the storyboard had no intelligence and no class, the exact opposite of what i think senator escudero is.
for making me want to throw up, this tv spot is a WAWAM!