nancy binay, daughter of vice president jejomar binay will run for senator. she released a tv ad, legally epal, with the tagline ”Kay Nancy Binay – mga bata gaganda ang buhay” (With Nancy Binay – children will have a more beautiful life).
the ad positions the senatoriable as pro children with the specific promises of improving education (“gaganda ang edukasyon”) and improving health (gaganda ang kalusugan”) leading to a more beautiful life (“gaganda ang buhay”) for the children.
it is an interesting positioning as it specifically places nancy on a pro-children promise. we do not remember political candidates having taken this positioning in the past. question is, is this enough to get her elected? is children’s good life a compelling proposition to voters? we assume some research has been done on this one.
while nancy’s advertising positioning and promise is specific to pro-children, it is not specific on exactly what she plans to do in promoting the “good life” of children through “good education” and “good health”. it does not specifically answer the question – how will she do it?
in advertising, what is missing is called the “reason why” or the support. it tells the audience how will the candidate deliver the promise, what will she do to make it happen.
from an advertising technical standpoint it does have a “reason why” – it uses her dad, vice president binay with copy that says “mana sa kanyang ama” (“takes up [inherit] from her father”) but does not say any specific action that nancy will take to improve education and health for children. all it does is to ride on the general popularity of her dad. after all, he did get elected vice president in the last presidential elections.
but jejomar is a weak reason why for the promise of children’s welfare – he is not known to be a children’s welfare advocate. in fact his ads during the vice presidential campaign were more on the general progress in the city of makati and the specific benefits residents of makati have gained while he was mayor there, children’s welfare was hardly mentioned.
the reason why, specially in political ads is very important. it gives specific promises as to what plan of action the candidate will do when elected into office. using a reason why that does not connect to the promise is of no help and of no consequence, it is like having none at all.
in this ad, nancy binay gave empty promises that we doubt will get her elected. it’s a WAWAM – what a waste of advertising money.
we likes a lot the idea of “the transformers” of gordon and bayani when they first announced their candidacy of president and vice-president. aside from that time, there was really no mention of it afterwards. too bad they didn’t they make a big deal of it, we think it could have been a game changer for them,
this poster artwork we have here we think is one of the best we have seen in this campaign.
loren legarda’s ratings in the poll to begin with was bad,, mar roxas dominating the polls for vice-presidentiables from the very beginning, with mar enjoying double the ratings that legarda was getting.
recent movements in the polls for the vice-presidential race show dramatic changes – with jejomar binay resurgent, roxas softening while legarda collapsing badly.
what? jejomar binay?
that is the question most have been asking, binay has not done anything spectacularly different and attention calling in the recent weeks., how did binay manage to now be in the running in the election?
first, it’s the halo effect from a resurgent erap estrada. estrada and binays poll results rose at about the same time. estrada gaining in the polls had a positive effect on binay.
more than that, binay’s poll ratings went up as he gained supporters from the collapse of legarda in the polls. it appears a large part of those who abandoned legarda went to binay and much less to roxas. binay was the biggest beneficiary of the collapse of the legarda campaign.
we think advertising has a lot to do with it as well. from what we have seen, legarda have had a lot more tv ads aired over binay. but a look at the ads of legarda tells us these were ads that she should have not aired at all.
the ads of legarda depicted her as the essential drama queen with her melodramatic, pa-drama effect delivery of her lines, the slow motion camera movements (or at least that is how it seems) and the ho-hum messages. the legarda tv ads was just too personal and intimate – the idea of loren legarda taking care of everyone, the mother hen who will fix everything.
what makes these ads worst is the way she delivered her lines. she delivered all of them in a hushed, slow paced, tear jerky type of delivery that it makes the whole ad insincere, fake and we are sure to many very funny. it was just too much on the emotions. or at least a trying hard effect on tugging at the hearts of voters.
we have written about legarda here before the election and we called her the drama queen for keeping us in so much in suspense if first will she run for president, then next as vice-president, then with what political party. in every interview during that time, she kept on the drama of suspending for all of us to watch the number of times she changed her mind and the length of time she needed to decide what to do with here political career.
we think in theses ads legarda simply carried true what she really is – a drama queen.
siguraduhing ipanalo sina aquino at roxas - bumoto sa may 10.
quotes from this blog on the advertising ran by the presidentiables were published in the april 2010 issue of Entrepreneur Philippines Magazine (cover photos, above). we like to run some parallel points to those quoted in the magazine.
the heaviest spenders, aquino and villar have been churning out new executions in a fast clip. that is the way to go – they need to put on air the ad most relevant to voters. politics and national issues change very rapidly. most national issues take at most has a lifespan of 3 days. there are very few instances when issues take weeks on the front page and headlines.
first, it’s not easy to come up with new ads frequently specially for political campaigns. the second biggest problem is scheduling. the presidentiables are constantly on the move, travelling to the provinces for sorties, in some instances at least 4 different locations in a day. getting them in manila for a tv shot is very difficult. you can of course shoot the commercial where the presidentiable is but that will be very costly for them.
the biggest problem is getting the ad or the storyboard done by the ad agency. not many ad agencies have the ability and the smarts to churn out tv ads in a huff. the challenge is very daunting and huge – you need to read the the issues properly, read the pysche of the voters , then you write the strategy after which you write the storyboard. the first leg is the most difficult.
while we recognize the campaigns are doing well in airing new tv spots, we are not necessarily saying they are airing the right ads. we all be talking about those next here at the 2010 Presidentiables Blog.
the noynoy aquino ad campaign has very recently taken a different strategy.it is now on a bandwagon, winner’s approach claiming back the “people’s campaign” platform he started with. this ad portrays aquino, not directly said but obvious as the eventual winner.
this is a high risk approach. it is too much of a soft ad that we think is inappropriate at this time when election time is still weeks away, the issues raised against aquino have not been answered and his closes rival, manny villar is not about to give up anytime soon. more on the villar ad campaign in a later post.
erap estrada has also since revised his advertising strategies. interestingly enough, estrada has dropped his “nostalgia campaign”. that is a smart move. estrada now talks about national issues and performance. it’s good that estrada changed his ad campaign, but we think he was not wise in choosing the issues he talks about as they are on the fringe of the voter mind.
there is however something very irritating about his ads – he appears to be too much in showbiz rather than presidential which among all the presidentiables, only he can actually claim being once a president of the country. once in showbiz, always in showbiz?
read the articles of the source of the quotes.
click to read article : noynoy aquino to lose the election due to advertising blunders
quotations from this blog are featured at the april 2010 of the Entrepreneur Philippines Magazine. check out the article entitled “Meet The Candidates” by jimbo owen b. gulle on pages 62 to 68.
the article picks out quotes on our views on the tv advertising aired by the presidentiables. next at The 2010 Presidentiables are our add ons to the quotes used in the magazine.