senatoriable nancy binay’s TV ad – empty promises glorified

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.

RAW School 2011 Best Ad, Jovert Bantilan’s RH Now Ad – off strategy is off communication

we don’t exactly know what Raw School 2011 is but the ad above has been going around twitter which is apparently a product of the Raw School 2011 competition. from what we can read from the FB page (http://on.fb.me/niFq2p) , Raw School seem to be a school for advertising students where creative directors from the ad agencies tutor or train students on advertising.

since advertising and reproductive health (RH) are two of our obsessions, we thought we should give our POV on the ad.

• we understand the ad was probably done by a student and was probably done without a strategy and no consumer insight
• not having a strategy and no consumer insight is the biggest and we even think  fatal weaknesses of the ad
• the ad intentionally or unintentionally position RH as anti-sex which RH is not about. not only did the ad position RH incorrectly, the positioning of RH being anti-sex gives anti-RH advocates a good weapon against RH. RH advocates have always said RH is not about sex but about health, responsibility and open and free choice. anti-rh advocates on the other hand play up the sex component like for example the approval of the rh bill will lead to promiscuity
• “pangmadaliang sarap” is the colloquial for sex. to some it means quickie sex. the line in the ad says people should not have sex (or quickie sex) because it leads to long term problems (“pangmatagalang  hirap”) of having a lot of children. the number of children is strongly implied in the number of spoons going after a small amount of rice in the visual
• that leads to a much bigger and problematic  fatal error of the ad that plays exactly to the liking of anti rh advocates – that rh is anti-children. almost all filipinos reject the idea of being anti-children. that is a huge negative to pinoys who are very much into family and yes, people.  our love for children is not just based on religion it is very much a part of our culture.
• it is possible that the creator of the ad wanted to communicate “responsible parenthood” or “responsible sex” where he wants to say that people who engage in sex should be responsible enough to know that their action can lead to pregnancy and that having too many children means parents will not have enough to support all their children. but nowhere in the ad is that directly or indirectly communicated. it is assumed, but it is not communicated.  one of the strongest principles in advertising is this – what you see is what you get. if it is not stated or included in the ad, it is not communicated. the only things the target audience get are the things you include in the ad.

the elements above are the core of what advertising is all about – the strategy and the consumer insight. fail in that and the ad is not worth anything and in this case, it even hurts the product or service you are advertising.

this ad is a WAWAM!

RAW School 2011 Best Ad, Jovert Bantilan’s RH Now Ad – off strategy is off communication

we don’t exactly know what Raw School 2011 is but the ad above has been going around twitter which is apparently a product of the Raw School 2011 competition. from what we can read from the FB page (http://on.fb.me/niFq2p) , Raw School seem to be a school for advertising students where creative directors from the ad agencies tutor or train students on advertising.

since advertising and reproductive health (RH) are two of our obsessions, we thought we should give our POV on the ad.

• we understand the ad was probably done by a student and was probably done without a strategy and no consumer insight
• not having a strategy and no consumer insight is the biggest and we even think fatal weaknesses of the ad
• the ad intentionally or unintentionally position RH as anti-sex which RH is not about. not only did the ad position RH incorrectly, the positioning of RH being anti-sex gives anti-RH advocates a good weapon against RH. RH advocates have always said RH is not about sex but about health, responsibility and open and free choice. anti-rh advocates on the other hand play up the sex component like for example the approval of the rh bill will lead to promiscuity
• “pangmadaliang sarap” is the colloquial for sex. to some it means quickie sex. the line in the ad says people should not have sex (or quickie sex) because it leads to long term problems (“pangmatagalang hirap”) of having a lot of children. the number of children is strongly implied in the number of spoons going after a small amount of rice in the visual
• that leads to a much bigger and problematic fatal error of the ad that plays exactly to the liking of anti rh advocates – that rh is anti-children. almost all filipinos reject the idea of being anti-children. that is a huge negative to pinoys who are very much into family and yes, people. our love for children is not just based on religion it is very much a part of our culture.
• it is possible that the creator of the ad wanted to communicate “responsible parenthood” or “responsible sex” where he wants to say that people who engage in sex should be responsible enough to know that their action can lead to pregnancy and that having too many children means parents will not have enough to support all their children. but nowhere in the ad is that directly or indirectly communicated. it is assumed, but it is not communicated. one of the strongest principles in advertising is this – what you see is what you get. if it is not stated or included in the ad, it is not communicated. the only things the target audience get are the things you include in the ad.

the elements above are the core of what advertising is all about – the strategy and the consumer insight. fail in that and the ad is not worth anything and in this case, it even hurts the product or service you are advertising.

this ad is a WAWAM!

The 2010 Presidentiables Blog set to reach 400,000 hits

we are expecting that this blog will reach a new milestone of 400,000 hits within the week. it now stands at 397,000 hits.

we like to thank all the readers and authors for making this possible.

gilbert teodoro airs an epic fail tv ad, a push against surveys and himself. Teodoro has ADS? Sindrome!

this is supposed to be part of the arsenal to what an analyst calls to be teodoro’s “Battle Of  The Bulge”, a last ditch, huge effort to turn the tide of failure that seem to be the campaign’s destiny.

that is a good objective. but what we do not find good is this tv ad which seem to be not going for anyone or any principle in particular, it is going against surveys.

contrary to pronouncements by teodoro himself that he does not care about surveys, this ad confirms he does care for surveys. he cares for it so much that he feels compelled to put up an ad that goes against it. the way this execution was laid out, you would think teodoro is going against an opponent named “survey”.

well, he is not. he is however suffering in the surveys. his best rating is 7% and his latest ratings at the SWS is 6%. he has been perennially stuck at 4th. that is definitely not a good thing as it shows he in unable to convince and convert voters to his side.

i thought teodoro will climb to a respectable double digit rating by now, but that seems to be expecting too much considering it is just a few weeks till election time.

this ad is a high risk ad for teodoro. this ad actually calls attention to his poor showing in the surveys. ads, specially political ads, are supposed to highlight the good things a candidate has. this one begins the ad with calling attention to a failure of the teodoro campaign – his very poor showings in the surveys.

we do not know exactly how much of the voters are familiar with the survey results but for those who are not, this ad will push them to find what the surveys are saying about teodoro. and when they do, they will see that teodoro is a loser in the surveys. the net effect then of this ad is that more people will now pay attention to survey results and every time the voters see the results, they will see teodoro doing very poorly at them.

i don’t think there is a single tv ad for any mass consumer product where it begins it’s tv commercial telling it’s target market the brand has a very small market share  or that research shows the brand is not being proffered by many consumers or only a few consumers prefer the brand.

the equivalent message of political surveys to mass consumer brands is that a poor showing in political surveys mean the candidate is not preferred by many voters. that kind of message is hardly any positive motivation to convert non-users or non-preferers to your side.

in fact that kind of message may even demoralize or turn off his current supporters. there are not many people who will want to continue to support a loser.

we understand the intent of including surveys at the beginning of the ad. this ad is meant to show that teodoro is gaining support from a growing number of voters. they want a bandwagon effect.

that is a valid advertising idea. but did they have to use teodoro’s poor showing in surveys to set up the message of growing support for teodoro? did they have to use a negative message at the start of the ad to communicate a positive message?

no, they did not have to. there are many other ways of setting up the commercial.  in fact there a lot more positive ways of doing so.  the negative start of the ad with the message of teodoro’s poor showing in the surveys has the effect of teodoro shooting himself in the foot.

the ad also suffers from other fatal errors, to us the most major of which is the obsession of people saying his name over and over again. teodoro’s problem goes beyond name recognition. getting the people to say his name many times over in the ad is not doing anything to help him get elected.

they should have asked the on-cam talent to tell the audience why they are voting for teodoro rather than just saying his name. they had a few of those but we don’t understand why of all attributes they want people to remember about teodoro, it needs to be “batang-bata” or “maka-Diyos”.

while those are positive attributes, they do not give any meaningful  addition or address problems of the teodoro campaign. rather than give these worthless attributes, they could have chosen attributes that are consistent with his platform or those that debunk negative attribute people have of him. in other words, they should have used attributes or messages that will help him get elected.

this is a definite WAWAM! and yes, teodoro has ADS? Sindrome.

gilbert teodoro’s “battle of the bulge” tv ad – “sulong”

this is next at The 2010 Presidentiables Blog.

gilbert teodoro set to do last minute push for a win, here is why it will fail

gilbert teodoro, the standard bearer of the admin/(supposed) dominant political party LAKAS-KAMPI-CMD know that he is losing this election campaign. he has not moved up in any significant way in the polls, being stuck at a very far fourth in the rankings and getting at best 7% while the front runners are at a staggering 36% for aquino and 34% for villar. it is bad enough that the two front runners are way ahead of everybody, on top of teodoro is estrada who is in the range of 15% , showing strength at that level and even gaining slightly.

the question that teodoro’s campaign needs to answer is this – for him to win, where will he get the votes from? the weakest of the three front runners, erap estrada is not exactly weak. among the presidentiables, estrada is the candidate that has the most experience and time as an elected government official not to mention he was actually elected president once before. teodoro compared to erap looks puny.  if teodoro can’t get pat estrada, how does he expect to get past villar and aquino, the two most popular presidentiables in this campaign?

it is interesting that an article appeared at the PDI yesterday where the teodoro campaign seem to be preparing for what the writer calls a “battle of the bulge” – a last minute, well last few weeks campaign to get teodoro elected. in marketing, it is called a marketing blitz. in a political campaign it’s most likely called a “failed election bid”.

we will be using that article as a pick up point for this post.

The ruling coalition, which enjoys a headlock on 70 percent of local government positions, is pinning its hopes on superior resources and widespread party machinery to swing the tide of battle.

Banking on these advantages, it plans to assert its superiority with carefully synchronized offensives timed at the start of the campaign for local positions on March 26.

this is what party officials call the “political machinery”. it’s supposed to be potent that only the admin/ruling party has a monopoly on. all the party officials, including teodoro are saying that is what will make him win this election. they conveniently forget that in the last senatorial elections, they said the same thing about the potency of THE machinery. the results – almost all the admin/ruling party senatorial best lost in that election while almost all the opposition senatorial bets won the election.

the results of that election was so bad for the admin/ruling party that pichay who spent the most in advertising during that time did not get elected while trillanes who was in jail, unable to campaign and practically had zero advertising money won the election.

the opposition won that election mainly on the basis of the people exercising a protest vote where they elected the opponents of arroyo’s candidates. arroyo at that time was very unpopular and the people have had enough of her so much so that they even said they do not want her candidates to win.

after the election, LAKAS party officials admitted the machinery did not deliver. apparently the local candidates and officials of LAKAS abandoned the admin senatorial candidates when they felt the people were going against them.

the situation then compared to now is about the same – arroyo is unpopular and in fact probably even more unpopular than before. everyone knows teodoro is arroyo’s candidate and based on surveys, voters said they will not elect the candidate that arroyo is endorsing.

we think it’s foolish to rely on the “machinery” to get teodoro elected. the machinery is a myth.

The opening salvo of this make-or-break offensive will be new TV commercials targeting the youth on Monday.

Teodoro’s spokesperson, former Press Secretary Mike Toledo, said the commercials would be aired with frequencies rivaling those of the front-runners, Senators Benigno S. Aquino III of the Liberal Party and Manuel Villar of the Nacionalista Party. Between them, they have spent close to P2 billion, dominating the airwaves, according to the media firm AGB Nielsen.

Teodoro’s ads will zero in on the target segment that the coalition hopes will swing the tide of battle to his side, the youth ranging in age from 18 to 39, who constitute 52 percent of the 50 million voters registered, according to Toledo.

Teodoro has been doing well in mock elections in schools recently. Campaign strategists have selected this key segment to focus on, Toledo says.

political campaigns seem to have a love affair with the youth vote. all of them seem to think that is the key to their success. villar, aquino and villanueva aired tv  ads targeting them. but if you look at the movements of villar’s ratings, it is not the ad that targeted the youth that earned him a lot of points, it’s the other ads that he aired.

aquino with his rap tv ad meant for the youth got mixed  reviews with people liking it and others throwing up hearing aquino do a rap in the tv ad. they abruptly pulled off that ad. villanueva aired one too but that did not help him either.

teodoro did not seem to learn the lessons the other presidentiables learned – they will air an ad targeting the “youth” on monday.  we now think this obsession with youth ad is probably the fault of the admen hired by the campaigns for their ad needs. all of them seem to be saying the same mantra.

maybe teodoro will find the secret weapon in ads for the youth and can get him to win the election. it is good in theory, forgetting for the moment the failures of the other presidentiables, but we think teodoro’s thinking is fatally  flawed.

the critical failure in the ad that will be aired on monday for the youth is the demographics definition – “age from 18 to 39“. the age range is too wide and probably covers at least two distinct groups or even three. the psyche, needs and  attitudes of the 18 year old, a first time voter is very different from a 25 year old who probably has a young family already to someone who is 30 years old who has a not so young family. for sure a 37 to 39 year old is extremely different from an 18 year old, to a 23 year old and a 30 year old.

it is hard for us to understand and we think it is not possible to have an ad meant for the “youth” that will be effective in convincing this wide and un-alike age grouping of 18 to 35 years old.

the admen who sold the idea to the teodoro campaign spoke badly in thinking that an age range as wide as that is a proper segmentation of the target audience. we do not think you will find any adman who will agree to that kind of segmentation.

target audience definition is the very first critical step in developing an effective tv ad. get the definition wrong, or even weak and the ad fails. it will confuse the creative team as it gives them too wide a range with very dissimilar traits and characteristics.

we await this new ad of teodoro. it is supposed to be a miracle tv ad for him. given the potential flaw of the thinking, it will either be a miracle ad or a miracle dud.  we will probably see a WAWAM! on monday.

read PDI article here: http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100322-260115/Lakas-Kampi-coalition-plans-decisive-Battle-of-the-Bulge

~~~mindscape landmark~~~
carlo arvisu

to win, erap estrada should drop his nostalgia campaign and air his old ads instead

~~this is next in The 2010 Presidentiables Blog~~

gilbert teodoro’s cheesy moment in his negative tv ad

teodoro's cheesy moment #1

teodoro's cheesy moment # 2

teodoro's cheesy moment # 3

teodoro's cheesy moment # 4

teodoro's cheesy moment # 5, this time with a smirk

i found this end sequence in that ad really funny. first time i have seen somehting like that done in  a political ad. in fact it is the first time i have seen something like that in any tv ad.

what was the director thinking? hahaha. his way of having a dramatic ending? this kind of ending is okay for a movie or some drama queen but for a presidential candidate? it’s so un-presidential.

~wawam~

aquino not only lost momentum, he lost the agenda – now set to lose the election

we have seen the poll numbers change and the changes are not good for noynoy aquino. his ratings are falling and villar whose ratings in previous polls were either holding or slightly rising has finally caught up with aquino and now in a statistical tie.

we attribute aquino’s fall on bad advertising decisions and fatal advertising blunders. (click here to read articles on the topic: why aquino will lose the election). we think what happened is that aquino has lost his momentum due to the fatal blunder of not doing anything in advertising after they aired the first ad . he used to be at the top fo the polls, clearly dominant with the 2nd placer, villar very far down the ladder but not anymore. not doing anything new and allowing a gap in the ads allowed villar to build his base and grab the agenda.

villar has grabbed the momentum away from aquino. in marketing and in elections, that is a very dangerous thing to happen, most specially at this time when we are just less than 3 months away. in these things, momentum sometimes matter more than actual numbers.

the aquino campaign has responded with more pointed and focused efforts on the message of corruption. this is a good effort but we do not think this is enough. we also think this latest effort sorely lacks the strategic thinking that was sorely missed in the fatal blunders they have made in advertising.

meanwhile, villar as of today released new ads, at least we heard this on the radio where villar talks about something personal – his brother died because they had money to buy medicines. this is a brilliant ad. 

it has drama, it is personal and it talks very eloquently of a national issue – poverty, high cost of medicines and bad health care system.   what the villar campaign is doing is that they are defining the agenda for this campaign. aquino used to do this at the start but from doing nothing, it has conceded this initiative and allowed villar to take the lead in defining the agenda and the messages.

once again, aquino’s advertising team was caught flat footed. and once again, they were too slow to react and did not have enough strategic thinking skills in doing something about it.

we think the aquino campaign is in trouble.

~~  a mindscape landmark – carlo arvisu ~~

presidentiables ad themes: villar-poverty, aquino-corruption, estrada-nostalgia and teodoro-ego trip

as we go to the last few months of the campaign, we see the presidentiables reshaping their campaign themes. in advertising this is called brand positioning. the major candidates have changed their brand positioning that they started with since last year. what we have now may very well be for most of them the positioning that they will have till the end of the campaign period.

manny villar: anti-poverty

manny villar: “all out war on poverty”. villar  has re-shaped his campaign into a theme of anti-poverty. this he actually declared this is what his campaign will take, an all out war on poverty as he put it around the December 27 time.  (read here: manny villar’s “all out war on poverty” platform and manny villar’s “magtatapos ng kahirapan” tv ad – a bold shift in advertising strategy, 5 stars!)

poverty is a key issue not only in philippine politics but more importantly in real life. a significant portion of the philippine population belong to the poor or the DE socio-eco classes. a significantly high proportion of the population are daily wage earners, many don’t even have regular jobs. a large number of families belong to below the poverty line.

aside from the grim statistics and reality, many politicians have won elections on an anti-poverty campaign. in fact most of the politicians do but the most notable winner using this platform is erap estrada.

noynoy aquino – anti-corruption.   in the last few weeks and perhaps as a reaction to his poll ratings softening allowing many villar

noynoy aquino : anti-corruption

to be on a statistical tie, the aquino campaign has focused on “anti-corruption.

corruption just like poverty is a key issue in philippine politics and real life. we see corruption in our daily lives with most of us being victims of it. they may be small for ordinary citizens but we have read in the papers big time corruption scandals.

president gloria macapagal arroyo based on surveys is known as one of the most corrupt presidents of the country since ferdinand marcos. corruption or the suspicion of it, because they are all unresolved will probably be the enduring legacy of arroyo. being under arroyo for 9 years, this is certainly a key issue for the people.

international agencies and think tanks have put corruption at a staggering rate of 25% to 50% in government contracts. that means most of the government contracts are inflated by that rate as that is the rate corrupt officials get out of government projects.

erap estrada – nostalgia and return to power. estrada is asking voters to bring him back to malacanang on the basis of returning him back to office, according to him to allow him to complete his unfinished business which was cut short by a EDSA DOS.

erap estrada : nostalgia

frankly, we do not understand this positioning of estrada. it is one of the weakest among the presidentiables. there is a gross failure in that positioning as this speaks only to estrada supporters which by the time, estrada’s glory days long gone must have shrunk to a small slice.

many of the current voters may not have known what the estrada presidency was during his time. worse, many of them probably know only the bad things, his conviction of plunder more specifically.

appealing to nostalgia means alienating every one else who were not supporters of estrada. they are a minority and getting a minority of votes will not get him elected, a majority will.

this is a WAWAM!

gilbert teodoro – credentials and ego-trip.  we think teodoro’s campaign has suffered the most among all the presidentiables. it has taken a whipping from the get go and continue to make disastrous blunders from the very beginning. quite frankly, we do not think the teodoro campaign has done anything right since it started.

and this positioning of teodoro – an endless propping up of his credentials, even though we are not asking  for it is no more than just an

gilbert teodoro: ego trip

ego trip. we find it strange that an ad for a politician is adapting a positioning of an ego-trip.

teodoro wants us to elect him for his “galing at talino”. teodoro is the only presidentiable who is asking us to vote him based on his personal qualities. all other presidentiables are asking us to vote them for what they will do for the country or what they will solve, teodoro is asking us to vote him for his ego.

his ads endlessly talk about his qualifications, his latest tv ad bragging that he is an accomplished pilot. (read here : gilbert teodoro’s new tv ad “lipad” does not fly, gilbert teodoro’s “galing at talino” tv ads – anti-noynoy, anti-humility, generic promises and gilbert teodoro’s “posible” tv ad – a change of strategy to save his campaign)

this ego-trip obsession  is obvious in teodoro’s tv ads – he enjoys spelling his name in his ads. before the election campaign, when he was still DND chief,  teodoro aired a disaster preparation ad that had his messages spelling out his last name T-E-O-D-O-R-O. (read here:  gilbert teodoro’s tv ad – promises made, promises broken)

we are not surprised to note that his selling line, “Galing At Talino” also spells out his initials. that is incontrovertible proof that teodoro is on an ego-trip positioning.

will an ego-trip positioning appeal to voters? apparently not as we see teodoro’s poll ratings remain at disastrous levels, 4% to 5% at this late stage of the election campaign.

this is a WAWAM!

—-

up next at The 2010 Presidentiables Blog are the positioning of the laggard presidentiables.

gilbert teodoro’s new tv ad “lipad” does not fly

there is something wrong with this tv ad of gilbert teodoro. it’s that part from the start of the ad to the end of the ad.

gilbert teodoro has positioned himself in this election as the “galing at talino” presidentiable but in this ad, tedooro chooses his hobby, being a pilot as the over-all theme of the ad. of all things about teodoro, he chose the one credential that seem to be the least among his many credentials that are much more substantial.

we have nothing against pilots but we are not sure people know pilots can be good at running a country. we also doubt that his intended audience know a lot about being a pilot nor is it a career that is aspirational to them and enough for them to be convinced to vote for teodoro.

the ad actually talks about the economy. as a tie-in to the pilot concept. the ad talks about teodoro’s promise to push the country into an economic take-off.

and that exposes more problems in this ad, in fact we think it is a much more major error in this ad. people definitely will not associate pilots with the economy of a country much more the idea that we need a good pilot to push the country into an eco take-off.

it is bad enough that most people know little about economics, this ad added another ambiguity into it by saying someone who is a good pilot will be able to push the economy into a take-off. the ad may have attempted to explain, but we don’t get it.

what burdens this ad is the topic they chose. the economy is an invisible idea to most, but to choose economic take-off as the specific discourse is like drinking a glass of water knowing there is poison at the bottom of the glass.

teodoro towards the end of the ad says we are ready for a take-off but in reality we are not. in fact the philippines is far from even being ready for a take-off and many steps removed at an actual economic take-off.

we think what happened here is the ad agency and/or the teodoro campaign wanted the economy as the topic. then they probably said they should not just talk of the economy in general as it might be a boring tv ad and does not offer very much differentiation versus the other presidentiables. so they decided to use ‘economic take-off” as the topic, a sexy topic in economics.

then the creatives probably complained. eco take-off is a very complex topic to explain in a 30 second tv ad and a boring one. they needed some creative handle to make the ad more interesting to the audience. and that is how they found teodoro’s hobby of being a pilot as the creative handle.

they must have said – voila! we found the magic potion. in their minds, it really was perfect – being a pilot is unique to teodoro among his rivals, its kinda sexy, he flies planes, planes do a take off and the topic is eco take-off! what a great find!

imagine that, all the words and concepts match perfectly. it will also allow the creatives shots of huge plane, controls and a literal take-off of the plane. just perfect.

yes, it is perfect in their world. but we think not in the real world of advertising where it needs to be aired to a general audience.

in their excitement and unending celebration of finding the right formula with a perfect fit, they forgot they pushed their candidate’s image from lofty and aspirational to mediocre and hohum that most of the people will not find fascinating.

this is the formula they used, but forgot it is something that will not take-off in the minds of voters : good pilot = good president.

this ad is a WAWAM!