this was aired in tonight’s prime time newscast at abs-cbn — a negative, tv attack ad versus noynoy aquino.
the execution is a talking head of manny villar and loren legarda with supers that state the attack on aquino. we saw the tv ad only once and the the ad attacks aquino on no/lack of experience and no/lack of achievement. aquino is not mentioned by name but these attack points have been floated around against aquino in the past.
we think the negative ad was aired as a tactical move to arrest the decline in villar’s poll ratings. latest pulse asia, SWS and manila standard polls is showing aquino widening his lead over villar as villar’s ratings started to deteriorate from the previous polling period.
we will post the ad here once this is made available.
Ad agency defends Villar ‘Scroll’ ad
abs-cbnNEWS.com | 04/07/2010 10:55 AM
MANILA, Philippines – The ad agency of Nacionalista Party standard-bearer Sen. Manny Villar on Wednesday defended its “Scroll” TV ad, which has been widely compared to the “Truth (Upside Down)” political ad of Argentinian candidate Lopez Murphy in 2006.
In a statement, TBWA\Philippines admitted that it adapted the Villar ad from the Argentinian politician’s ad. The agency said it belongs to a worldwide network of ad agencies and that many of its ideas for ads have been adapted in several countries. Among its ideas are ads for adidas, Pedigree, Absolut, Apple and Nivea.
“The fact is, many ideas of the local agency have been adapted in many countries in our network, the most recent of which is the work it had done for Absolut vodka. That’s how powerful ideas become even more powerful,” the agency said.
It added: “While the ad format was adapted from The Truth ad by TBWA\Argentina, the message is genuinely Manny Villar’s. And it hopes to inspire a country deeply steeped in hopelessness, negativity and cynicism.”
The agency said that while the local adaptation of the Murphy ad has generated positive feedback, other sectors have used the ad to attack the Villar campaign.
“From the outset, the adapted format was made known to our Client. The agency did not conceal the truth. That’s the truth. And nothing but the truth,” it said.
there are few truths that came out from the above.
- one is that as we had guessed, Santiago/Puno/Mangada/TBWA is the ad agency of manny villar in the philippines. (read here: did the manny villar campaign plagiarize a Cannes Lions award winning argentina tv ad?)
- villar knew it came from argentina. apparently, they had told villar about it. so we can assume villar approved of the plagiarism
that is it. there are other things but not all of the truth came out.
- we do not know if it was plagiarized or not. the ad agency did not confirm that they paid royalties or that they secured the permission of the argentina client to use the ad here in the philippines.
- it’s not enough that the ad is within the network, they need to ask for and be given permission to use the ad in the country. it is not for the ad agency to give permission for its use, it’s the client’s. in this case it is the presidential candidate in argentina.
on other matters:
- the ad agency mentioned they have ads they developed in the country has been used in other countries. that is true BUT these are the same client in different countries. for example, absolut argentina and TBWA argentina (or any other country) can use an ad developed by TBWA philippines for absulot philippines. it does not happen that another client of TBWA argentina, let us say adidas argentina will use an ad developed by TBWA philippines for absolut philippines. ad agencies who will allow things like these will be fired by the clients.
until the next villar tv ad, then.
the above villar tv ad is a plagiarized version of the argentina tv ad, below. it copies the main creative handle.
the ad from aregentina is from SAVAGLIO/TBWA aregentina and the local ad agency of villar is reported to be Santiago/Puno/Mangada/TBWA. it’s possible the local ad agency paid royalties to the argentina ad agency or permission was given for use in the philippines.
ad agencies belonging to the same netwrok do share their work with each other through corporate reels and that could have been how the local agency new about the argentina tv ad. there are other ways to know about this ad – the argentina tv ad is an award winning tv ad and that also gives it a lot of exposure among the international ad agencies. being award winning also gives it a lot of exposure to the public like the internet or youtube.
sharing the ad with other agencies in the same network does not necessarily result to it being used in other countries. advertising ideas and concepts are owned by the clients, not the ad agencies. clients pay the ad agencies to write and produce advertising for them, the output is always owned by the client.
if an ad agency network like TBWA philippines would want to use an idea coming from another branch like TBWA Argentina, the philippine ad agency through the aregentina agency will need to ask the permission of the argentina client.
however, it is very unusual that a client who owns the original advertising will agree to allow another client of the agency network to use the work done for them.
it is also very unusual that the creatives of the local ad agency like TBWA philippines will want to use the creative idea from another ad agency. the very core of being a creative in the creative department of an ad agency is that you are creative. being creative means being original. there is a lot of pride in their work and abilities.
this whole thing is confusing to us. TBWA philippines, if it is the ad agency of villar, has a reputation of being one of the most creative in the philippine ad industry. we are puzzled why they needed to copy from another even if it belongs to the same ad agency network.
information from youtube:
This excellent political advertisement, it won the silver lion in the Cannes Lions Contest 2006.
Category: Public Awareness Messages
Product or Service: POLITICAL MESSAGE
Entrant Company, City: SAVAGLIO\TBWA, Buenos Aires
Advertising Agency, City: SAVAGLIO\TBWA, Buenos Aires
Country: ARG This excellent political advertisement, it won the silver lion in the Cannes Lions Contest 2006.
Category: Public Awareness Messages
Product or Service: POLITICAL MESSAGE
Entrant Company, City: SAVAGLIO\TBWA, Buenos Aires
Advertising Agency, City: SAVAGLIO\TBWA, Buenos Aires
Creative Director: Ernesto Savaglio
Copywriter: Ernesto Savaglio – Alexis Alvarez
Art Director: Pablo Carrera
Agency Producer: Eduardo Suárez
Production Company, City: AWARDS CINE, Buenos Aires
Producer: Fernando Rambo Damiano
Editor: Awards Cine
Music: Fernando Sorín
Account Supervisor: Ricardo Martino/Diego Campos Galante
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.
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: “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
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.
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
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.
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!
this is next in The 2010 Presidentiables Blog.
gilbert teodoro’s “posible” tv ad to be pulled off the air to avoid copyright infringement issue with rico blanco
gilbert teodoro announced his tv ad “posible” which has the song composed by rico blanco and mired in controversy on copyright infringement will be pulled off the air.
this is a wise move. we have written previously that the campaign does not need this kind of controversy, it removes the focus of the campaign on more important things, like winning the election. (read here: rico blanco vs. gilbert teodoro on copyright infringement – teodoro should pay up and revise his tv ad)
in our view, the teodoro campaign must have felt rico blanco have grounds and can very well file a copyright infringement lawsuit on him and on the campaign. they may win it ot lose it but it is not worth the time and effort.
we think someone screwed up big time on this error. the communication team of teodoro and it’s advertising agency should own up to the blunder. it would be just right if teodoro fired some of his staff and the ad agency for the putting the campaign in such a bad light.
they could actually revise the ad and put in a different music to this ad. the rico blanco song is not material to the ad. although we are not a fan of the (read: gilbert teodoro’s “posible” tv ad – a change of strategy to save his campaign), replacing the song in it will save the campaign some production money versus producing a brand new tv ad.
as some kind of coup, they could actually commission rico blanco to write a brand new song for the ad and that would sit very well for the audience, rico’s fans and rico himself. it twill be talked about and in a good way.
January 7, 2010
Meanwhile, Teodoro announced yesterday that he has already ordered the withdrawal of one of his television advertisements using the tune of “Posible” by Rico Blanco.
“We have pulled it out so there would be no more legal debates. But they should not say we did not have the right” to use the song, he said.
Teodoro maintained that they obtained the rights from a certain Greg Garcia to use the song.
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.
this is next at The 2010 Presidentiables Blog