mar roxas takes anger management therapy, shows it in his latetst ad, “payakitos” tv ad but pedals to advertising mediocrity
the title of the commercial is “padyakitos” referring to the very young, i would say tween age boy who is is on the padyak, the manual run tricycle. the title of the ad will not be seen by viewers but the title itself defines the path to advertising mediocrity this ad has pedaled mar roxas into.
it’s a title that is trying to be cute. we don’t know if “padyakitos” is a real term used by real pinoys, but choosing this title over the message of the ad tells you the ad is trying too hard to look cute and endearing.
this ad fails in many ways and we think we know the key reasons why this ad has led mar roxas to come up with an ad that we think will not enhance his image but will give him a new definition to his brand image – mediocrity.
we think mar roxas has been led to this kind of ad for right reasons but its execution was flawed. they concocted this ad to address the following key “crisis points”:
- the need to “soften” mar roxas’ brand image. they probably think mar roxas’ image has taken an “ass hole” image coming from his “senator putang ina” (read posts on this one here in 2011 presidentiables) incident and the unabashed display of uncontrolled anger in many occassions. they probably wanted to show in this ad that mar roxas is cute, likeable and yes he has been through anger management therapy.
- this one is one of the mortal sins admen and clients seem to commit all the time – they fell madly in love with previous ads that worked. roxas’ success into senatorial rock star status was his “mr. palengke” tv ad . they fell in love with that ad and they were obsessed with duplicating that success so they chose to graduate roxas from the palengke to the tricycle. this ad is still in the palengke area, but moved from inside the palengke to the outside, now riding a padyak. roxas wanted to replace the “mr. palengke” to “mr. padyak”.
- oh, and yes, roxas has defined the advertising strategy for his campaign and they wanted to make sure that is also delivered.
the above are all good and legitimate advertising needs that they need to fix. 2010 presidentiables.wordpress in the posts here in fact has warned senator roxas that his “senator putang ina” image will need to be fixed, but the execution of that need we think is faulty.
in fact the biggest error of this padyakitos tv ad is it is too executional and not strategic at all. not only is the ad too executional, their execution of that intent has made it into a hodge-podge of confusing elements, ginawang chop-suey yung ad.
we think the ad suffered a dramatic failure when the ad was not strategic at all, too executional and the executions were very poorly done. that is a recipe for advertising mediocrity and a sure hit WAWAM!
more on this on the next post.
read about “senator mar putang ina roxas” here: https://2010presidentiables.wordpress.com/?s=putang+ina