richard gordon’s “the transformers” tv ad – a boring calling card
richard gordon is a creative man. who can forget his wow philippines campaign when he was with tourism? he also had “aim high olongapo” when he was rebuilding the city while he was mayor. it did not surprise us that he has “the transformers” as the line for his and fernando’s presidential and vice-presidential run.
but this ad does not deliver and in fact disappoints in creativity. it did not have the spark of the slogans we have come to know gordon is popular for. it has “the transformers” as a tagline in the end but it ends there.
we do not think the idea of “the transformers” was played up in any meaningful way in this ad. what this ad is a straight short resume of gordon, highlighting the key achievements in his career as a national leader. it is a short introduction of who richard gordon is.
it is not a failed ad, it is just too straight forward and close to being boring. it is certainly not creative. it’s a ho-hum ad, something you will be satisfied to see once and will not look forward to seeing it again. you would most probably leave the tv set to go get a snack or take a leak when you see this ad come up again on the tv.
we think this ad had a simple objective – introduce richard gordon to the voters. it is like sending out calling cards to the voters. it has achieved that in some measure but what a pity they did not make this ad more hard working.
the ad fails in one aspect – it did not make something out of the idea of “the transformers”. the line was there but it was not the core message nor was it dramatized in any meaningful way in the ad. the line has a lot of potential for creative work but they did not take it.
to successfully make use of the line, a lot of strategic and creative thinking need to be done. it is an idea that many of the young are familiar with, the transformers movie being one of the most successful in the last couple of years. the line being so much connected to the movie, the strategic and creative work need to find a way to pull it down to election talk and the presidency in ways easily understood and persuasive to a mass market and those who has not seen the movie. in fact even to those who have seen the movie, it needs some re-tooling for them to appreciate the concept for a presidential bid.
perhaps gordon will make use of it in the next ad, with the richard gordon calling card already distributed to voters. caution – it is a line pregnant with risks.