Home > 2010 philippine presidential election, how to win philippine elections, noynoy aquino, noynoy aquino tv ads, philippine advertising, political ads, political tv ads, presidentiables > noynoy aquino’s “hindi ako magnanakaw” tv ad – the power of credibility in a powerful tv ad

noynoy aquino’s “hindi ako magnanakaw” tv ad – the power of credibility in a powerful tv ad

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:


  1. Jeco
    January 13, 2010 at 2:56 am

    The ad is a generalization of a common platform of presidential candidates from the past. Moreover, statements and phrases are vague without a call to action and more on rhetoric. If I were the campaign manager of Noynoy, I would want him to be less defensive and make the Cory factor less glaring. Noynoy is too dependent on his mom’s skirt of popularity. True, it doesnt help him in any way to prove that he REALLY does not any significant track record worth mentioning, well except that he’s not a magnanakaw. Other than that, can you help lead this nation from the level it is now? Im sorry but this guy just doesnt impress me

  2. Rommel
    January 13, 2010 at 6:22 am

    ang presidency eh hindi trial and error na bagay. dapat ang gawing basehan eh yung qualification. dapat may napatunayan ng nagawa na, at may kapasidad na gampanan ang kanyang tungkulin. hindi kasikatan o pera. magpapaupo tayo ng presidente na maglelead ng bansa natin. dapat yung pinakamagaling na ang piliin hindi yung puro pangako lang! dapat yung subok na at ginagawa kung ano ang sinasabi. practice what you preach. walk the talk.

    sa aking opinyon, si Gordon lang ang may ganitong katangian sa kanilang lahat. naging mayor ng Olongapo, chairman ng Subic Bay, secretary ng tourism, chairman ng senate blue committe at bukod dun, volunteer chairman pa sya ng Philippine National Red Cross. ang lahat ng yan ay ginampanan at ginagampanan nya ng mabuti. documented ang mga ito at hindi puro salita lang. sinusulong nya ang volunterismo. na sya ring naging elemento ng pagunlad ng bayan ng olongapo at sbma. alam nyo bang sya mismo ay volunteer ng red cross ng 40 years na? pag sinabing volunteer, ito ay kawang gawa.

    hindi ko alam kung sino ang boboto mo, kung si Gordon man o ibang presidente, ang gusto ko lang ipayo sayo, kabayan. sana ang magiging basehan mo sa pagboto ay yung pinagisipang dahilan hindi yung nadala ka lang ng emosyon o nagaya lang sa iboboto ng karamihan. karapatan ang pagboto at isang beses mo lang to magagamit kaya sana gamitin ito ng tama at responsable.

    • shano
      January 14, 2010 at 8:56 pm

      nawala ba ang smuggling sa sbma nung time na sya ang chairman?naahon ba sa kahirapan ang mga mamamayan ng olongapo nung sya ang mayor? ilang dekada na ba sa mga gordon ang olongapo?

      • Tim
        January 20, 2010 at 4:06 pm

        Gordon was able to create 100,000 jobs during his tenure by recruiting FedEx and Acer to come to Subic. Did you know when he was replaced by Payumo, he became filthy rich out of smuggling and taking bribes. Nobody can guarantee that every person will be lifted of being poor. Teach a person how to fish so he can fish himself independently, but he cannot make a person fish if he does not want to fish. Kaya yung political ad ni Villar, irradicate ang poverty is false.
        For Noynoy, he just does not have what it takes to lure in more investor unlike Gordon.

  3. OFW
    January 13, 2010 at 11:14 am

    sana lang yung mga ads niya ay huwag na masyadong iemphasize achievements ng parents niya. ang totoo niyan mas mahirap nga ang bansa natin nung si cory ang president.

    • shano
      January 16, 2010 at 9:08 am

      nang dahil sa nanay ko…ng dahil sa tatay ko…noynoy is not cory..noynoy is not ninoy..noynoy must present himsel as noynoy,wag anino ng mga magulang.

  4. ewe
    January 13, 2010 at 8:42 pm

    Please search what Eisenhower said on leadership. Perhaps it would all give us an idea of the qualities we need to look for in a leader.

    I’m not too sure if Noynoy’s detractors are actually listening but he has been repeatedly telling us what his plans are. Root cause analysis people! What is the root cause of our country’s ills? Corruption! This leads to lack of integrity and trust in government which leads to difficulty in the people’s buy-in of social development programs. So how do we curb corruption? First things first…bring back the trust in our government institutions by electing a president who will not treat our national fund as his or her private purse. We need a figure head that can inspire us to the right path not because he’s the smartest in the lot but because he has lived an example for us to emulate.

  5. shammah
    January 14, 2010 at 3:54 pm

    “Hindi ako magnanakaw… si Mar siguro, basta hindi ako un”
    In other words, will u execute the full authority of the president para matigil ang corruption ng mga tao sa ilalim mo? Kaya mo ba silang disiplinahin? kahit hindi ka magnakaw, mas malaki ang combined na ninanakaw ng mga taong mas mababa paosition. And everybody if not all thinks u r incompetent. muka kang maxadong mabaet. kakawawain kalang sa malacanang. bka magresign ka lang after 1 year. i-bubully klang ng ibang politico jan. hndi mo naman kayang ibulgar ang mga kalokohan sa congreso dahil mahina ka. napilitan klang tumakbo. aminin mo na.

    • January 14, 2010 at 5:21 pm

      you are tama! mahirap talaga mkibagay sa mga marurunong, pag nasira kana tuloy tuloy na…

  6. shano
    January 14, 2010 at 8:59 pm

    nararapat lang siguro na resolbahin muna niya ang gusot sa hacienda luisita bago hangarin resolbahin problema ng buong bansa…

    • January 15, 2010 at 12:10 pm

      onga… pwede ko ba malaman kung anong stand ni Noynoy dun sa hacienda luisitaat kung kaya ba nyang gawin ang kanyang sasabihin… makamasa ba siya o maka elitista

      • shano
        January 15, 2010 at 8:40 pm

        matagal ng sumisigaw ng tunay na reporma ng lupa ang mga magsasaka sa hacienda luisita pero mgpahangga ngayon wala pa ring nangyayari.ilan magsasaka na ang ngbuwis ng buhay sa lupang pag aari nila?

  7. julito
    January 15, 2010 at 8:09 pm

    The ad speaks nothing.
    LALABANAN is not a guarantee to improve the country because it does not implies
    appropriate governance it terms of strategy and methodology. It sound
    chaos. Sino ang lalabanan mo kung presidente ka na?
    SA NGALAN NG AKING MAGULANG – sounds dependent to the image of his parent. This ad
    is only good to unwise voters.

    HINDI AKO MAGNANAKAW – The impact of such is, you have previously cheated the country. Remember the slogan of ERAP ” ERAP PARA SA MAHIRAP”. ano ang ginawa ni Erap? Ask millions to Industries and Factories which cause the 2,000 factories and industries migration to Malysia, Indonesia, Autralia, Japan and China which causes the dramatic increase of unemployment.

    Recently, NOYNOY release press statement that he will NOT recognize the Chief Justice of the Supreme Court that will be appointed by PGMA… This just proved that he can afford to defy the CORY CONSTITUTION.

    we need serious president with intellect with positive vision to our Country.

    • shano
      January 16, 2010 at 9:15 am

      Ano naman aasahan mo kay Gibo na lalabanan ang korapsyon kung sya mismo ay kaalyado ng mga magnanakaw sa gobyerno? Going against the corruption is going against Gloria.di ba? Eh,saan si Gibo ngayon?

  8. julian makabayan
    January 16, 2010 at 6:21 am

    I have nothing against NOYNOY and it seems lots of our kababayan are still owing something from our dear cory aquino…and most of them are again willing to sacrifice another six years of their life if NOYNOY becomes the next president.or VILLAR or GORDON or BRO. EDDIE and rest of the PANG- GULOS…COME ON PEOPLE, FILIPINO’s are one of a kind , we are known to be the smartest group of people anywhere in the world and yet when it comes to politics…WE NEVER LEARNED..Political history in our country never change, it’s just another corrupt, self serving leaders and if not magnanakaw, wala namang nangyayari sa panunungkulan..HINDI AASENSO ANG BAYAN KUNG REQUIREMENTS LANG EH MABAIT NA LIDER..It’s the same shit just, different leader and different day..This is the time to think right, lets look for qualification esp. education, leadership abilities, importante yong presentable lalo na pag haharap sa mga foreign leaders, eh isa sa trabaho nila yan…Siguro naman ayaw natin na irepresent tayo sa international communities na mukhang mongoloid yong Presidente natin or worst kung si Erap di na nga makaintindi ng english eh lagi pang lasing…Idol ko yan…What we need is a serious, presentable, highly educated, disciplined, caring attitude for the people and of course for the whole country. Isa pa yong hindi mukhang uto-uto, Yon bang magi-stand sa ground nya for the good of many people..Yon bang tigasin, hindi naguubos ng pera para lang maboto…Kung sa process of elimination…I THINK GILBERT TEODORO LANG ANG THE MOST QUALIFIED, HE CAN DELIVER,.HE CAN DO IT..FOR THE SAKE OF OUR INANG BAYAN BOTO NATIN YONG MATAAS ANG PANGARAP PARA SA BAYAN …HUAG YONG GUSTO LANG MASABING NAGING PRESIDENTE KAHIT WALAN ACCOMPLISHMENT…pahabol pa….ayaw naman siguro natin na ire-present tayo ni CHRIS AQUINO AT BABY JAMES sa mga world forum…at siguraong mangyayari yan…

  9. Vish
    January 19, 2010 at 9:14 am

    The advertisement of Noynoy Aquino depicting a man going into an agreement with his countrymen that he will not get what is not due is fine for a 3 weeks but again its a trapo way of letting others know the good man. There are so many advertisement concept that can promote the goodness of Aquino and reach out his platform to many Filipinos. He is considered one of the honest civil servants of these country so no need to reiterate that anymore. He must follow the palengke concept or depict someone who councils and give advice, who orders and command and who lead not only his family in times of turmoil but the country as a whole in becoming united and peaceful. Developement comes later in his presidency which can be depicted in documented film.

    January 20, 2010 at 10:22 am

    Whatever u say about Noynoy, the fact is he is destined to be the next President, that is his DESTINY. wE HAVE HAD MANY VERY INTELLIGENT GOVERNMENT OFFICIALS BUT WHAT HAPPEN TO THE PHILIPPINES, PAURONG NG PAURONG. CORRUPTION IS VERY RAMPANT, WALANG NAGAWA ANG MGA MATATALINONG government officials to eradicate corruption. Maybe what we need is somebody who have very good EQ NOT IQ. uSUALLY VERY INTELLIGENT PEOPLE USE THEIR HEAD AND NEVER THEIR HEART.

  11. jux
    January 21, 2010 at 10:53 am

    i’m sorry but i have to say that politicians making promises is so annoying these days.. because they always end up breaking it, right? i have nothing against noynoy but honestly, i got irritated after hearing this ad. in addition, i doubt that everyone was impressed esp the relgion of Jeovah’s Witnesses which we all know condemns making promises. and yes, it’s important that we need somebody who uses his heart but still we all know that noynoy has so many people around him. I ALSO BELIEVE THAT NOYNOY IS NOT A CORRUPT PERSON AND WILL NOT STAIN HIS FAMILY’S NAME,BUT WHAT ABOUT THE OTHER POLITICIANS WHO WILL WIN THIS ELECTION2010? will he be able to control them? i think that what our country needs today does not only uses his heart but also a disciplinarian..

    January 22, 2010 at 10:35 am

    Considering the manner PGMA has driven this country and its economy to the ground, I see no other alternative for change except a vote for Noynoy Aquino. Teodoro’s close ties to PGMA doomed all his chances from day 1. He couldn’t even get a running mate willing to take on the heat. Being PGMA’s chosen candidate was a ‘kiss of death’ from the start. Anyone percieved to be closely linked to PGMA will have the same fate. Manny Villar is percieved to be a silent ally of PGMA as he has not voiced his displeasure on the state of affairs conducted by PGMA during her presidency. He is percieved to be someone who will enter into any deal worth making a quick buck on. Scrupples is certainly not one of his strong points. At the rate the C-5 controversy is burning, it’ll soon be a raging, fiery controversy that will be impossible to put out. Too much has been said and Manny has not made a move to nip it in the bud. Could it be that by doing so he will be piling more dirt over himself? Gordon could’ve been a good candidate but his moves have always been suspect and silently very much ‘in the wheel’ with the First Gentleman. He’s always been perceived to be a crafty political maverick who knows which side of the bread is buttered. He’s very quick at jumping into any issue that will put him on the limelight and on the good side of the media. That’s why he cannot become president. People know that and people are very wary of traditional “trapos”. Gordon is viewed as exactly that… a “trapo”. So is Manny Villar. And speaking of the vice-presidentiables…. Loren killed all her chances this time around by linking herself as running mate to Manny Villar. Everyone knows how difficult it has been for Manny Villar to pick a running mate due to the number of cotroversies hounding him. Well, tough luck, lady! Now it seems that Loren has become dead weight to the campaign mechanism of Manny Villar due to how she’s percieved by the voting population… a political butterfly. She’s become a big handicap! Mar Roxas did just exactly what the people wanted. He stepped aside for Noynoy to fill the presidential slot and he moved down to the VP slot “for the people”. A damn smart move that will assure him of the No. 2 spot. Sends out the signal…”I can swallow my pride and my ambition for the benefit of my country and my people.” Good shot, Mar… That’s a 3-pointer any day! With all that said… I rest my case. Let’s now wait for the May elections to take place, if it ever does, and see what the results will read without Garci and Roni Puno leaving their fingerprints all over the Comelec counting!!!

  13. February 1, 2010 at 11:45 am

    Millions of people especially Noynoy’s supporters have every right to know what really happen to the 2004 Hacienda Luisita Massacre. This is the dark side of Noynoy Aquino that continue to haunt him and his mother. The majority of Noynoy’s supporters are farmers, family of farmers, friends of farmers, relatives of farmers. Please read the complete report and facts about the incident of Hacienda Luisita…Many would agree Noynoy will lose more votes when the hidden truth finally comes out. Is this the kind of president our country need. He has so many old recycled politician and “Trapos” supporting him. Millions of people have a choice, we can expect much the same stagnant economy during his mother’s tenure as the president or we can vote for somebody with track records that can transform our country for a better tomorrow with Senator Richard Gordon/Bayani’s Plan for the country. Let us vote for a change….


  14. February 9, 2010 at 3:51 pm

    madaling sabihin pero mahirap gawin…
    sana nga magawa niya ito kung sakaling siya ang manalo..

  15. NotoCorrupt
    February 10, 2010 at 11:08 am

    Actually, nagawa nya ng patunayan n di sya magnanakaw… bilang isang anak ng senador at anak ng presidente never nasangkot sa corruption si NOYNOY unlike sa ibang naging anak ng presidente sa sandali ng panunungkulan ng kanilang magulang nagawa n nilang palaguin ang kanilang kayamanan sa di malamang paraan… Invest doon Invest dito daw… at ang resulta… kahirapan ng mga Pilipino… at yan ang Laban nating mga Pilipino… Putulin ang ugat ng CORRUPTION… Putulin ang kahirapan…

  1. January 12, 2010 at 10:14 pm
  2. January 17, 2010 at 4:17 pm
  3. March 6, 2010 at 9:26 am

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