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!