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: anti-poverty

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

noynoy aquino : anti-corruption

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.

erap estrada : nostalgia

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

gilbert teodoro: ego trip

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.

  1. February 11, 2010 at 9:44 am

    Villar must know that at any cost to battle poverty there must be no corruption in our country.
    He got a thick face for his team, he must be crazy, he is one of the leaders who made people suffer due to their corruption.
    He does not deserved to lead a nation for we all know he do not possess an integrity for governing a country.
    By all means, he is dying to win, ready to spend billions to bribe people to pursue his evil desires, because one thing is sure, Noynoy will run after them once he is in office.
    Villar chosed his path and that is betraying the public trust, there is an end for everything, and soon it will be payback time .
    Noynoy represents change, 30 years had passed, we are thirsty of democracy, our lives were ruined many times when we can’t see any opportunities, our dreams were wrecked and for us to build our lives again we need Noynoy to govern our country.

  2. Fran
    February 11, 2010 at 9:55 am

    I agree with what you said about GT’s ads. It is but true and obvious. But you know, not all voters or to a shorter but defined concept, supporters of Gibo will not have this idea run. Anyways, it’s your way of covenying insights thru your blog to people.

    2nd, I just noticed. You had a biased cling when it was Villar’s positioning to put comment on? Are you pro-Villar? just wondering

    • February 11, 2010 at 2:28 pm

      it will surprise you to know that by and large the audience are sensitive and smart enough to pick up good things and bad things in ads that they see on tv. in fact, in many cases the audience is much more brutal in their dislike of bad ads.i have seen this in muerous consumer research on tv ads.

      no preference on presidentiables, its just that the ads of villar are almost always very well done. same thing with the ads of aquino. the difference is that villar ads follow a specific strategy and course of action while aquino’s ads seem to be on a hit or miss pattern. aquino is just lucky that he has had good ads so far.

      the others – gordon, teodoro and villanueva have unremarkable to bad ads so far.

      • February 12, 2010 at 11:21 am

        What is your take on eddie villanueva’s ad? “Eddie Ako!” sounds like ego tripping to me. That only eddie villanueva is the only savior of this country (judging from the fanatical views of his defenders) will alienate him from those who do not see him in the same light as his avid supporters see him.

  3. February 11, 2010 at 4:18 pm


  4. antenna1
    February 13, 2010 at 10:37 am

    advertising will play a key role in this election. we are already seeing its impact on villar’s poll ratings.

  5. tiqui
    March 2, 2010 at 6:36 am

    ang advertisement ay isa lang basura yan, ang boto ang importante hindi ang basura.

  1. February 11, 2010 at 2:44 pm
  2. April 22, 2010 at 12:22 pm

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: