senatoriable nancy binay’s TV ad – empty promises glorified
nancy binay, daughter of vice president jejomar binay will run for senator. she released a tv ad, legally epal, with the tagline “Kay Nancy Binay – mga bata gaganda ang buhay” (With Nancy Binay – children will have a more beautiful life).
the ad positions the senatoriable as pro children with the specific promises of improving education (“gaganda ang edukasyon”) and improving health (gaganda ang kalusugan”) leading to a more beautiful life (“gaganda ang buhay”) for the children.
it is an interesting positioning as it specifically places nancy on a pro-children promise. we do not remember political candidates having taken this positioning in the past. question is, is this enough to get her elected? is children’s good life a compelling proposition to voters? we assume some research has been done on this one.
while nancy’s advertising positioning and promise is specific to pro-children, it is not specific on exactly what she plans to do in promoting the “good life” of children through “good education” and “good health”. it does not specifically answer the question – how will she do it?
in advertising, what is missing is called the “reason why” or the support. it tells the audience how will the candidate deliver the promise, what will she do to make it happen.
from an advertising technical standpoint it does have a “reason why” – it uses her dad, vice president binay with copy that says “mana sa kanyang ama” (“takes up [inherit] from her father”) but does not say any specific action that nancy will take to improve education and health for children. all it does is to ride on the general popularity of her dad. after all, he did get elected vice president in the last presidential elections.
but jejomar is a weak reason why for the promise of children’s welfare – he is not known to be a children’s welfare advocate. in fact his ads during the vice presidential campaign were more on the general progress in the city of makati and the specific benefits residents of makati have gained while he was mayor there, children’s welfare was hardly mentioned.
the reason why, specially in political ads is very important. it gives specific promises as to what plan of action the candidate will do when elected into office. using a reason why that does not connect to the promise is of no help and of no consequence, it is like having none at all.
in this ad, nancy binay gave empty promises that we doubt will get her elected. it’s a WAWAM – what a waste of advertising money.