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presidentiables ad themes: villar-poverty, aquino-corruption, estrada-nostalgia and teodoro-ego trip

February 11, 2010 10 comments

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!

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up next at The 2010 Presidentiables Blog are the positioning of the laggard presidentiables.

Memo To: Noynoy Aquino – fire your communication team and ad agency or lose the election

February 4, 2010 3 comments

we think noynoy aquino’s recent performance in the pulse asia january poll where he lost precious points and now is statistically tied with villar says this – aquino needs to fire his communication team and ad agency.

 villar able to finally catch up with aquino is mostly because ot the marketing  and advertising efforts he has launched so far. it is a very professional campaign.

~~  a mindscape landmark – carlo arvisu ~~

this is next at The 2010 Presidentiables Blog.

analysis – villar and aquino are opposites, villar and estrada are the same : pulse asia presidentiables poll january 2010

February 4, 2010 2 comments

taken from the January 2010 Pulse Asia Presidentiables Poll

the villar and aquino campaign should all be in their respective war rooms analyzing the latest poll results of pulse asia. we offer out analysis of it.

based on this data of soci-eco class breakdown, many villar and noynoy aquino are opposites.

aquino’s ABC rating of 37% and D at 40% puts aquino tending towards the middle class to the the upper class. villar on the other hand has 39% among the E and 34% D puts him more towards the lower class. among the socio-eco class groupings, aquino is strong among the ABC segment while it is villar’s weakness. villar’s strength is at E  segment, aquino’s biggest weakness.

more interesting, villar’s profile based on this chart is exactly the same as that of erap estrada – strongest among the E, most weak among the ABC.  we think villar has achieved this profile through his tv ads and their conscious move to change his campaign’s platform to  “go all out on poverty”.

we have written about this move in this blog : manny villar’s “all out war on poverty” platform and here: manny villar’s “magtatapos ng kahirapan” tv ad – a bold shift in advertising strategy, 5 stars!.

looking at this poll results, villar’s strategy changed worked.

manny villar’s “magtiwala – dolphy” tv ad

January 25, 2010 5 comments

high school students produce their own version of manny villar’s “magtatapos ng kahirapan” tvc – 5 stars!

January 7, 2010 4 comments

we are posting this self-made video of the manny villar tv ad by a bunch of talented and happy high school students for everyone to enjoy and appreciate.

we are posting it here to give them credit and to encourage them to continue to do work like this for fun and to sharpen their skills at what they do.

we are also posting here our commentary, again with the spirit of celebrating their talents and encouraging them to continue doing things like these and be better each time.

~wawam~

—–

when i saw this ad, i saw happiness. i saw nothing but happy, smiling thigh school students enjoying themselves to the max. and that made me proud and excited for these bunch of high  school students.

first on the technical side – we wonder what video camera did they use to film this commercial. the shots are not as crystal clear in professional tv ads but the pictures in  this ad are clear enough to appreciate the beautiful and handsome faces of the boys and girls in the ad. we do not think this is a cellphone camera but some kind of handycam.

the camera work is very well done. a tripod was most likely used and the camera movements were smooth, builds the story without boring the audience. i thought it was obvi0us that the camera movements were planned before hand as if a storyboard was actually drawn before the shoot.  

most notable scenes to me is the second scene where from the first scene a close-up of the girl it cuts to a boy lying down and hitting the floor with a bottled juice. we do not understand why the boy is in such a pose, but it was very unexpected and it made the commercial interesting.

the other professional shot is the part on the housing scene where it begins with a close up of a boy singing, the camera pans to the right to show rooftops and the boy points to the houses. that is a professional directorial treatment. well done!

i also thought the editing of the ad was well done. not too many cuts and the transitions were smooth. camera work was jerky at the group shots of several of them singing, they should have used a tripod in these scenes.

last point – what is the reason behind each one of the teens carrying and showing their cellphones? i listened hard to lyrics of the song, they are exactly the same as in the villar tv ad, so i did not think the cellphones were related to the lyrics they sang.

there is a contradiction in showing all of them showing their cellphones with the song they were singing. the lyrics were about poverty and how villar will remove them from poverty. teens carrying such cool and expensive cellphones says they are not poor.

on the over-all there are a lot of things to celebrate in this ad. it is on the over-all very well done specially considering the equipment they used and the experience this group has in making this ad.

we celebrate in particular these kids kind of fun – spending a lot of time thinking about this, producing it and editing it. these are very wholesome and commendable activities for these teen-agers. this blog applauds you and would like you to know we are very proud of you. it is an honor to have your work posted in this blog.

i would recommend to all the kids in this tv ad to consider a career in advertising, tv and show business. very excellent work.

5 stars, no less!

The 2010 Presidentiables Blog’s post featured in Manny Villar’s website

January 6, 2010 2 comments

we are shocked to see the post we wrote on manny villar’s new tv ad, “magtatapos ng kahirapan” featured in manny villar’s website, word for word, the whole article.

we know that there are websites and bulletin boards that quote or post the links to our blog but this is the first time we have seen a whole article posted in another website.

the way the manny villar website did it is  it is made to look like we wrote that piece for the villar website. but it credits were properly made – the source, this blog was properly identified and it was clearly stated in the title on the section as from a “blog” and we thank them for the acknowledgement.

one thing is for sure – the manny villar campaign monitors this blog. and that is a very good thing. it tells you that things we post here and the comments readers make has a chance of being read by the manny villar campaign.

the piece we wrote was mostly favorable to the manny villar ad  and now it makes us  wonder if they also featured in their website the piece we wrote that was not favorable to their ad.

sometime in january 2009, villar released his “itik” tv ad and we wrote about the continuity problem with the ad.

some directorial trivia on this ad – we suppose in an effort to portray the big man villar being able to relate with the small man, we see villar stepping into the mud of the itik farm through a quick close up of the farmer’s shoes/legs and what looked like villar’s shoes/legs.

the shot pulls out to show who owns the two pairs of muddied shoes, the farmer and villar, then together they walk on the muddied farm,  then villar goes down to grab an itik.

now, here’s what i am sure was an “aha” moment for the director – as villar stands up from holding the itik, the director makes it a point to show villar wiping his supposedly muddied or dirty hand on his shirt.

nice touch? hmmm…..

that’s supposed to show that this big man (rich man) villar not showing any qualms about getting his hands dirty and in the process getting his clothes dirty, too. being rich, we assume he was wearing an expensive shirt, but he had no problems getting it dirty. a big man for the small man.

it could have been a nice touch, really, but there is a problem on continuity.

that hand wiping mud on the shirt continued to the end with villar still wearing the same shirt, but voila! the shirt he was wearing on which he wiped his dirty hand on was miraculously clean!

makes you wonder –  if his shirt at the end of the ad was clean, what the hell was he wiping his hand on his shirt for? and if he wiped his dirty hand on his shirt, why didn’t his shirt at the end of the ad show dirt on it? hmmm…… did villar have his shirt washed right on the farm before the end shot was made?

read in full here: manny villar’s “itik” tv spot : dirty hand or clean hand?

other posts on the same tv ad: memo to manny villar : clean up the dirty hand and this one manny villar’s “itik” ad changed to show villar indeed has a dirty hand and a dirty shirt! 2010 Presidentiables claim victory for continuity?

lead in for The 2010 Presidentiables Blog article is on the lower left hand corner of this screen grab

click here for the manny villar website: http://www.mannyvillar.com.ph/index.php

villar’s “moriones st.” tv ad – a “getting to know” tv ad that works – 4 stars!

June 29, 2009 2 comments

we think this tv ad is a good ad written behind a good strategy and good execution.

this ad is all about knowing who manny villar by giving us a glimpse of  the history of his life, the beginnings. it is a part of his life that we know very little of. before this ad was aired, we knew villar mostly as the man who is  a multi-millionaire who made money in real estate, became a senator and recently embroiled in a nasty chicken fight with senator lacson on the double insertion of the C-5 road extension in the national budget.

the ad gives presses the pause button to all of that and lets us know who manny villar is and where he was before. it  is good copy.

it is a story of rags to riches, a story that most filipinos love to watch from the time of susan roces to nora aunor, sharon cuneta and today’s young stars. aside from love triangles, this kind of story is common fair in movies and tv among pinoys and they do become hits.

we are surprised it is still there all these years, but the choice of villar”s old house when he was a boy and poor as a setting is a good idea. we forgive villar for what is most likely creative license in miraculously still having the old house after all those years, but we buy into it just the same. (old house question: you mean through the years staff has been “maintaining” that house in disrepair? his parents knew he will become a multi-millionaire, senator and presidentiable that they kept that house for decades, not just to own it but also to make sure it is in top condition of disrepair? really?)

its execution is also well chosen. a straight out one-0n-one interview is a good touch as it gave the flavor of reality. they could have done a honest to goodness tv ad on it with dramatic visuals and musical scoring, booming voice over but it could have pushed it on the edge of unbelievability and over-dramatization.

boy abunda is a good choice. doing a one-on-one interview with boy abunda gives its a healthy dose of reality and believability into it. yes, i think we see boy abunda as a signal that what we see on screen is well, reality, believe it or not.

we wonder if boy abunda’s  questions and comments  were scripted but boy in this interview showed mastery – excellent questions and even more brilliant commentary and summary of the points in very poetic and emotional choice of words. parang pelikula!

we all know who boy abunda is. in our minds, we have sort of convinced ourselves that boy asks only the right questions and when he asks, the answers he gets are nothing but  real. we forget that he is from showbiz and most of his interviews are with showbiz personalities who are good in acting and make believe, including  scripted lines.

this ad on villar is actually chismis. come on, be honest with yourselves. it is fare we all love to devour on sunday afternoon tv. the fact that we are looking into the private life of villar and we are taken there by boy abunda, the master chismis person is just perfect for our sense of peering into the private life of manny villar. pinoys are voyeurs, remember? (check back on how pinoys have been turned into voyeurs from here: http://wawam.wordpress.com/2009/06/01/haden-kho-and-katrina-halili-turned-us-all-into-voyeurs/)

the whole ad is just packaged very well. we should be bored with  ads like these but we are not. we are fixed on the tv and we get to know who manny villar is. 4 stars!

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