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“Daang Matuwid” is hurting Mar Roxas, to win #2016PHVote, he needs to junk it

February 11, 2016 Leave a comment

Mar Roxas 2 mini-attack ads – view them here

February 3, 2016 1 comment

finally completed – these are the two (2) mini attack ads by Mar Roxas

this was the first one aired:

the emphatic ending of “higit sa lahat hindi ko kayo nanakawan” is an obvious reference to Jojo Binay.

 

this is the second one:

Roxas says:

  • “walang drama” – refers to Grace Poe and her dramatics
  • “hindi ako paawa” – refers to Jojo Binay
  • “hindi ako siga-siga: – refers to Rody Duterte
  • “hindi run ako abusado” – most probably refers to Jojo Binay
  • “at hindi ako magnanakaw” – definitely refers to Jojo Binay

we think Binay had the most mention, 3 mentions out of 5 because he is #1 in he presidentiables survey. Poe and Duterte got one mention each because they are the other two contenders. Santiago did not get any mention because she is even lower than Roxas at the surveys.

what do you think of these ads? let us know by posting your comments here.

 

Team Binay whines about vsBinay attack ads

February 2, 2016 Leave a comment

we posted this yesterday:

we think the Binay team should be in serious meetings since last night strategizing and knocking their heads on how to respond to the attack ads. they have several choices :

  • complain to media about the attack ads
  • answer the ads though a press conference
  • have the ads banned from the air
  • launch their own attack ads against Roxas

we think for sure they will do #1. they will do that today. and probably do #2 too. the Binay team complains a lot and they do these things on a regular basis.

click and read here : a new era in Philippine political advertising – full blown attack ads vs Binay and Mar Roxas’ mini-attack ads

and #1 is exactly what happened yesterday with this news article  at the PDI:

Binay camp cries foul over ‘negative’ TV ads

The camp of Vice President Jejomar Binay Monday cried foul over the spread of “spurious” commercials that were apparently aimed at reviving the web of corruption issues being hurled against the standard-bearer of the United Nationalist Alliance (UNA).

Rico Quicho, one of Binay’s spokespersons, claimed that the videos were the handiwork of the ruling Liberal Party (LP) and that these were part of the latest smear campaign of the allies of the administration’s presidential candidate, Mar Roxas.

Quicho said the coordinated efforts to vilify the UNA presidential contender “started in the Senate and continued up to this day through a deceptive advertiseRico-Paolo-Quichoment.”

In a text message to the Inquirer, he said, “The elitist campaign to discredit the Vice President is nothing but lies and innuendos.”

“This is a manifestation of the vain attempt to compensate the gross inefficiency and lack of empathy of the LP’s presidential candidate through inappropriate mudslinging against another candidate,” he added.

Asked why he thought the LP was behind the political ads, Quicho said, “LP’s actions speak louder than words.”

“The participation of (LP) in the conspiracy to destroy the Vice President’s reputation is clear and obvious,” he added.

The three 15-second political ads came out in a major television network on Friday and have since been shared in social media by a group called “Supporters of Truth.”

Source : http://newsinfo.inquirer.net/760660/binay-camp-cries-foul-over-negative-tv-ads#ixzz3yzM9SZME 

the attack ads must be something for the Team Binay to take notice of them. from the article, it said the vsBinay attack ads were first aired last friday and there is apparently another attack ad against Grace Poe on her American citizenship. we have not seen the one from Poe. we watched a lot of local TV last night and we did not see the attack ads on air. we also still cannot find copies of the ads at the internet.

the attack ads are very useful, we wonder why they are not giving them good media weights behind them.

note: to the group called Supporters Of Truth can you get in touch with us because we want to post the attack ads here,

interesting for the 2016 election and for political advertising in the philippines, attack ads are new in philippine elections and philippine advertising.

 

 

Duterte’s “bowling ball” TV ad is not a joke, it’s a wawam!

February 1, 2016 Leave a comment

we first saw that ad on the internet. we found it amusing and we thought it was just a joke. a joke as in an ad that some teen-ager made on his computer and posted it on the internet. maybe the teen-ager submitted the “ad” to his high school teacher as a project for his Arts subject. we wondered what grade the highs school teacher gave the project.

we were wrong, it’s a real TV ad as we saw it aired at TV Patrol tonight. it was not a joke.

the ad is very simple, it communicates its message very simply. the analogy of Duterte as a bowling ball rolling over the pins of problems of the country. the visualization is something even young kids will understand. that is a good thing.

that is fine except that the ad has too many pins or problems of the country that as Duterte as the bowling ball rolls and each pin falls, we are unable to read the supers on each of the pins. in other words we could not read what problems Duterte promises to solve.

there are just too many pins or problems of the country that Duterte is promising to topple down. that leads to the biggest weakness on this ad – it is an over-promise. the ad is promising too many things that people might find it unbelievable.

it does not help that the ad does not say how Duterte will topple these problems or what is it in Duterte that will make him solve all the problems. in advertising terms, it does not have a “reason why”.

this is what this ad is all about :

  • lists too many problems of the country that Duterte will solve
  • too many for us to read what they are
  • without telling us how Duterte will solve them
  • or what in Duterte will allow him to solve them
  • and that high number makes the ad unbelievable

conclusion : it’s a wawam!

 

a new era in Philippine political advertising – full blown attack ads vs Binay and Mar Roxas’ mini-attack ads

February 1, 2016 Leave a comment

a new era in Philippine political advertising was opened up last night with the airing of three (3) full blown attack ads against presdientiable Jojo Binay aired at last night’s Kapuso Mo Jessica Soho TV show at GMA 7.

we’re still looking for copies of the vsBinay attack ads on the internet but this is what we remember the ads to be:

  • all three (3) ads are talking heads
  • 2 of the ads have 2 males and the third ad had a female talking head
  • all three looked like ordinary folks
  •  first ad aired started with “Boss Binay…” then the ad enumerates the various corruption charges related to Makati buildings
  • second ad talks about the numerous bank accounts Binay allegedly have. supers highlight the number of bank accounts and the total in the accounts, “P11 Billion”
  • third ad started with “Boss Binay…” then talks about Hacienda Binay
  • all the ads end with the talking heads asking to answer the allegations featured in the ad

these are full blown attack ads – they refer to only one candidate, even calls out Binay directly and focusses on the corruption allegations that have been made on Binay. the intent of the ad is to remind people of the negatives on Binay. focussed on that, the ad does not mention who the ad is from and who the audience should vote for. it does not build up a candidate, it aims to destroy one. the aim of the ad is to make Binay supporters drop Binay and choose another candidate. Binay in the most recent SWS survey has catapulted back to the number 1 spot.

who produced and aired the vsBinay attack ads? that is not identified in the ads. the ending supers of the ads just says “this is a paid advertisement”. in the US attack ads identify from whom the ad is from where at the ending of the attack ad says “i am (name of candidate) and i approve this ad” with a picture of the candidate who released the ad.

we think and this is just based on speculation on our part, the vsBinay attack ads may have come from the Roxas campaign. the media placements on the TV show seem to point to that. the vsBinay attack ads were aired very close to the Roxas ads that were aired on the show. media buys are done in clusters where ads from the same group are aired within the same program. no Binay was aired at the Jessica Soho TV show, only the Roxas ads were aired.

also and this could be competing reason enough to believe the Roxas campaign aired the vsBinay attack ads – it is Roxas who stands to gain the most in bringing down Binay in the surveys. Binay just climbed to the number 1 spot while Roxas has been languishing on the 4th spot. that is a dismal performance considering that there are only 5 presidentiables.

we think the Binay team should be in serious meetings since last night strategizing and knocking their heads on how to respond to the attack ads. they have several choices :

  1. complain to media about the attack ads
  2. answer the ads though a press conference
  3. have the ads banned from the air
  4. launch their own attack ads against Roxas

we think for sure they will do #1. they will do that today. and probably do #2 too. the Binay team complains a lot and they do these things on a regular basis.

#3 for sure they will do and as of this writing the ad agency must be writing a complaint letter to the Philippine Ad Board (this goes by another name now). the Philippine Ad Board is a self-regulatory body put up by the Philippine advertising industry where all ads pass through and are given approval to air, print or release. TV stations require an approval slip before they are aired on media.

the Ad Board has very specific and exhaustive guidelines as to what can be aired and not aired on Philippine media. all advertisers and ad agencies follow these guidelines.

competing clients and their ad agencies can petition the Ad Board to have an ad removed from the air. the Binay Team will most likely attempt to do this today. it would be a nice effort, but i do not think the Ad Board will agree to ban the ads. the Binay Team does not have any basis for having the attack ads banned. but they can always try.

my guess is that if the Binay Team is denied in its complaint to ban the attack ads, they will probably make a stink of it in media or take the Roxas Team to court. it will be an interesting time for Philippine advertising.

let’s step back a little first.

these three vsBinay attack ads follow the mini-attack ads Mar Roxas aired a few days ago. in fact, we also saw a new second mini-attack ad by Mar Roxas last night.

the mini-attack ads aired by Roxas is a talking head of Mar Roxas talking to the audience about who he is and what he will do. his topics are the negatives of his opponents and aims to convince the audience that he will not be like his opponents.

the Roxas mini-attack ad aired last night follows the first one aired by the Roxas campaign last January 26, 2015 (click here to read : Mar Roxas campaign airs a mini attack ad). the first mini-attack ad was against Binay, it ended with Roxas saying “hindi ako magnanakaw” while the second mini-attack ad was against presidentiable Rody Duterte.

note : we are trying to get copies of the ads and will post them here when available.

a day after  the first Roxas mini-attack ad was aired, we posted this on January 27, 2915 (3:20 pm) over Twitter (@wawam) :

IMG_3623

then an updated version was posted on January 28, 2016 (9:41 am) :

IMG_3626

the attack ads that the Roxas campaign aired were not the type that we think would work best for Roxas. we thought Roxas needed to air more hard working (i.e. hard hitting) attack ads. nastier ones that would cut like a knife on his opponents. and for his campaign to do that, we thought it should be from the Liberal Party or the senators. we were thinking of omnibus ads from the Liberal Party or all the LP senatorial candidates could handle the nasty attack ads.

having said that, the mini-attack ads Roxas aired is still a good step in the right direction. the good thing about them is that they replace the boring and to us quite ineffective TV ads Roxas has been airing since last year.

Philippine political advertising has been changed by the attack ads. i think it has taken it to a different and higher level of sophistication. attack ads on its own are tricky ads to do and this is the first time that attack ads are being done in the Philippines. it is tricky because it can go overboard and can backfire if not done right.

being new, the Philippine audience or voters will need to adjust and learn to take them in. the Philippine audience until last night have only been exposed to  positive ads about their candidates. these ads now talk about negatives about candidates and that will take some adjustment in understanding and specially accepting them.

with this change, the 2016 election will be one for the books. it will make history and change things for the future.

or we can conclude that  the 2016 election is one heck of a nasty election.

Leni Robredo’s trek to the vice president position : part 1

January 13, 2016 Leave a comment

thank you to blogwatch.ph (@blogwatchdotph) for inviting us to sit in during the session with LP’s vice presidentiable Leni Robredo.

there is something to be said about Leni Robredo, a vice presidentiable who gives her time to a group of bloggers and netizens to talk about issues and allow them to know who she is as a candidate and as a person.

and Leni Robredo needs the exposure. last october 19, 2015, we wrote in this blog (tittle : 2 things Leni Robredo should do to win) that to win, she needs to address her low awareness on a national level. Robredo is known in Naga and to a certain degree in Metro Manila. but with her experience and work concentrated on a local level at Naga, she is hardly known nationally specially when compared to her competitors in the vice-presidential race who are all nationally elected senators. they all have a national political base and are known on a national level.

this meeting with the blogwatch.ph will help address the need we identified in October 2015.

excerpts:

survey results notwithstanding, Robredo has 2 huge but very basic marketing things that she needs to do to win:

  1. address low awareness on a national level – robredo may be known in here hometown and to some degree in Metro Manila but she is hardly known in the rest of the country. that is a key issue as the position she is running for is national in scope, she needs the rest of the country to know who she is.
  2. what is the Leni Robredo brand equity or brand positioning? together with the issue of low awareness, Robredo’s other big problem and this can be much bigger than the first is nobody knows what she stands for. what is her brand equity or brand positioning of Robredo?

read: https://2010presidentiables.wordpress.com/2015/10/19/2-things-leni-robredo-should-do-to-win/

since October, Robredo has gone to other parts of the country to get to know the people and to allow the people to know her. she has aired some advertising which based onIMG_3550 the monitoring was about P91M in 2015 and places her 11th highest ad spender among the national candidates and 3rd highest among vice-presidentiables. the ad spending may be not much, but it is a move in the right direction.

what is interesting is that during the blogwatch.ph discussion, she admitted she was surprised by the amount of money spent on her TV ads. she said she did not have money to spend for the ads and the money for sure did not come from her. her party, the LP had spent for the ads. according to her, senator bam aquino is the one managing her campaign and would know the details of the ad spending.

honestly, we do not remember what ad she aired during that time. but i remember it was not a remarkable ad. it was forgettable and too run of the mill.

in a scenario where there is very low brand awareness, ads like the one she aired, boring it may be, is a good thing. the ad for sure will add awareness and build some brand equity for her.

however, for whatever brand equity she has gotten from the ads, it is on shaky grounds as a non-remarkable ad that builds an equity means the equity is vulnerable to erosion specially when the other vice presidential candidates start airing their own ads during the campaign  period which started just a few days ago.

the survey results recently released show that Robredo’s campaign is doing very well. it also supports the points we raised on what Robredo needs to win the election – increase awareness and a brand equity definition.

a few days ago, we tweeted that Robredo should aim to get more interviews to get media exposure, for more people to hear and see her. in the times that we have seen her during interviews, we were continually and exponentially  impressed by her. we thought more voters getting this experience, the more she gains supporters.

Screen Shot 2016-01-13 at 11.36.47 AM

the survey results are very good for Robredo. she was on a surge in the latest mid-December poll from SWS. from a very low 7% in September 2014, she gained a +16% points in December 2015, to 19% from 3%. more importantly her ranking jumped to a tie at 2nd with Marcos coming from 5th in September.

the surge in the surveys may have been driven  by the announcement of her candidacy and the endorsement from president Noynoy Aquino and the LP presidentiable Mar Roxas and the media attention given to her after the announcement. in other words, Robredo generated awareness and started to define her brand equity.

IMG_3563

her ratings in the survey has defined her as competitive even when faced with incumbent senators who already have a national standing.

the question is can she sustain this upward trajectory in the coming weeks?

~~~ more to follow ~~~

 

 

 

 

 

the winning ads of the 2016 Philippine election : as of January 2016

January 11, 2016 1 comment

in no particular order:

Presidentiable Jejomar Binay’s “Nognog” TV ad campaign 

there is a new version under the “nognog” campaign that was aired today but it is not yet available at YouTube.

these two ads were the start of the “Nognog” campaign and these ads are associated with reversing Binay’s declining numbers at the presidentiable polls and in fact had put him back at the #1 spot.

we were shocked when these ads aired. the ads directly addressed the issues of allegations of graft and corruption on Binay which have been on the headlines for many months and the reason for the dramatic declines Binay have been suffering at the polls. Binay was definitely on a steep declining trend when these ads aired.

after the ads aired and the surveys released covering the period of airing, the numbers of Binay spiked up. in fact they were a dramatic reversal of the umbers and placed Binay back on top.

the ad effectively redefined the allegations of corruption and graft against Binay. he has been saying these to the press and in appearances in the provinces but it really didn’t do much to change his ratings. that is, until the ads were aired.

we think what made this ad work was the term “nognog” that he called himself in the ads. “nognog” is a derogatory term used on dark skinned Filipinos that was often used against him by anti-Binay voters. Binay is dark skinned and short (pandak).

“nognog” is also something that most Filipinos can relate to. while it may be a negative or derogatory among the Filipino rich who are fair-skinned Filipinos, it is a fair and acceptable description used by the masses among themselves. its use suddenly allowed the masa to relate to Binay.

we think Binay’s “nognog” has the potential to be the “Mr. Palengke” of Mar Roxas when he resoundingly won his senate seat.

 

Senatorial Leila De Lima’s “Justice without fear or favor”

this just aired today. it was different and called your attention. you paid attention to this ad. it is highly creative and you do get the message. this ad  is able to give De Lima an excellent brand positioning among the senatoriables. this ad was so good that De Lima was trending on twitter after the ad aired. the Philippine Daily Inquirer also had an article on it at their website. this extra mileage is what you get when you air a good ad. this ad can push De Lima to the number 1 spot among the senatoriables.

what got us going crazy in this ad is the use of umbrellas. the story of corruption, crime ad drugs is plain to see in the ad. nothing really special about that. but what set it apart aside from the retro feel to it is the use of the umbrellas.

think about it – why did they need to do  a rainy scenario out of the bar? it is January, it is not the rainy season now. the only explanation is that they wanted to use umbrellas in the ad.

and to us, the umbrella is the symbol of corruption, arrogance and power tripping that we saw when Junjun Binay, the mayor of Makati and the son of presidentiable jejomar Binay was caught in a video being shielded by a bodyguard with a giant umbrella on a  non rainy night at Urdaneta Village when he harassed the security guards to let him exit the gate of the village while they were not supposed to .

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this ad firmly defines De Lima’s band positioning – as the anti crime and corruption super hero, a role she fulfilled admirably while she was DOJ chief. this cements that positioning for her.

in some way, we think this positioning of hers and this ad has the potential to take away the thunder from Duterte’s tough on crime positioning.

the ad also has excellent production values. the cinematography, direction, lighting, casting and acting were very topnotch. its fun to watch!

 

Presidentiable Rody Duterte’s “Merry Christmas”

Duterte is a presidentiable that you either hate or love. and there is no in-between – either you passionately love him or passionately hate him.  but this ad you take notice and the ending of the ad makes you smile. do not know if the haters have changed their minds about Duterte, but this ad you like for its wit and unexpected ending.

these ads are not a wawam!

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