this picture of a Duterte supporter displaying this poster during the last presidential debate in Luzon is prime example of why Rody Duterte is not right, is bad for the country and our people – Duterte inspires us to be our worst. with Duterte, we think being stupid is the right thing to do and to be.
this Duterte supporter thinks telling those who will not vote for their candidate that they will be killed is okay, even smart and for sure something to be proud of. the supporter forgets or ignored that killing is a crime and not something decent people wish for others.
i am thinking this supporter thinks this is okay, as he will probably say it’s just a joke or these are just words. but that on itself is also wrong. it’s not a joke when you kill someone or when you are killed, the same way as it is not a joke to say you would have wanted to be the first to rape a dead victim who has been gang raped.
we take decency so lightly now, even our values and principles. Duterte has given us the example to do that. and by Duterte’s example we can be harming and hurting others now and just give it an excuse later or just apologize after the harm has been done.
this is now who we are as a people. we do not teach these things these values and thinking to our children, in fact we teach our children not to be like these. why then do we tolerate and follow the example of Rody Duterte?
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:
- “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.
note : we are still looking for ways to post the video here. we will post it here once we are able to find a way to do it.
just tonight, the Mar Roxas campaign aired what i can call a mini attack ad, a small version of the attack ad that i was tweeting about in the afternoon today.
we would have done a more aggressive and a definitively hard hitting attack ad than the one Roxas aired. and because it would be hard hitting, it would be best done by the Liberal Party and the LP senatoriables which is called an omnibus attack ad.
but it is an ad in the right direction. it is an ad better than what Roxas has aired previously and the times and situation that Roxas is in calls for such an ad.
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 .
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!
VP Binay withdraws from debate with Trillanes, Senator Nancy deep in thought on what to say about it
this news was all the rage today in social media. VP Binay challenged Senator Trillanes to a debate, Trillanes accepted, Binay and Trillanes camps sit down with the KBP to discuss the debate then today, Binay withdraws from the debate.
social media exploded with tweets on what just happened. these are just a few:
there will be a lot more reactions to this political event. we are particularly interested on what Senator Nancy Binay, VP Binay’s daughter has to say about it.
and we are also interested what VP Binay’s quadro spokespersons Gov Remulla, Rep Tiangco, Atty Bautista and Salgado has to say.
for the record, VP Binay was first to challenge Trillanes to a debate :
not that we didn’t know it would happen, but the drop of -10% points in the presidentiables survey is significant both statistically and subjectively and time for presidentiable VP Jojo Binay to panic. this significant drop is exclusively because of the graft allegations and charges that are being made at the senate committee hearing on the overpricing of the Makati Parking Building.
this is not due to a competition making inroads or a change in the country’s situation and thus a change in voters sentiments, this all due to his making or his “not making”.
in marketing terms, the brand image of vp Jejomar Binay is getting hit badly. the word “corruption” has been attached to his name or at minimum a huge mistrust or suspicion is building up.
the drop in rating is across the board – all 4 regions and all socio-eco classes and each one is mostly like statistically significant. drops like these when seen in market research in marketing causes panic among the marketing and advertising teams. these are dramatic decreases. aside from the big deterioration in ratings, the bigger worry is that this might be the beginning of a declining trend. there are 6 more quarters until the 2016 election, a conservative and generous average drop of let us say 5% points every quarter will put the Binay’s rating by election time at 1%, certainly a rating that will not get him to win the election.
of course things can still change for Binay. this thing called “nothing is impossible” in marketing is also applicable for Binay, the 6 quarters to go also means there is still time for Binay to recover in the presidentiables ratings. but to change that will mean Binay needs to panic and change strategies and tactics. the horrific data means people are believing the corruption charges and allegations that are being made at the senate hearing and more importantly whatever Binay has been employing to answer them are not working, they are not able to change the minds of the voters.
is Binay willing to change strategies and tactics in answering the charges? we do not think so and we do not see it. Binay has not changed his strategy of “Binayfication” – introduce new and unrelated issues and points to the allegations and charges in an attempt to divert the attention of the audience to something else and anything but the corruption charges and allegations. with Binayfication, Binay ignores the charges and allegations. this has not changed since the start of the revelation of the charges and allegations and to the most recent statements of Binay and his various spokespersons.
note that this presidentiables survey was conducted at the start of September when the charges and the senate hearing was just getting started and before his infamous speech that was meant to “answer the allegations point by point” but was nothing even close to it and instead he made a 2016 election campaign speech. we know that from listening to the speech and from the words of Governor Remulla, one of his spokespersons who characterized the speech as “very presidentiable”. you know the speech is not to answer the allegations when his own spokesperson described the speech as “presidentiable”.
these rating drop could have been much bigger had the survey been conducted towards the last part of September when the senate hearing have had more hearings and more allegations and charges were revealed. nevertheless, Binay has not really changed his Binayfication strategy.
we also note the spin that another spokesman of Binay made about the rating – congressman toby tiangco said they were “positively surprised” by the ratings as they expected them to be lower. he was right and wrong about that. the rating was not as bad because the survey was conducted at the start of september when the issue was still new and not a lot of issues have been revealed. tiangco’s statement was a lame spin to squeeze something good from something terribly shitty. no wonder tiangco was fired as spokesman and replaced by governor remulla.
we have this thing called “lessons learned” in marketing. when we do a new marketing plan, we get the data from the previous year and analyze them and pick out “lessons learned”. that essentially identifies the mistakes made in the previous year and apply lessons to address or correct the mistakes. doing a good job at “lessons learned” often makes the difference at succeeding in the new business year for many brands.
we do not know where binay and his team of advisers are at. but if they do not shape up and become honest to themselves and look at the lessons learned from the previous weeks, things might not change for binay and his 2016 election ambitions. we only have one data point, so we do not know yet if this is a trend, it is a huge single data point, what they need to worry about is if this is single data point is the beginning of a trend. if it is a trend, then the 2016 election is one for Binay to lose. he can reverse it, but is he honest enough to face the lesson learned and face the allegations and charges squarely and stop the Binayfication strategy.
in marketing as it is in politics – not changing and continuing on a strategy that has been giving bad results spells doom.
~~more to follow~~
source : http://pulseasia.ph/