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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) :

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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.

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 .

Unknown

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!

new in Philippine elections – negative / attack ad against Mar Roxas

December 3, 2015 1 comment

we saw this TV ad at YouTube as we were looking for Mar Roxas political TV ads. we were surprised, this is the first attack / negative TV ad aired in the Philippines.

 

why is this first? that is because attack / negative ads are not allowed to be aired in the Philippines. and that is probably the reason why this can only be viewed in the internet through YouTube. the TV networks will not allow its airing on their TV stations. so far it has gotten only 13T views since it was posted last November 16, 2015 by a Michael Gierza.

this attack / negative ad against Mar Roxas is a polished ad that can only be written and produced by an ad agency. copy works very well, the production values are not superb but its passable and acceptable. the casting is well done with credible millennials appearing on the TV ad. it is an ad targeted against millennials.

the negative issues being hurled at Mar Roxas are well chosen, these being exactly the problems many of us, not just the millennials have been complaining about  for many months now, these are – heavy traffic, MRT problems and the Yolanda problems that are often blamed on Roxas.  the messages in the ad will resonate among the voters, among all voters who are not living under a rock in the Philippines.

the ad aims to do two (2) things : cast doubt on Mar Roxas and to confirm the negatives that have been talked about to be true. casting doubt on Roxas is potentially powerful and can harm Roxas. once a doubt is cast in the minds of the target audience, they become very easy to completely capture and convert into the opposite side.

the negatives or accusations have been around for many months. the idea is to put them on media so that those seeing the ad will confirm in their minds to be true. personally, i do not think that are true and it is underselling for Roxas to be blamed for those.  and that is how this ad becomes sinister. these are unverified truths, even unexplained in the ads why these are to be blamed on Roxas. but because the ad is out, there will be people who will not question its veracity and just accept them as truth.

the problem with the ad is the question of truth. are these negative issues truthfully attributable to Mar Roxas? i doubt if any one of it will pass the test of truth, there is this thing called “truth in advertising”, right?

Mar Roxas’ marketing and campaign teams should have this removed from the internet / YouTube. this has the potential to hurt Roxas if it gets a lot of views. it has only gotten only 13T views so far, lets see if it gets more after this posting in this blog.

we now wonder how that can be approached and removed from YouTube. YouTube and the internet is NOT governed by the Ad Board, the self-regulating body of the Philippine advertising industry. it has regulatory powers among local media like traditional media – TV, Radio, Print and others but most likely has none on the internet and YouTube.

we have to admit, given the barrier on airing attack / negative ads on Philippine media, putting one on the internet  and YouTube is a smart move.

 

 

 

 

Roxas surges up, jumps from far 4th to tie declining Binay at 2nd – Pulse Asia

September 29, 2015 Leave a comment

Screen Shot 2015-09-25 at 8.04.32 PM

Latest presidentiable poll from Pulse Asia shows a few things worth metnioning:

  • Mar Roxas;s ratings surged in September to 18% from the previous 10%. that is an amazing +8% almost doubling his rating
  • Roxas’ position jumped from a far fourth to now a statistical tie at 2nd with Binay with just a difference of 3% points. the survey has a margin error of +/- 3% points
  • Roxas overtook Duterte who had lost ratings
  • the gaps among the three, Poe, Binay and Roxas are now much closer in ratings than before
  • of the top three only Roxas increased his ratings (+8% points) while not Poe (-3% points) and Binay (-1% points) deteriorated
  • in fact among the top 8 politicians, only Roxas increased his ratings while the rest declined

just like the SWS survey, this Pulse Asia survey was conducted first week of September and the positive impact on Roxas’ ratings surge was president Aquino’s endorsement of Mar Roxas and Roxas owning and promising to continue Daang Matuwid. Daang Matuwid was what got Aquino to win the election by a landslide and has become the cornerstone of Aquino’s governance.

we are surprised at the power of Aquino’s endorsement and “Daang Matuwid”. we thought that would help but both have exceeded our expectations.

the value of Aquino’s endorsement come from the fact that Aquino is the most popular president of the country. and endorsement from him will help whoever candidate he endorses. Poe and Binay knew that and that is why both wanted Aquino’s endorsement. even Binay who is against Aquino had said so which on its own is a weird thing for him to say but he did.

Daang Matuwid’s power comes from the various high profile corruption cases that have been in the headlines for many months during the Aquino administration. that started with chief justice Corona who was impeached, Janet Napoles with her PDAF scam and high profile senators Enrile, Revilla and Estrada who are all in jail on corruption and plunder charges in connection with Napoles’ PDAF Scam.

aside from them. even vice president Jejomar Binay is embroiled in corruption and plunder charges that was in full media display for many months during the senate hearings. Binay being one of the presidentiables involved in corruption and plunder, the issue of corruption which Daang Matuwid is fighting has been highlighted this election season.

the country was aghast and nearly gave a collective puke every time the string of corruption charges were being revealed at the senate. there were many and each new alleged charge seem to be greater and more puke worthy than the last one. it was not lost on the people that Jejomar Binay was no ordinary government official, Binay as vice president  is  the second most powerful and most important elected government official in the country.

the country has in its midst the second most powerful and most important elected public official on whom alleged charges were being made that he was seemingly dirty from top to bottom and starting from the time he took public office in Makati allegedly including his family members from his wife to his children.

that was the scenario when Grace Poe came into the picture. Grace Poe was performing credibly in the senate hearings she participated in and the interviews she gave to media. she appeared to the people as a sensible, fair and most importantly clean elected government official.

as more of the alleged charges against Binay came to light and none of them answered and Binay and his spokespersons mishandling the situation, Grace Poe emerged as the exact opposite to what Binay stood for in the minds of people. that is the reason why Poe surged in the polls and took over the lead from Binay while Binay continued on his downward spiral.

Roxas at the time was just doing his job at DILG, hardly talking and not confirming his plans for the 2016 election. it is that reason why Roxas did not factor in the surveys during that particular time.

with Binay marred with alleged multi million and serial charges of corruption he was juxtaposed  against Poe who was squeaky clean. all of a sudden the 2016 election became an election about Good vs. Evil.

Poe being a woman who spoke in a measured and calm tone, with little make up, dressed casually almost always was directly compared to Binay a male whom the public pictured based on the numerous corruption power point presentations being made at the senate hearing.

it was the classic Good vs Evil comparison.

when looking at election polls, specially at the early stages of the election campaign, one should not just look at the actual rating numbers but equally important one should look for the trend. the trend is the one that will kill a candidate. the trend in many ways predict the future. in election polls, respondents are being asked of their sentiments and attitudes at that point in time that the survey is being taken. that attitude and sentiment ay change in succeeding survey points.  a trend describes the movement of sentiments or attitudes.

for the presidentiables once a trend is identified, that should demand some action from the presidentiable. a rising trend means whatever the presidentiable is doing is working in his favor, a declining trend means people are finding something wrong with the presidentiable. when that happens, the presidentiable need to change what he is doing or what he is saying so that the declining trend will first be arrested and then later on hopefully reversed.  for that to happen, the presidentiable need to do something different from whatever he is doing at the present time.

based on the polls as of this writing : poe is on the lead but trending flat; roxas is 2nd/3rd, an impressive climb and trending up while binay has decreased and continue to trend downwards.

are poe, roxas and binay listening to the trend?

 

 

 

 

triple whammy for Poe, Roxas & Binay in latest SWS survey, Roxas gains the most

September 23, 2015 1 comment

Screen Shot 2015-09-23 at 12.28.45 PMApparently there is a second survey for the presidentiables from SWS and this one puts presidenitables Grace Poe, Jejomar Binay and Mar Roxas practically on a there-way tie.

The survey was conducted Septemebr 2 to 5, 2105 and has the following ratings for the three presidentiables :

  • Grace Poe : 26%
  • Jemomar Binay : 24% (difference vs Poe – 2% points) 
  • Mar Roxas : 20% (dofference vs Binay – 4% points)

(source : http://www.rappler.com/nation/politics/elections/2016/106788-sws-survey-breakdown-presidential-tie)

With a margin of error at +/- 3%, Poe and Binay are on a statistical tie while  Roxas  vs Binay with a difference of 4% points is statistically significant but  it being just shy by 1% point, that is considered a statistical tie.

unlike the other SWS survey which was an options survey (respondents were asked to name 3 candidates who can replace Aquino), this is a real elections survey where respondents were asked to identify only 1 candidate who they might vote as president if the elections were held during the time of the survey.

this survey gave a triple whammy to all three presdientiables Poe, Binay and Roxas.

1st whammy – this is the biggest whammy and it is for the benefit of Mar Roxas. mar roxas before this survey was a far third to Poe and Binay. roxas jumping to tie the front runners is a big jump for roxas. this mimics the same kind of giant improvement that Roxas got in the other SWS survey where he got a +18% point improvement catapulting him to 2nd position (read here: http://wp.me/pnw03-1W0).

this shows Roxas is a legitimate contender in the election and is on an impressive increasing trend. the increasing trend will serve Roxas well as we move to the actual election in 2016, this means Roxas is building his support base at the same time the support base of Poe and Binay are not moving if not weakening.

2nd whammy – this one hurts Garce Poe. Poe in previous surveys showed she was way ahead of the others and was a clear leader. this survey with two of her rivals catching up with her shows she is not invincible. it says she can be beaten.

3rd whammy – this hurts Jejomar Binay. Binay used to be the runaway winner in the polls but his ratings have been suffering and was on a massive declining trend since the corruption and plunder charges have been exposed in the senate. Binay just getting  a tie with the two others means Binay has not arrested his declining trend and continue to suffer in the polls.

unless Binay changes things, like address the corruption and plunder charges against him, the declining trend will continue and his numbers will shrink significantly by election time. it is possible that the shrinkage will be big enough that the other leaders will overtake him.

Roxas’ ratings have gone up driven by the endorsement of President Aquino for his presidentiable run and Roxas’ declaring that he will continue Aquino’s “Daang Matuwid”. Aquino endorsed Roxas’ presidential run in an event held at Club Filipino on August 30, 2015. Roxas also ran ads almost the next day where he said he will continue Aquino’s “Dang Matuwid”.

Roxas has gained the momentum from this survey and will allow him to enlarge his support base.

Poe will need to work harder to get back her stellar number one position. Let us see if her numbers will improve on the next survey behind her announcement that she will run for president in an event that happened after this survey was conducted.

——–

Question On Methodology & Design For SWS :

we noticed that the two presidentiables surveys, the options survey and this election survey were run on the same time period. did that mean the questions for the these two separate surveys were in one questionnaire and both were asked of the respondents in the same sitting?

if so, was there no order bias in their answers? 

i would think there would be order bias and one or both of the answers of the respondents will be affected by the other. it would be difficult to accept the survey results if there was order bias. 

Roxas catapults to #2, beats Binay, all behind Aquino’s endorsement and “Daang Matuwid”

September 21, 2015 Leave a comment

latest SWS presidentiables poll for the 2016 election has put a dazzling surprise – Mar Roxas an erstwhile low 3rd in the previous survey has jumped to 2nd place and in the process pushing down Jejomar Binay to 3rd.

not only the improvement in ranking was the big surprise, the numbers are amazing, from the previous poll putting roxas at 21%, roxas catapulted to 39%, a giant leap of +18%.

binay who used to be 2nd now sits at 35%, almost the same as the previous poll at 34%. the 1% point difference is not statistically significant.

Screen Shot 2015-09-21 at 1.49.21 PM

source : http://www.sws.org.ph

however, roxas’ lead over binay, +4% points is statistically significant from binay with the +/- 3% points margin of error.

what happened? what caused the phenomenal increase in rating and standing of mar roxas?

we think what drove the impressive increase is the endorsement of president aquino of roxas’ candidacy to the presidency. the SWS survey was conducted  september 2 to 5 wScreen Shot 2015-09-21 at 1.57.31 PMhich was very close to the announcement of Aquino’s endorsement of Roxas that happened on july 31, 2015 at club filipino. it was a big event as it got full media coverage and was in the news that evening and succeeding days. it has been highly speculated that aquino will endorse roxas, the actual announcement was highly anticipated by everyone.

aquino is the country’s most popular president. no other president was able to gain the kind of very high ratings that aquino has gotten. this high level began at the start of his presidency and was continued on through the years. even aquino’s low ratings were much higher than arroyo’s ratings which almost always stayed on the negative. arroyo is one of the country’s most unpopular president while aquino is the country’s most popular president.

the incumbent president’s endorsement seem to have a lot of power, negative or positive,  in philippine politics.

president arroyo endorsed gibo teodoro but since arroyo was one of the country’s most unpopular president, that endorsement became a kiss of death for teodoro.

cory aquino’s endorsement of fidel ramos we think was one of the reasons ramos got elected. cory was and is one of the country’s most popular and beloved presidents. today, cory is considered a hero by many.

aside from aquino’s endorsement, we think the other driver for roxas’ surge in the polls is “daang matuwid”. daang matuwid was the campaign platform of noynoy aquino when he ran for the presidency, one that he won on a landslide. aside from the 2010 campaign, this was also used by aquino as central and often the headline of aquino’s governance.

right after the endorsement of aquino, roxas immediately proclaimed that he will continue “daang matuwid” and in fact Roxas ran TV ads on “daang matuwid” one day after he was endorsed by aquino.  in speeches aquino identified roxas as the person who he thinks will continue and has the competence to continue “daang matuwid”.

corruption in government which daang matuwid is going against appear to continue to be a top issue among voters. it also helps one of the key aspirants for the presidency is being alleged as a serial and multiple corrupt government official, vp jejomar binay. binay to this day has not answered or made  an effort to dispel the alleged charges of corruption.

this is turn is perhaps the reason why binay has been sliding in the polls. binay’s drop to third is the second for binay. he used to be at the top of the polls before the alleged corruption charges were revealed at the senate,

we had underestimated the power of president aquino as endorser and the idea of “daang matuwid”. we expected improvements but we dd not see it happening in this grand scale.

the momentum is with roxas. poe’s momentum has been stopped and binay may have stabilized. a continuing surge by roxas and a decline in base support for poe and binay can win him the presidency.

 

 

 

mon ilagan : how not to be the spokesman of the embattled Jejomar Binay

July 5, 2015 Leave a comment

mon iligan, previously from media who was also a congressman from some district was recently appointed spokesman for presidentiable jejomar binay and as we sometimes read also of UNA. he replaced a long list of previous  spokespersons of binay  – congressman jonvic remulla, congressman toby tango and atty jv bautista.

the way we see it, the previous spokespersons of presidentiable binay screwed up or in the case of remulla, maybe he got tired defending the indefensible  binay. tango appear to have been fired from being binay’s spokesman after the residency issue on grace poe was raised by tiangco which had terribly backfired on binay.

mon ilagan is new to his job. but this early, we think he  committed a grave error in his job as spokesman for the embattled  binay.

this came out on twitter :

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that “release” has a few things that are wrong with it.

an important basic in being a spokesperson – you are one for another person. as a spokesperson, you speak for your principal who in this case is presidentiable binay. when ilagan opens his mouth, he is speaking the words of presidentiable binay. it is like binay himself talking.

the twitter release was not about binay talking, it was mon ilagan talking about himself, what he thinks, not what binay wants the voters to know and not what binay thinks. the release even has ilagan’s role “UNA spokesman”.

more than mon ilagan being a spokesman for himself, the bigger issue we have with the twitter release is its content. ilagan’s press release about what he wants voters to know about his thouhgts has two parts – the first part is how he sees binay, “I believe in Binay’s capabilities as a leader” and the second part “despite the allegations and issues against him”.

being the spokesman and his salary being paid for by binay, the first part is not surprising. the surprising part is the second part.

in the second part, ilagan actually admits binay has problems – “allegations and issues” against binay.   ilagan is referring to the corruption and dishonesty allegations and issues that have stuck on binay. ilagan is probably the first spokesperson who admitted his principal, binay has problems. he is admitting that binay is damaged goods.

that is a very unusual and very wrong thing to say about your principal if you are a spokesperson. ilagan is reminding the people the allegations being raised against binay. he casted doubt on his own principal, the person he is supposed to speak for and promote.

it is a very strange sales pitch – buy this product even though something is wrong with it. we do not think a lot of people will want to buy a product like that.

in this one, mon ilagan, a spokesman for binay fails in his job – for talking about himself and his thoughts rather than putting forward the thoughts of his principal and for admitting something is wrong with the very product that he is selling to the voters.

it’s a WAWAM!

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