the attack ad memes that the Mar Roxas campaign needs – since yesterday

sometime mid March, we posted a chart over twitter for the Mar Roxas campaign. at that point there were many data points that were showing the Roxas campaign was not going anywhere. Roxas’ ratings in the polls were not going up.

in many of Mar Roxas supporters’ minds was the question – can Mar Roxas till win the election? and other questions like – what can Roxas still do to win? is it too late for him?

those questions were being asked of me over at twitter since i had taken the view that the Mar Roxas campaign was failing. having a weak campaign was a view i took since November 2o15 when i started tweeting about it. that POV was based just on an analysis of the Mar Roxas ad campaign and the resulting brand positioning that Roxas has taken. it was anchored the ad campaign and brand poisoning of “Daang Matuwid” which is the main weakness.

at that time in November there were still a few quantitative data points to support my analysis and point of view. but that changed by  February 2016 when there were already an avalanche of data points that showed the Roxas campaign was failing –  poll results showed he was stuck at 4th place in a field of 5 candidates and his ratings were not moving at all, it was flat within the 18% to 20% range.

 

this will deal with number 3 on the above – “air attack ads vs Binay, Poe and Duterte”. they are Mar Roxas’ opponents who occupy the first 3 positions ahead of  his 4th ranking.

at this point, Mar Roxas’ campaign objective need to be : add  supporters by gaining from and converting supporters of his opponents to his side.

he is 4th and at best has 20% in the polls. those will not win the election for him. he will obviously need to go up to 1st with at least a 35% rating. that means he needs to take 15% points from his competitors. he needs to convert that many supporters of his opponents to his side,

one of the most effective ways to do that is to air attack ads against his opponents. attack ads are ads that question the credibility, put in doubt the abilities and correct the wrongs said or done by Roxas’ opponents. the target audience are the supporters of his opponents and the goal is to convince them that they are supporting the wrong candidate and instead shift their support for Roxas.

today, we saw over at twitter memes on Grace Poe based on her performance during the last second presidential debate. these are “fact check” memes – these memes are correcting the wrong things that Poe said during the debate. these to us is a form of attack ads.

there were many more “fact check” violations committed by Grace Poe during the debate. and even much more committed by the other candidates, Rody Duterte and Jejomar Binay.

over at Twitter, i suggested to the mar Roxas campaign and Mar Roxas supporters to do more fact check memes on Poe and specially the other opponents of Roxas.

memes are cheap to make but we think if done well and in good numbers, it can be effective specially if traditional media picks them up.

attack ads are what Mar Roxas needs. they are not a WAWAM!

 

 

Daang Matuwid failure – after 7 months, Roxas reaches only 4th and flat in the polls

Mar Roxas’ presidential campaign is unique – it is the only campaign that has single-mindedly stayed on one platform and advertising campaign since it launched in end July, 2015 with the formal endorsement of President Noynoy Aquino at Club Filipino. Roxas has stayed on “Daang Matuwid” since that formal endorsement. In the words of Aquino, Mar Roxas will “continue Daang Matuwid”.

With that announcement, Roxas got a huge bump in the polls, surging from a single digit rating to a double digit rating. That was in September 2015 where his rating at Pulse Asia stood at 18% making him a legitimate contender among the presidentiables. The surge placed Roxas at 3rd and very close to Jejomar Binay who was at 2nd, That was the first time that Roxas placed strongly in the polls.

But that surge in September 2015 was the last good news Roxas has gotten in the polls. For seven (7) months since September 2015 that Roxas has stayed on “Daang Matuwid” , Roxas has not gotten any good news in the polls.

After seven (7) months, Roxas is still 4th out of 5 candidates and his ratings has remained flat, just moving within the range of 17% to 20%, close to being within the margin of error. Being within the margin of error means the differences in his ratings are not significant, his numbers have not really changed.

 

 

This means “Daang Matuwid” is associated with failure, the most that it has given Roxas in the last seven (7) months of being single-minded on it is 4th place that is not moving at all. fourth place in an election will not win it.

In marketing and advertising an ad campaign or a brand positioning that is not delivering the results, like a rise in market share or an uptick in volume sales, is immediately dropped and changed into something else.

This action of dropping and changing ad campaigns and brand positioning is even more dire in a political campaign. A political campaign is short, lasting just months and has a definite deadline – election day. Not getting it right by election time means losing the election.

Mar Roxas’ “Daang Matuwid” for sure is a WAWAM!

Read also :

• why Mar Roxas’ “Daang Matuwid” ad campaign is failing http://wp.me/pnw03-1Z5

• Mar Roxas’ “Daang Matuwid” ad campaign is failing him – the numbers show it http://wp.me/pnw03-1YE

 

why Mar Roxas’ “Daang Matuwid” ad campaign is failing

Part 3.

 

 

this is a lethal combination for any campaign or brand – when your own ad campaign is doing badly while at the same time your competition’s ad campaigns are doing very well. you have nowhere to go for strength.

 

 

 

the Mar Roxas ad campaign fails in its advertising strategy. no amount of creative advertising or media spending can make an ad campaign work for you when the strategy is all wrong.

brand positioning is the most important and most powerful component of the advertising strategy. get the brand positioning wrong and everything else is wrong and weak.

the Mar Roxas campaign is so entrenched and totally defined by “Daang Matuwid” that any negative, any comment or any problem with it by extension is put on Mar Roxas. never mind that Roxas has no direct hand on them. voters are not seeing that. the take away of voters is that with Daang Matuwid as failing or having problems, Mar Roxas is failing and having problems.

elections are about the future, the things that will happen for us in the future. that is the reason why elections are about promises that the candidates are making now and will do in the future. Daang Matuwid is about the current and the past. a candidate promising the current and the past will not be going anywhere in an election that is about the future.

 

with Roxas placing 4th out of 5 presidentiables, his marketing and campaign objective is clear and obvious – he needs to convert supporters of his competitors into his camp. his goal is to look for switchers from his competitors, he needs to convert them to his camp.

“Daang Matuwid” does not do that. in fact the reason supporters of his competitors are supporting others is because they are promising something other than “Daang Matuwid”. promising “Daang Matuwid” is not giving them reason to switch. all that it will do is sustain his current power base which based on the surveys is a small minority.

 

 

 

dropping “Daang Matuwid” is a very major and serious change that the Mar Roxas campaign needs to do. it is necessary. keeping it in the campaign as a brand positioning will not move up Roxas’ standing in the surveys and not move him to win in the election.

there should be some consumer research that the Mar Roxas campaign can do to confirm my views on Daang Matuwid. regardless of the consumer research , the numbers that we have now supports my view – Roxas’ ratings are flat and he ranks 4th out of 5 candidates.

Mar Roxas’ “Daang Matuwid” ad campaign is a WAWAM!

 

 

 

 

 

 

ads of Mar Roxas’ competitors that worked for them, hurt Roxas

Part 2.

 

 

 

 

 

Mar Roxas’ “Daang Matuwid” ad campaign is failing him – the numbers show it

Part 1.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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

the presidentiables on the Economy and Jobs

PDI is running an interesting series of articles on the presidentiables. we ae providing a link here and excerpts.

source : Agenda of the next president: Economy and jobs 

Agenda of the next president: Economy and jobs

Starting Feb. 9, 2016, the Inquirer is coming out with a 10-part series on pressing national concerns that should be high on the agenda of the five contenders in the May 9 presidential election. The series should help Filipinos choose wisely the country’s next leader.

In line with the Inquirer’s “ThINQ.Vote.” advocacy, we have asked the presidential candidates to outline their concrete plans of action in dealing with 10 decades-long issues on poverty, economy and jobs, food security, peace and order, corruption, health care, foreign policy, traffic, climate change and Internet connectivity.

Under the Aquino administration, the economy has grown by an average of 6.2 percent–the fastest since the late ’70s. And thanks to reforms in the bureaucracy, business has been bullish and foreign direct investment has been rising 53.1 percent from 2012 to 2014. But not everything is rosy. Creating jobs remains a challenge, more so as global oil prices plunge. If the downturn continues, some 1.5 million temporary workers in the Middle East could lose their jobs.

INQUIRER.net is publishing verbatim the candidates’ action plans to strengthen the economy and create jobs for Filipinos. For the summary of the 10 pressing issues, go to our special Election 2016 website.

 

Jejomar Binay

A Binay administration will pursue the amendment of the economic provisions of the Constitution. We aim to ease the foreign ownership restrictions on key sectors as this will open up the economy further–a major factor in attracting more foreign direct investments (FDIs). More FDIs mean more jobs and livelihood for Filipinos.

Under a Binay presidency, we will also strengthen substantially the sectors of agriculture, manufacturing, tourism, business

Jejomar Binay

process outsourcing, and exporting–which are the five biggest job generators.

Agriculture

Reforms will be undertaken to foster a competitive and sustainable agriculture and fisheries sector to increase agricultural productivity. A Binay presidency will create agricultural economic zones in key agricultural provinces and promote agricultural value-added processes to increase job creation, reduce post-harvest process and enhance output value.

We will train farmers to shift from subsistence farming to agribusiness; amend CARP (Comprehensive Agrarian Reform Program) provisions to allow farmers to lease their land to agri-entrepreneurs and investors; and push crop diversification, wherein high-value crops–much more profitable than rice and corn–are planted.

A Binay administration will also provide subsidies in irrigation, fertilizer and seeds to help farmers defray some costs. We will also help farmers get connected to markets such as restaurant chains, supermarkets and food processing companies, and enable them to access credit. We will strengthen crop insurance services and credit guarantee to minimize farm-related credit risk. We will also seek to lower transaction cost to reduce lending rates.

We will improve water resource management and planning through research, and train local farmers as an operational intervention to increase manpower and double the area of irrigated lands.

Many of our farmers are now aging and young Filipinos shun farming because it is perceived to be difficult and its returns are low. It is vital that the government help reverse this thinking in order to ensure the sustainability of our agricultural sector and our food security.

Business Process Outsourcing

The business process outsourcing industry has greatly contributed to the economy and provided an unprecedented number of jobs to the Filipino people. The “IT-BPO Roadmap 2011-2016: Driving Global Leadership” formulated by the Business Processing Association of the Philippines stated that if the forecast will come true, the IT-BPO companies could employ up to 1.3 million Filipinos and generate 10 percent of gross domestic product (GDP).

As the industry relies heavily on good Internet connection, the Binay administration will create a Department of Information and Communications Technology to help improve the country’s IT infrastructure and help grow the BPO sector further.

Tourism

The Philippines also needs to promote tourism as an economic driver. If tourist arrivals increase to 15 million by 2020, it will result in employing almost 10% of our population in tourism-related work and for the tourism sector to contribute 10% of our GDP. A Binay administration will develop, craft and implement a National Tourism Strategy that will link infrastructure development, support services and establishments, marketing and promotions plan, and development plans for tourism areas.

Manufacturing and export

There is a need for the manufacturing and export sector to become more competitive since the sector provides higher wages and absorbs more Filipino workers as compared to other sectors. A Binay presidency will focus on policies and reforms that will allow expansion of this sector by improving infrastructure and technology/logistics to lower costs of production, establish finance support programs for small- and medium-scale enterprises, streamline the bureaucratic process such as establishing one-stop shop, ensure affordable energy/power cost, continue to produce strong and highly-skilled workforce and encourage domestic linkages for raw materials.

To bolster these areas of development, it is essential that: (1) infrastructure development is made a priority; (2) increase fiscal space to benefit the businessmen and free the middle class; (3) streamline the bureaucracy; (4) adopt an energy policy conducive to growth; (5) leave business to the businessmen; (6) empower the local government units; (7) adopt policies that take into consideration issues on climate changes; and (8) a cooperative foreign policy.

Rody Duterte

Initiate measures to curb the present practice of contractualization.
Set higher coverage targets for the Social Security Systems, Philippine Health Insurance Corp. and Pag-ibig Fund.
Revitalize basic industries like steel to create raw materials for downstream industries that are job generating.
Prioritize agriculture and the processing of agricultural products to provide job and livelihood opportunities in the countryside, as

Rody Duterte

well as increase farm incomes, farmers and fishermen being among the poorest of our population.
Create the peaceful environment in the countryside to encourage investment beyond incentives.
Lower electricity costs by encouraging smart grids and small scale power generation to include household solar power generation.
By prioritizing agricultural development, coupled with transportation infrastructure to link farm production with their markets, we can ensure accessibility and affordability of food, which is the biggest part of average household expenditures.
Infrastructure gaps, whether in the countryside or in key urban centers, shall be prioritized and substantially filled, or at least initiated, during my term.
Grace Poe

Poverty Alleviation: Poverty Alleviation is our flagship economic strategy.
Pursue a context sensitive poverty alleviation strategy anchored on enterprise development, development of agriculture/agribusiness, manufacturing and tourism, human development, fair competition policy, political empowerment and participatory development, social security, direct assistance to the poor and asset building and reform.
Critical Infrastructure: Ensure that our infrastructure program is

Grace Poe

designed to be participative, collaborative and innovative.
Undertake a whole-of-government approach and tap the participation of private sector and civil society in making an assessment and evaluation of our existing infrastructure situation for a sounder national infrastructure plan
Review existing contracts, particularly in transport infrastructure, to terminate onerous agreements and contracts loaded with huge penalty payments and sovereign guarantees that short-change both the general public and taxpayers
Maximize three viable options in the development of key infrastructure projects: National Government Financing, Public-Private Partnerships and Office Development Assistance and ensure the wise and strategic use of these mechanisms.
Regional Competitiveness: The building blocks of national competitiveness are competitive regions. Our program to increase regional competitiveness is anchored on three pillars: 1) fostering a healthy local economy, 2) good local governance and 3) appropriate infrastructure.
Healthy Local Economy. Coupled with efforts to development enterprises, micro, small and medium enterprises (MSMEs) will be empowered to have full access to and become competitive in both regional and international markets by: (1) identifying markets and opportunities where their products and services are in demand, (2) upscaling the quality and compliance of their products to international standards, and (2) finding ways to move their goods and services to various markets at the least possible cost.
Good Local Governance. Establish an apex MSME agency to ensure the effective implementation of the integrated services system; Harmonize the efforts of both national agencies and local government units to make the support system—from access to finance to business mentoring—easily accessible to MSMEs.
Appropriate Infrastructure. National government agencies such as the Department of Transportation and Communications and Department of Public Works and Highways will work with regional and local government counterparts to ensure that infrastructure projects undergo correct procurement process and projects are awarded to contractors with track records in long-term maintenance.
Tax Environment: Design and implement a tax system that is simple, stable and certain.
Tax rate and bracketing reforms. Introduce two sets of reforms in our tax system:
Adjust income tax brackets taking into account inflation so that the cut-off for every tax bracket would be increased based on the amount of current prices to protect the purchasing power of the individual tax payer
Lower personal and corporate tax rates in a well-phased manner (annual) to be at par with our Asean neighbors
Tax administration. Improve tax collection rates of both the Bureau of Internal Revenue and Bureau of Customs from a moderate 1% to an aggressive 2% of the GDP by leveraging on full automation of tax filing and customs procedures through ICT to ensure maximum tax compliance.
Tax simplification. Re-engineer the tax filing process by minimizing the number of steps, requirements, forms and fees imposed by tax collection agencies. It takes around 36 payments and 193 hours to fully comply with tax obligations.
Investment Climate: Create an attractive, healthy, low-cost and predictable investment climate.
Increase level of cohesion between government, business groups and stakeholders in crafting and developing industry roadmaps to attract more investments in the country.
Investment promotions agencies such as the Bureau of International Trade Relations, Export Marketing Bureau and Foreign Trade Services Corps shall work with the Board of Investment to identify bottlenecks that cause foreign direct investment inflow fluctuation and align investment priority areas with industry roadmaps for a solid and time-bound action agenda.
Take careful but important steps to review and amend the economic provisions of the Constitution, particularly in industries that need more foreign investments—the primary and service sectors, mining, oil and gas industries while ensuring that support systems and adequate safety nets are in place to increase absorptive capacities of our local industries.

Mar Roxas

For the past five years, we’ve managed to sustain our growth numbers but efforts to do so were simultaneous with our anticorruption measures, which may have limited government spending at first. Nonetheless, we have managed to yield positive results and gained the confidence of the world from being the “sick man of Asia” to “Asia’s bright spot” by upholding the bedrock principles of Daang Matuwid: Transparency, rules-based

Mar Roxas

governance and a strong anticorruption foundation. To make for an environment that is even more conducive for social and economic development, we must ensure stability and predictability of policy outcomes.

Therefore, it follows that if we want to achieve more, we must continue on our path. The first five years of Daang Matuwid have allowed us to address the leakages in the system. Now that the pipelines have been sealed, the next years will be devoted to investing in our people by providing quality services such as education, trainings in diversified skills, infrastructure, and the creation of more and higher value jobs.

For example, we see agriculture as both an immense challenge and a lucrative opportunity that holds the key to our country’s development. We can revitalize our agricultural sector by consolidating the production of agricultural products in order to achieve efficiencies and economies of scale. In the process, we are insulating our farmers from vulnerabilities caused by natural calamities such as droughts and typhoons by treating them as employees with a monthly salary. Not only are we providing the farmers a safety net, we are also reducing their operational costs, making agriculture an efficient, profitable, and competitive venture for investors and job-seekers.

We also intend to see resurgence in the manufacturing industry by inducing competition in the power sector, which in turn will lower power costs and attract investments in industry. Jobs generated in the manufacturing sector can provide a stable source of income for Filipinos. By using our balance sheet to make capital more accessible to the people, we can also spur growth in local economies and unleash the energies of our micro, small and medium entrepreneurs.

All these deliberate efforts will be undertaken to ensure that the workforce can move higher in the value chain and that every Filipino family is given a fair chance to be free from hunger, free from fear, and free to dream.

Miriam Defensor-Santiago

I commit that the Philippine economy will grow faster than ever before, that it will be truly inclusive by making sure that real incomes of workers will increase over time. We will achieve the goal of higher and sustained economic growth by investing heavily in public infrastructure. Our roads, bridges, urban transit systems, airports and seaports are crumbling. We need to build them up at par with, if not better than, our Asean neighbors. We need to prepare our people for a more modern, more competitive global

Miriam Defensor Santiago

economy. We need to educate them, take care of their health, and feed them so they will become productive members of a growing work force. Only by investing in people can we truly make growth inclusive. Only if the young are educated and healthy can they benefit from growing economic prosperity. My administration will:

Modernize agriculture and make it more productive by:
Investing in productivity enhancing infrastructure to boost agriculture;
Investing in irrigation and water impounding facilities in order to allow more planting cycles and to minimize the impact of El Niño and La Niña;
Financing programs that would expand the use of new seed varieties and modern technology in order to increase farm yield; and
Investing in research and technology;
Reinvigorate manufacturing and reenergize exports by:
Implementing a more affordable and stable power supply;
Reducing cost of doing business in the Philippines;
Improving peace and order in farms and factories;
Creating national industries that can be marketed internationally, such as machinery and equipment for agriculture; and
Making the peso competitive relative to currencies of our competitors;
Improve the investment climate by:
Streamlining and harmonizing business process and licensing procedures;
Codifying and updating laws and issuances affecting customs and tariffs;
Enhancing trade facilitation measures;
Cutting red tape at the local government level;
Drastically reducing regulations at the Bureau of Customs and the regulatory bodies; and
Amending the restrictive provisions in the Philippine Constitution which have discouraged the entry of foreign investors into the country;
Reform the tax system by:
Adopting comprehensive income taxation and reducing maximum personal income tax rate from 32 percent to 25 percent;
Reducing the corporate income tax (CIT) rate from 30 percent to 25 percent;
Rationalizing fiscal incentives to partly offset the revenue loss from lowering the CIT rate;
Imposing a national real property tax (RPT) piggybacked on local RPT;
Abolishing the estate tax;
Abolishing tax on dividends; and
Gradually raising the value-added tax rate from 12 to 15 percent by 2019; and
Reduce unemployment and underemployement by:
Ending contractualization, which is an economic deprivation of life and security of person;
Creating national industries to increase job opportunities for skilled workers in the Philippines to prevent migration of workers; and
Creating more jobs per sector, especially in the science and technology, and infrastructure industry.

Duterte-Cayetano TV Ad – powerful and meaningful messages

the omnibus Duterte-Cayetano TV ad positions them as the tandem for change. the set up is dirt is being thrown at the Duterte and Cayetano poster by those against change – “lumalabas na and mga galit at ayaw sa pagbabago” . scenes showing ordinary people putting up the Duterte-Cayetano posters and ad materials in their homes follow the intro with the copy talking about the changes that the tandem will give the country : “kapayapaan sa paligid”,” kaayusan sa ating gobyerno” at “kaginhawahan sa ating buhay”. the ad ends with their tagline – “Para Sa Tunay Na Pagbabago”.

it’s simple to understand and a powerful ad. “change” for the better is what most of us want and specially as it relates to peace and order, order in governance  and progress. the things that the Duterte and Cayetano tandem is promising are probably among the top things that people want to have or even to change in the current administration.

the tagline “Para Sa Tunay Na Pagbabago” may not be the best one for the ad but emphasizing “change” in it will make people notice. the ad does not really explain or make a point on where the “tunay” or real change is or what it means making  it disconnected with the rest of the ad.

the ad will appeal to 83%  of the voters. 83% is equivalent to all the respondents who did not select Roxas in the latest SWS survey.

this ad is a stark contrast to the whimsical and wild ads for Duterte which are in animation and full of over-promises pushing the ads into being incredible and unbelievable.

the ad will get the Duterte-Cayetano tandem noticed.

Mar Roxas 2 mini-attack ads – view them here

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.

 

at last, a great TV ad for Mar Roxas!!! wait….

hold your breath and watch this great TV ad for Mar Roxas….

i listened to every word, watched every visual and around the first 1/4 of the ad, i said, wow what a great TV ad for Mar Roxas. at last, Mar Rocas has a great TV ad, something we have all been waiting for.

i was looking forward to the ending on the ad. i said to myself, Roxas will appear at the end of the ad and say something smart and uplifting. i thought this will be a great end shot. the whole ad had great cinematography and it had a great tempo to it, so a great ending with Roxas saying something that will lift all our souls and give us hope is a great ending.

at last, the music told me the ad will end pretty soon, i eagerly waited for a glorious end shot of Mar Roxas….

and then i saw Ralph Recto’s face at the end shot! what????

the pounding in my heart stopped. i blinked twice and i felt so very disappointed it was not a Mar Roxas. it is a Ralph Recto ad!

OMG!

it’s a great ad. the contents were great, it’s uplifting and gave us hope. it made us feel good things about the country and the candidate. unfortunately not for Mar Roxas, the administration candidate languishing at the bottom of the surveys.

congratulations Ralph Recto – you aired a great ad!

okay before i continue with the halleluiahs, there is a problem with the ad – it is too long! it is a 60 second TV ad. i must admit the ad didn’t feel like it was a 60 second ad. it was so good that i didn’t notice, in fact i didn’t notice the length of the ad. honestly, i found out it was a 60 second TV ad only when i found the video at YouTube.

why am i making a big deal on the length of that ad? well, first the last time i saw a 60 second TV ad aired on TV was in the 70s. with very high cost of media airtime, nobody produces 60 second TV ads anymore, and that is the second reason why i am making a big deal of the length of the ad. airing this ad is very, very costly! but maybe Recto has tons of money to burn, so i’ll take a pass on the issue.

the ad is very presidential. it gives a very positive view of the country and what has been done in the philippines. it is so  presidential that i really thought it was an ad by Mar Roxas. in fact, if you put Noynoy Aquino at the end of this ad, it will also work very well.

Recto is running for senator. is this ad being so presidential bad for Recto? no. it sets Recto apart from other senatoriables. and if he had a hand in all of the things he listed there, he deserves  to be elected president, errr a seat at the senate.

this ad makes you feel good about the Philippines. and it tells you that we have done a lot and that Aquino should continue to be president, err Recto should be re-elected senator.

there is really nothing wrong with this ad. it is a great ad! the only thing wrong is that it’s not a Mar Roxas ad. but wait, that’s not Recto’s fault, it is the fault of the Mar Roxas team for not coming up with ads with this quality.

 

 

Team Binay whines about vsBinay attack ads

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 advertisement.”

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!

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!