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Posts Tagged ‘#2016Vote’

Duterte-Cayetano TV Ad – powerful and meaningful messages

February 6, 2016 Leave a comment

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 tandemScreen Shot 2016-02-06 at 9.29.45 AM 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

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.

 

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

February 3, 2016 3 comments

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

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.

Mar Roxas campaign airs a mini attack ad

January 26, 2016 Leave a comment

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.

 

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