Posts Tagged ‘mar roxas and putang ina’

Memo To: Mar Roxas, attend the makati anti con-ass rally if you must, but shut the fuck up!

June 9, 2009 4 comments

Dear Senator Mar Roxas,

We read in the newspapers that you plan to attend the anti con-ass rally set tomorrow in Makati. We are very worried for you.

If you attend this rally, Mr. Roxas – shut the fuck up! oooops, we just said what we do not want you to say. Well, this is a blog , you can say things like that. But please Mr. Roxas, that is not something you should say in rallies when anything you say or do can be put in youtube and become content in all national tv newscasts.

The point, sir, is that we do not want you to make the same “putang-ina” mistake you made the last time you spoke in a rally in makati. You have seen the effect of those words in you.

While you are not our client, we like to give you an idea, gratis, pro-bono: if you attend the rally tomorrow in makati, BRING KORINA SANCHEZ WITH YOU. but DO NOT SPEAK.

Make korina say something but you should not say anything, just stand beside her and let her do the talking. What korina should say should be planned and scripted. What you need to say (make it very short, 4 sentences at the most, and remove “putang-ina” from your vocabulary) and what you will do beside her should be scripted.

We hope you read this, sir.


ps: we think mar roxas ratings went up in the last surveys due to korina sanchez when they announced their engagement.

“padyakitos” tv ad – mar roxas pedals to advertising mediocrity

April 9, 2009 Leave a comment

this is the lastest tv ad for mar roxas. we see mar roxas in the likely scenario of riding a padyak tricycle for no reason, then carrying on a conversation with young children.

mar roxas just pedaled himself to mediocrity. that is next here in 2011 presidentiables.

mar roxas’ new tv ad – “murang gamot”, not “pagmumura sa rally”

January 23, 2009 2 comments

someone had sent us the link for mar roxas’ “murang gamot” (cheap medicine) tvc we mentioned in this blog. no, it’s not his “pagmumura sa rally” (cursing at the rally) video that we were given but his commercial.

there is no question – the cost of medicine in this country is just too expensive. we think the cost on its own is just too high and what makes the situation worse is that around 92% of the country’ population belong to the poor, those belonging to the DE and soci-eco class. high cost of medicine and very low to no wages is a deadly combination, and that is literal.

that is not the problem in this ad. in fact high cost of medicine is to many of the people a real economic problem. the problem is on why air this ad now.

the most recent history on mar roxas is his “putang ina” magic words at the rally. add to that his privilege speech at the senate floor saying he will not apologize for it.

the correct tactical ad would have been an ad to soften mar roxas’ brand image to remove the sting of the “putang ina” incident. they should have worked on making amends to the public in an indirect way by portraying roxas as a kind hearted and decent man, not the kanto-boy (hoodlum) image that sprang up with his “putang ina” words.

the executional error that we see in this ad is the brand character he has taken in this ad. they have made mar roxas appear as too strong, combative and even angry, images that contribute to the kanto-boy image that came up in that rally.

look at his facial expression in this ad – mar roxas had his forehead showing anger lines and he had two of his hands clenched, like in a boxing/fighting stance. the directorial intent in this kind of stance is to show that mar roxas is in for a fight against the high cost of medicine. but that also means the “putang ina” words he said during the rally fits exactly right into that fighting stance. the “putang ina” words is  a match to the imagery he showed in this tv spot.

our view is that roxas needs to do a fix on his “putang ina” image. he does not have to apologize for it, but he needs to build another image that negates or “corrects” what has been done. we can be wrong about that being an issue among voters but  if i was with the roxas team, i would immediately conduct consumer research to find out if his “putang ina” words made an impact on roxas’ brand image.

however, even if it did not, i would still do the “softer, decent”  tactical campaign ad for roxas just to be on the safe side. this is to make sure roxas’ brand image is not polarizing. a brand that is polarizing can go either way, depending on the stimulus that appears to ignite it.



view video of mar roxas “putang ina” incident:

posts on mar roxas’ “putang ina” :

mar roxas’ new low medicine prices tv ad

January 22, 2009 1 comment

senator mar roxas, presidentiable aired a new tvc which i saw last night. this one is talking about his efforts on lowering the cost of medicines for the poor.

i have seen the tvc only once and we think that while this ad is consistent with what appears to be an over-all strategy they have adapted for mar roxas’ brand building campaign, this particular ad has a key executional error in it.

aside from the executional error, i think the roxas campaign is committing a strategic blunder in pursuing this line of  strategy now.  roxas’ advertising campaign strategy seem to have purposedly turned a blind eye on realities.

this is next in 2010 presidentiables. we need to see the tv ad a few more times before we commit to a full analysis. we will also be waiting for the ad to be posted in you tube for posting here.

or – would the mar roxas campaign handlers email to me a soft copy?

mar roxas, senator putang ina video gallery

January 8, 2009 20 comments

this is a video of the rally where mar roxas uttered his magic words, “putang ina” (son of a bitch).


this one is the privilege speech delivered at the senate after the putang ina incident. he said : “I – AM – NOT – SORRY”.

mar roxas – questions that need to be answered

December 16, 2008 Leave a comment

Roxas won’t apologize for Friday’s expletive | 12/15/2008 11:06 AMThey shouldn’t wait for an apology because it will never come, Sen. Manuel “Mar” Roxas said Monday.Roxas made the statement as a reaction to reports that the Palace was saddened with his swearing during his speech at the anti-charter change (cha-cha) rally in Makati City last Friday.

In a phone interview, deputy presidential spokesperson Anthony Golez said the Palace respects Roxas’ actions, saying that it is up to him if he wants to apologize or not.

“We respect everyone’s feelings. What is important is what is inside each person, and as for Roxas, he should just do whatever he thinks is right,” he said in an interview on ABS-CBN’s “Umagang Kay Ganda.”

At the same program, Roxas said that he has nothing to apologize for, saying that what he did was merely a reflection of the people’s frustrations towards the Arroyo administration.

“This is the real thing. I’m not plastic. This is the sentiment of the Filipino people, and the [administration] should act properly,” Roxas said in an interview at ABS-CBN’s “Umagang Kay Ganda.”

“We are hungry, we have no jobs, our only hope lies in other countries, not in our own. Despite these, the administration is preoccupied with cha-cha. I didn’t say anything beyond what the people feel. I just said the truth,” he added.

In spite of the sudden outburst of emotions during the rally, Roxas made it clear that the expletive-laced speech was addressed to the situation, and not to President Arroyo.

“My swearing was because of the awful situation we are in. That is what I am referring to,” he said.

read in full here:


senator putang ina has taken a tough stand on the words he uttered. we will not dwell into examining his reasons for saying those words and his rationalization on why he does not want to apologize for it. what we will do is post a few questions for roxas to answer before he goes to sleep at night.

first, what he has done is he gave himself  a brand negative. whether that brand negative is big, important, detrimental or not, the point is he gave himself one. right now it may be small to medium but who knows what the future will be. of course, it can both ways, that negative might not grow and in fact it might disappear. or if he is unlucky, it might not. only time will tell.

you usually do not want a brand to have a negative. the ideal you aim for is a perfect brand where all key components are not just favorable but also preferred. but that is normally not enough. you also look if it has some negatives.

launching a brand with some negatives is a high risk situation. once it is discovered by consumers, it can grow and it can spread when it does, then there is no stopping it.

and that leads us to the questions roxas need to answer. these are the questions he needs to answer to answer the question, “Should I apologize or not?”

  •  media will not easily forget it. once done, it is forever there. filed and ready for use anytime.
  • his presidentiable opponents will also not forget it. it does not matter if it’s small or big, they will always make everything big. they will certainly make it matter.
  • is his hard line stance now of not apologizing worth all that much versus the potential flack he can get?
  • this is a needless and unnecessary distraction. he will now forever find himself answering the same question over and over again – why did he say “putang ina”? he will now forever need to defend himself. rather than spend time discussing his plans and ideas for the country, he will have to take valuable time explaining this.
  • let’s be brutal here — what is it that he gained when he said those words? and what is it in reality did he gain from saying he will not apologize? did those things add to his popularity? or did they remove something from it?
  • if roxas apologizes, what will be removed from him? and what will be given? which is bigger? what is more important?
  • and this is probably the most important question of all – is the kind of man he was when he said those expletives the real person that he is? 

mar roxas, senator putang ina (SOB) – his defining moment? a PR disaster in the making

December 16, 2008 7 comments

we have made a point about the shoe throwing incident president bush experienced recently as perhaps the defining moment for his presidency. it’s eloquent – bush in iraq delivering his valedictory address, then an iraqi throwing  shoes at the president of the most powerful nation. it speaks volumes, some of which a measure of popularity or lack of it, for the president and how the iraq war has evolved to become not only in iraq but also in america itself and the rest of the world.

did mar roxas, an undeclared but sure thing presidentiable, have his own defining moment of his candidacy last friday? 

mar roxas in front of thousands and on live tv cursed, said “putang ina” (SOB) referring to the issue of con-ass and term extension.

mar_roxas5awe are guilty of the same thing, well granted that some more than others, but we all have our share of cursing. often by ourselves and some in public.

but not all of us are senators. and fewer still, not in front of a crowd of thousands and on live tv. and that is where the key difference lie.

there are clear expectations in becoming a senator. they are always held to a higher standard. and cursing, saying those words exactly is the wrong thing to do.

senator miriam defensor is my favorite for these sorts of things. i make it a point to watch miriam do her thing when she gets mad or when she intends to be insulting. but i have not heard her cuss. and yet the way she does it is even more hysterical, much more biting. that’s because even though the thoughts are not, she uses acceptable words and even more elegant logic in delivering them.

not the same thing with mar roxas. he used gutter language. “salitang imburnal” in the vernacular. defensor uses gutter thoughts elegantly delivered in acceptable words. there was no elegance nor intelligence in what mar roxas said.

will those words define mar roxas’ candidacy? for now it is doing that. and we don’t know if down the line, as we get closer to 2010, if it will stick till then. the filipino electorate easily forgets and this one  might have the same fate. he could be lucky.

the people might forget, but will media and specially his presidentiable opponents let us forget about it? unlikely.

what is  not right about this is not so much the exact words said in that rally by mar roxas, it’s his reaction afterwards that is. he is unrepentant. he is adamant. and he will not apologize for it.

the cuss words will not do him in, it is the words he said after the cussing incident or those he will not say that might.

i think its a strategic blunder not to apologize. not apologizing and not repenting will not make it go away. it will continue to be there. eating his pride and apologizing on the other hand will make it go away.

in that sense, president bush is luckier and much smarter than mar roxas in managing their defining moments. president bush successfully ducked to avoid the twin shoe missiles and then made a joke of it later – they are a  size 10. he came out agile, smart and self-effacing.

mar roxas’s day after action simply makes him a turd. an ass hole. brash and disrespectful. henceforth, he will be known as senator putang ina. will filipinos vote president putang ina?

a memo to senator mar roxas.

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