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Posts Tagged ‘mar roxas tv ads’

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

February 11, 2016 Leave a comment

Part 1.

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mar roxas’ “sacrifice” tvc

January 12, 2010 2 comments

this is next at The 2010 Presidentiables Blog

the case for anger management therapy for mar roxas

April 10, 2009 Leave a comment

we think the mar roxas brand image may have taken a nasty one – to that of an angry and nasty man and we have the pictures to prove that. is it this “angry and nasty man” brand character that has forced roxas to air his latest tv ad, “padyakitos”. one of the intent of this ad to drive up mar roxas’ cuteness and soften his image. we think that has failed in more ways but these pictures are the symptoms on why he needed anger management therapy:

we have written in this blog about the last picture where we thought the brand character that came out from this ad is one of an angry and combative man, not at all endearing and most specially fatally wrong given the “putang ina” incident. this ad was the first released after that incident.

watch the ad again and you will see that from start to finish, mar roxas had anger lines on his forehead. the clenched fist at the end added to the angry and combative brand character.

read and view here: https://2010presidentiables.wordpress.com/2009/01/23/mar-roxas-murang-gamot-not-pagmumura-sa-rally/

“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.

mr. palengke goes labandera – senator mar roxas’ Tide Detergent endorsement ad part 2

November 25, 2008 Leave a comment

first posted in WAWAM! on june 22, 2008 : http://the-wawam-file.blogspot.com/search/label/mar%20roxas

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senator mar roxas in this tide detergent commercial did not mention the tide brand name even once. he also did not touch the product and and in fact his only interaction with tide was when he pointed to the price discount on the pack.

is it a tide detergent tv commercial? hell, yeah! is it a product endorsement tv ad by the nationally elected senator? hell, yeah!

there is no mistaking – mr. palengke appeared in the tide commercial and is endorsing the product. why else would you display such huge bags of tide, standing up with the tide logo clearly seen? i don’t think you will ever see any store in the palengke where they display tide that way and certainly not in front of the store where it contains nothing but giant tide packs. the way tide was displayed and the shelf itself is simply not done in the palengkes.

this is not tide’s brandsell advertising. in the world of p&g advertising, this is considered as a tactical value advertising. it’s meant to sell tide’s large packs and promote big purchases among consumers in the palengke.

what? wait a minute. mr. palengke in a palengke promoting big pack purchases? something is very wrong about that!

first of all, detergent purchase habits says most consumers buy small packs for lower cash outlay. also, the palengke is where most DE and some lower C socioeco users go to for their daily needs, and most of them go to the palengkes very often because they do no have the money to buy in bulk, thus the consumer practice is small price but more frequent purchases.

and the above is where we move in to a new topic – this is not just a product endorsement ad, it is actually a political campaign ad.

promoting large priced purchases for bulk detergent products is simply alien to the palengke goers. it’s consumers who go to supermarkets who do that, but hardly is that legitimate purchasing habit for those who shop in palengkes. very few palengke goers can afford large pack purchases, in fact it is in the palengke where you can buy literally a spoonful of anything, placed in small plastic bags. you can actually buy condiments and cooking needs in small plastic bags good for one cooking. for an advertising purist, you can argue this commercial is off strategy.

the fact that the mr. palengke, senator mar roxas commercial is situated in a palengke means only one thing – it’s a political ad.

tide-detergent1but p&g is not foolish. they will not intentionally and knowingly air an off strategy commercial. being off strategy in p&g is a mortal sin that will get you fired the next minute you say it. i am certain they have done extensive consumer research on this tv commercial – from the choice of the talent to a full blown advertising pre-airing test and i bet they found that while this commercial is meant to be tactical, it has powerful brandsell characteristics.

is it a WAWAM!? it’s not entirely a WAWAM! for tide detergent. mr. palengke has excellent credentials and a huge following. it’s also not a WAWAM! for senator mr. roxas. he is getting national tv exposure highly consistent with his positioning as the mr. palengke. and for free! the media money behind it is being paid for by p&g.

again, is it a WAWAM!?

yes, it’s a WAWAM! for the filipino people and it’s soul. we can rationalize it all we want. we can take it down to technicalities like no brand name was said, but the fact remains, like judas, several pieces of silver worth millions of pesos in talent fee was exchanged for integrity, pride, honesty and honor in a nationally elected public office.

mr. palengke goes labandera – senator mar roxas’ Tide Detergent endorsement ad part 1

November 25, 2008 1 comment

first posted in WAWAM! on june 14, 2008 and june 17, 2008 : http://the-wawam-file.blogspot.com/search/label/mar%20roxas

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here is one of those tv ads – is this a product endorsement ad

 or a political ad?

this is what senator mar roxas has to say on this tide tv spot:

Sen. Manuel “Mar” Roxas II, who once pushed the detergent brand Tide, denied doing any product endorsements: “But I didn’t endorse. I didn’t say that the public should buy a product, nor did I hold any product. And I did not say that it was better than the others. It’s a public service announcement saying that all product sellers should be true to consumers.”

 source: http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20080528-139254/Villar-cracks-whip-on-senators-in-ads

let’s get this out of the way first before a discussion on the merits of senator roxas’ tide tv commercial.

senator mar roxas

senator mar roxas

the above statement is an empty rationalization of the endorsement ad senator roxas did for tide detergent. it’s lawyer speak that’s building a wall of semantics to have some good things around it to have some things to defend something bad.

of course the tv commercial is an endorsement ad. he doesn’t have to hold the product, he doesn’t even have to say anything, it’s enough for his face to be in the commercial and that automatically makes it an endorsement tv ad of tide detergent.

aside from that, the fact that he got several million pesos as talent fee obviously makes it an endorsement ad.

will tide detergent, a leading detergent brand pay him millions to appear in that commercial for public service? who is he kidding?

tide detergent is one of the most competitive detergent brands in the market. it is manufactured by procter & gamble, the inventor of the “brand management” system and one of the savviest marketers in the world. they will NOT get mar roxas to appear in their tv commercial for reasons other than selling cases of tide detergent.

 not only did they pay senator mar roxas a handsome talent fee, they are spending hundreds of millions of pesos to air the tv commercial. there is nothing that tide detergent nor procter & gamble does that is not about selling more cases of its products.

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