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Posts Tagged ‘noynoy aquino tv ads’

gilbert teodoro set to do last minute push for a win, here is why it will fail

March 23, 2010 Leave a comment

gilbert teodoro, the standard bearer of the admin/(supposed) dominant political party LAKAS-KAMPI-CMD know that he is losing this election campaign. he has not moved up in any significant way in the polls, being stuck at a very far fourth in the rankings and getting at best 7% while the front runners are at a staggering 36% for aquino and 34% for villar. it is bad enough that the two front runners are way ahead of everybody, on top of teodoro is estrada who is in the range of 15% , showing strength at that level and even gaining slightly.

the question that teodoro’s campaign needs to answer is this – for him to win, where will he get the votes from? the weakest of the three front runners, erap estrada is not exactly weak. among the presidentiables, estrada is the candidate that has the most experience and time as an elected government official not to mention he was actually elected president once before. teodoro compared to erap looks puny.  if teodoro can’t get pat estrada, how does he expect to get past villar and aquino, the two most popular presidentiables in this campaign?

it is interesting that an article appeared at the PDI yesterday where the teodoro campaign seem to be preparing for what the writer calls a “battle of the bulge” – a last minute, well last few weeks campaign to get teodoro elected. in marketing, it is called a marketing blitz. in a political campaign it’s most likely called a “failed election bid”.

we will be using that article as a pick up point for this post.

The ruling coalition, which enjoys a headlock on 70 percent of local government positions, is pinning its hopes on superior resources and widespread party machinery to swing the tide of battle.

Banking on these advantages, it plans to assert its superiority with carefully synchronized offensives timed at the start of the campaign for local positions on March 26.

this is what party officials call the “political machinery”. it’s supposed to be potent that only the admin/ruling party has a monopoly on. all the party officials, including teodoro are saying that is what will make him win this election. they conveniently forget that in the last senatorial elections, they said the same thing about the potency of THE machinery. the results – almost all the admin/ruling party senatorial best lost in that election while almost all the opposition senatorial bets won the election.

the results of that election was so bad for the admin/ruling party that pichay who spent the most in advertising during that time did not get elected while trillanes who was in jail, unable to campaign and practically had zero advertising money won the election.

the opposition won that election mainly on the basis of the people exercising a protest vote where they elected the opponents of arroyo’s candidates. arroyo at that time was very unpopular and the people have had enough of her so much so that they even said they do not want her candidates to win.

after the election, LAKAS party officials admitted the machinery did not deliver. apparently the local candidates and officials of LAKAS abandoned the admin senatorial candidates when they felt the people were going against them.

the situation then compared to now is about the same – arroyo is unpopular and in fact probably even more unpopular than before. everyone knows teodoro is arroyo’s candidate and based on surveys, voters said they will not elect the candidate that arroyo is endorsing.

we think it’s foolish to rely on the “machinery” to get teodoro elected. the machinery is a myth.

The opening salvo of this make-or-break offensive will be new TV commercials targeting the youth on Monday.

Teodoro’s spokesperson, former Press Secretary Mike Toledo, said the commercials would be aired with frequencies rivaling those of the front-runners, Senators Benigno S. Aquino III of the Liberal Party and Manuel Villar of the Nacionalista Party. Between them, they have spent close to P2 billion, dominating the airwaves, according to the media firm AGB Nielsen.

Teodoro’s ads will zero in on the target segment that the coalition hopes will swing the tide of battle to his side, the youth ranging in age from 18 to 39, who constitute 52 percent of the 50 million voters registered, according to Toledo.

Teodoro has been doing well in mock elections in schools recently. Campaign strategists have selected this key segment to focus on, Toledo says.

political campaigns seem to have a love affair with the youth vote. all of them seem to think that is the key to their success. villar, aquino and villanueva aired tv  ads targeting them. but if you look at the movements of villar’s ratings, it is not the ad that targeted the youth that earned him a lot of points, it’s the other ads that he aired.

aquino with his rap tv ad meant for the youth got mixed  reviews with people liking it and others throwing up hearing aquino do a rap in the tv ad. they abruptly pulled off that ad. villanueva aired one too but that did not help him either.

teodoro did not seem to learn the lessons the other presidentiables learned – they will air an ad targeting the “youth” on monday.  we now think this obsession with youth ad is probably the fault of the admen hired by the campaigns for their ad needs. all of them seem to be saying the same mantra.

maybe teodoro will find the secret weapon in ads for the youth and can get him to win the election. it is good in theory, forgetting for the moment the failures of the other presidentiables, but we think teodoro’s thinking is fatally  flawed.

the critical failure in the ad that will be aired on monday for the youth is the demographics definition – “age from 18 to 39“. the age range is too wide and probably covers at least two distinct groups or even three. the psyche, needs and  attitudes of the 18 year old, a first time voter is very different from a 25 year old who probably has a young family already to someone who is 30 years old who has a not so young family. for sure a 37 to 39 year old is extremely different from an 18 year old, to a 23 year old and a 30 year old.

it is hard for us to understand and we think it is not possible to have an ad meant for the “youth” that will be effective in convincing this wide and un-alike age grouping of 18 to 35 years old.

the admen who sold the idea to the teodoro campaign spoke badly in thinking that an age range as wide as that is a proper segmentation of the target audience. we do not think you will find any adman who will agree to that kind of segmentation.

target audience definition is the very first critical step in developing an effective tv ad. get the definition wrong, or even weak and the ad fails. it will confuse the creative team as it gives them too wide a range with very dissimilar traits and characteristics.

we await this new ad of teodoro. it is supposed to be a miracle tv ad for him. given the potential flaw of the thinking, it will either be a miracle ad or a miracle dud.  we will probably see a WAWAM! on monday.

read PDI article here: http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100322-260115/Lakas-Kampi-coalition-plans-decisive-Battle-of-the-Bulge

~~~mindscape landmark~~~
carlo arvisu

noynoy aquino’s “kayo ang aking lakas” tv ad – arguing with success or with boredom?

March 13, 2010 3 comments

who can argue with success? these are all very familiar images for most we have seen them on tv and for some we were there when these things happened but for all we re-experienced it all of it again recently when cory aquino died and we were all out on the streets saying good-bye to cory.

(click here : http://1millionprayers.wordpress.com/)

these images did something to us and we can;t escape the fact that noynoy aquino and his presidential bid sprang it. to a few they were not conscious of it but for most we asked noynoy to run for president.

seeing these images and hearing these words are difficult to argue with. they are already embedded in our hearts and minds and this ad serves to remind us that they exist there.

we have a nasty suspicion that this ad was developed as a direct answer to manny villar’s emotional ads of his brother dieing because they had no money to buy medicine for him. that villar ad in the minds of the admen in the aquino camp must have thought villar’s tv ad was soliciting empathy with the voters. their answer is to “out-empathize” villar by reminding people about two, not one emotional event in noynoy’s life – noynoy’s dad was assassinated and his mom got sick and died in front of us.

that thought this ad being a direct answer to villar’s emotional tv ad  immeditaely came to us after hearing the first sentence noynoy said in this ad –  “Kami rin inapi nang walang kalaban-laban.”. a few bells rang in our mind when he started the sentence with “kami rin”. question – sino yung ibang inapi? answer – villar when his brother died without the benefit of medicines.

that thinking must have brought goose bumps to the creative team who thought about it but we think it’s really amateurish thinking on their part. it is also quite a cheap trick to do. they will not win any award soon on strategic thinking on this one.  we do not think it will even be nominated for “The Strategic Thinking Award Of The Year”.

will it be effective? that is the question that is even more difficult to answer. from the point of view of getting more votes for noynoy, i think it will to some degree but i do not think it will be of much significance.

whether the aquino campaign knows it or not, noynoy’s campaign has moved away from these messages and strategy. if it was not conscious of the move, his competitors, most specially manny villar who is co-front runner made sure of that.

this we think is a very good tactical ad but we do not think this has legs to be the main brandsell advertising for the aquino campaign. putting this as the main brandsell tv ad we think is a major strategic blunder by the aquino campaign.

weak, poor and failed strategic thinking is what we think is the greatest weakness of the aquino presidential campaign. that is most obvious in the waste they allowed to be made when from a high of 60% in preference to the 47% in presidential choice, aquino’s ratings had consistently gone down seeing it now on a statistical tie with manny villar.

that alone tells the weakness in strategic planning for the campaign for squandering such a huge lead over his rivals. the aquino campaign group was given on a silver platter a brilliant and superior product to sell but they did not know what to do with it and lost the leadership.

the ads are creative and well done. the writing is close to crisp and almost memorable and the production values are excellent but the strategic thinking is where they fail. the strategy laid down seems to look at just ads, almost as stand alone ads when they are supposed to be running a campaign with a beginning, a middle and an end. there is no continuity in strategic thinking nor is there any worth in it.

they fall in love with creative executions and get stuck there, completely forgetting that ads and most specially campaigns that succeed are those that begin with a brilliant strategy and heads up thinking.

we do not know what is next to this ad but we hope there will be more . we hope this is just a tactical ad and that we will see the main thematic or brandsell very soon. running tv ads will not make them win, it is running an ad campaign that will.

the key questi0n – who can argue with success or are we arguing with boredom? 

~~  a mindscape landmark – carlo arvisu ~~

 

ps: a note on production values : the director should have seen that noynoy’s brows are forming at the center of his forehead making it look like noynoy is angry while the emotion in this ad should have been serenity,  sincerity and concern.

noynoy aquino tv ad “parang bahay”

March 11, 2010 3 comments

noynoy aquino’s “hindi ako magnanakaw” tv ad – the power of credibility in a powerful tv ad

January 15, 2010 25 comments

let’s get state the negative in this ad right at the start – this is a rush job, they forgot to put the end-supers in this ad which in ALL tv ads contain the name of the brand or in this case the name of the candidate and the tag-line or motto as most people refer to it. it’s very weird to see an ad that does not have those. they could have at least put “Noynoy Aquino, Hindi Ako Magnanakaw”. we think this ad was produced in such a rush and a desire to have it on the air as soon possible that they forgot to add the brand name and tag-line. adding those will mean a delay of one or two days in post production work.

that is the only negative of the ad and a very minor point. everything else in this ad is 5 stars.

we do not think there is a person who saw this ad and did not listen to what noynoy was saying in this ad. in this ad, noynoy had an aura we have not seen on noynoy  before. it is like this ad was shot after he had a one month vacation somewhere where he had daily trips to the spa. he came out screen very relaxed, believable and sounded very sincere. these we think are the qualities of noynoy that has led voters to put aquino as the dominant trend-setter in the surveys. getting what we love noynoy for in this ad is excellent work.

this ad cleverly uses things we associate and love noynoy for – one is the word “laban”. it is a word ninoy and cory have asked us to use and to mean. noynoy is smartly using this word to remind us of the fight that has not been accomplished and what he intends to finish. more importantly, it is also a word we all feel we need to do given the present state of the country.

the other which we think is what makes this ad to be aquino’s most powerful tv ad and what sets him apart versus all other presidentiables is the last line he said in this ad – “Hindi Ako Magnanakaw”.

that line we think is the  most powerful single sentence not only in that tv ad but also  the most powerful single sentence among all the other tv ads aired by all presidentiables in this election.

that line grabs you. and now it is one that we all remember noynoy for.

we think the use of that line is a triumph in political advertising in this campaign. it is brilliant advertising from the point of view of strategy and execution.

it is a brilliant strategy because it states in a very categorical and specific way why we have put noynoy on top of the surveys – a presidentiable who is clean, honest and has integrity. and more importantly, the opposite  is probably the biggest problem we see with the present administration, the one that aquino intends to replace and to change this year. corruption or it’s almost sure suspicion is the legacy of the arroyo administration that we all want to change. through that line, aquino is telling us he is the man for the job.

that line is the aquino campaign’s superior point of difference. of all the presidentiables, ONLY aquino can claim that line and something we believe him for it. no other presidentiable can say that line with any semblance of believability. think about it – estrada is a convicted plunderer, villar has the C-5 suspicion, gordon has subic and teodoro has gloria macapagal arroyo.

there are three components,  cosmic in the way they converged that made this ad powerful and strong – aquino’s superb performance in this ad, the audience tired of corruption with the belief it is one of the greatest ills of this country and aquino’s competition not knowing what they are doing.

if there is anything that people will remember from this ad and now what they remember aquino for, it is this line – “Hindi Ako Magnanakaw”.

noynoy’s “hindi ako magnanakaw” we think is brilliant advertising. if the aquino campaign airs this with ad with heavy weights, we can expect aquino’s ratings in the surveys to increase further.

Minamahal kong kababayan.

Tadhana ang nagbuhol sa atin.
Dahil naghihingalo na ang ating bayan.
Nais kong pumasok sa isang kasunduan sa inyo:

Lalaban tayo para sa wastong edukasyon ng bawat batang pilipino.
Lalaban tayo para sa abot kayang serbisyong pangkalusugan.
Lalabanan natin ang kahirapan.
Lalabanan natin ang mga kawatan.
Lalabanan natin ang sino mang wawasak sa kalikasan.
Lalabanan natin ang sino mang manggugulo sa ating kapayapaan at katahimikan.

Ang laban natin ay laban ng bayan.

Sa ngalan ng aking mga magulang at sa gabay ng Diyos, gagawin ko ang lahat ng aking makakaya na pag-silbihan ang mahal nating inang bayan.

Bilang tunay na sagot sa kahirapan at tunay na daan sa kaunlaran, ang inyong linkod, Benigno Noynoy Aquino III, isang mamamayang pilipino, nangangako sa Diyos at sa Bayan:

HINDI AKO MAGNANAKAW.

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