Posts Tagged ‘senator mar roxas’

noynoy aquino and mar roxas file bids for president & vice president

November 28, 2009 Leave a comment

Aquino, Roxas file bids for president, vice president

MANILA, Philippines – (UPDATE) Senators Benigno “Noynoy” Aquino III and Manuel “Mar” Roxas II filed their candidacies for president and vice president respectively at the Commission on Elections office in Manila Saturday.

Aquino and Roxas, who will run under the Liberal Party, filed their certificates of candidacy to coincide with the birthday of national hero and late senator Benigno Aquino Jr.

With Aquino and Roxas were their candidates for senator: former National Economic Development Authority chief Ralph Recto, Anakbayan Partylist Representative Risa Hontiveros-Baraquel, Congressman Ruffy Biazon, lawyer Nereus Acosta, Teofisto Guingona III; and Sonia Roco, wife of the late senator Raul Roco.

Aquino was also accompanied by his sisters Balsy, Pinky, Viel, and television host and actress Kris.

Judy Araneta-Roxas, mother of Mar Roxas, and broadcast journalist and Roxas’ wife Korina Sanchez, were also present at the Comelec.

Aquino said his party would, among others, usher in reform politics in the country that would seek to eradicate corruption, create jobs; and improve the education, health, and judicial systems.

Prior to the filing, a rally was held outside the Comelec office by LP supporters clad in yellow, the signature color of the party. Seen in the crowd were Father Ed Panlilio and popular actors Dingdong Dantes and Marian Rivera.

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.

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:

mar roxas takes anger management therapy, shows it in his latetst ad, “payakitos” tv ad but pedals to advertising mediocrity

April 10, 2009 2 comments

the title of the commercial is “padyakitos” referring to the very young, i would say tween age boy who is is on the padyak, the manual run tricycle. the title of the ad will not be seen by viewers but the title itself defines the path to advertising mediocrity this ad has pedaled mar roxas into.

it’s a title that is trying to be cute. we don’t know if “padyakitos” is a real term used by real pinoys, but choosing this title over the message of the ad tells you the ad is trying too hard to look cute and endearing.

this ad fails in many ways and we think we know the key reasons why this ad has led mar roxas to come up with an ad that we think will not enhance his image but will give him a new definition to his brand image – mediocrity.

we think mar roxas has been led to this kind of ad for right reasons but its execution was flawed. they concocted this ad to address the following key “crisis points”:

  • the need to “soften” mar roxas’ brand image. they probably think mar roxas’ image has taken an “ass hole” image coming from his “senator putang ina” (read posts on this one  here in 2011 presidentiables) incident and the unabashed display of uncontrolled anger in many occassions. they probably wanted to show in this ad that mar roxas is cute, likeable and yes he has been through anger management therapy.
  • this one is one of the mortal sins admen and clients seem to commit all the time – they fell madly in love with previous ads that worked. roxas’ success into senatorial rock star status was his “mr. palengke” tv ad . they fell in love with that ad and they were obsessed with duplicating that success so they chose to graduate roxas from the palengke to the tricycle. this ad is still in the palengke area, but  moved from inside the palengke to the outside, now riding a padyak. roxas wanted to replace the “mr. palengke” to “mr. padyak”.
  • oh, and yes, roxas has defined the advertising strategy for his campaign and they wanted to make sure that is also delivered.

the above are all good and legitimate advertising needs that they need to fix. 2010 presidentiables.wordpress  in the posts here in fact has warned senator roxas that his “senator putang ina” image will need to be fixed, but the execution of that need we think is faulty.

in fact the biggest error of this padyakitos tv ad is it is too executional and not strategic at all. not only is the ad too executional, their execution of that intent has made it into a hodge-podge of confusing elements, ginawang chop-suey yung ad.

we think the ad suffered a dramatic failure when the ad was not strategic at all, too executional and the executions were very poorly done. that is a recipe for advertising mediocrity and a sure hit WAWAM!

more on this on the next post.

read about “senator mar putang ina roxas” here:

“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.

april 2009 memo to senator mar roxas: need to know weakness

April 8, 2009 Leave a comment

senator roxas,

we think it is best that you go through the two surveys that were recently released first by pulse asia, then by SWS. first conducted was the pulse asia survey, fieldwork on february 2-15, then the SWS survey February 22-23, 2009.

i think there is concern in the results that need looking into.

first, note that the surveys were done by two different polling companies and they had different respondent samples. the conditions and methods may be different and a direct comparison is not exactly appropriate.

however, we think the differences in results are very significant that we think it deserves some seri0us thought.

the results we think are very disappointing, specially on the earlier polling. given your advertising efforts and high profile media exposure, your ratings should have been much higher.

the poll results from the SWS showed a surge from previous SWS poll and that is a good thing, but your ranking in the polls are still very weak. 

the big disparity between the poll results is also bothersome for us. we think combining that with the low ratings and low ranking despite good media exposure and good media advertising seem to say voters have a weak perception and low preference of you. that is the extreme or you are a polarizing candidate. that means some people like you and at the same time some people don’t.  while that is true for all candidates, it should not be to the degree that poll results that are being shown are too different.

we think there is an uncovered weakness in your candidacy and there is uncovered marketing and advertising opportunity for you. you need to find out what these are. and soon.

-end of memo-




read post,  latest SWS survey:

read post, latest pulse asia survey:

roxas and escudero surge in SWS feb 2009 presidentiables survey, but roxas should not celebrate too much

March 30, 2009 4 comments

the story in this latest survey is not who is on top of the survey but who among the non-leaders surged up.  it is intentional that we use the word “surge” – escudero moved up one slot in rank and is now 4th with a +4 pts to 23% now. 

roxas who used to be 7th in ranking jumped to 5th place when he took a 5 pt surge to now 15%. that is an impressive increase.

it is not unusual for the leaders in this poll to stay where they are – de castro, villar and legarda are the top three. movements at that level are not expected until a few months or weeks near election time.

while there is some reason for roxas to celebrate, he needs to not over-do it. there are some concerns on his performance. we will be issuing a memo to roxas on the next post here in 2010 presidentiables.  


should we hold nationally elected senators responsible for lack of progress in his/her hometown?

February 4, 2009 Leave a comment

2010 presidentiables like to thank those participating  in a very good discussion on the above topic in one of the posts here. (read exchange of comments here : 

the presidentiables are getting into the limelight and this discussion touches on many important points, to name a few:

  • what makes a good president?
  • looking at presidentiables’ past and current achievements on their present position as basis for electing them president
  • can we blame a nationally elected senator for the disrepair and lack of progress of his hometown?
  • shouldn’t we blame the local officials like the mayor and the governor?
  • how should we judge presidentiables?
  • whose responsibility is a town or a province’s progress?
  • what are the responsibilities of nationally elected officials like senators?

please visit the post (click here: and read the exchange and let us hear your views. please post them in the comment section of that post (and not here) so that we can easily track the discussion.

let us hear your views!

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”.

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 :


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 :


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.”


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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