Posts Tagged ‘senator 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.

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”.

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