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richard gordon the transformer

April 30, 2010 2 comments

we are publishing here the article on richard gordon from PDI. the newspaper has started to run features on all the presidentiables.

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THE ONE, THE ONLY
RICHARD J. GORDON: Step up to the plate, swing that bat 

By Cathy C. Yamsuan
Philippine Daily Inquirer
First Posted 04:19:00 04/30/2010

During a debate on the Manila campus of De La Salle University, Sen. Richard Gordon waves a thin black and white contraption roughly the size of a notebook. “Kindle,” he shouts.

“Here’s a little computer where you can put the entire school curriculum, from Grade 1 to high school to college. Every kid in public school should have one because he who reads, leads,” Gordon exclaimed.

Gordon talked about providing the country’s 17 million public school students with the Amazon.com product and raising the quality of education in the process.

“The government purchases textbooks for public schools. Oftentimes, these books are full of errors. That’s why we have book scams left and right. Why not get a Kindle for every student, download the accurate, factual books needed for the year, do the same every year. So every school year, we just buy new Kindles for the incoming Grade 1,” he explained.

Gordon later admits the plan is simplistic but doable.

Gordon tells reporters that a P0.50 tax on every text message could fund this e-book project.

If there are 2 billion text messages sent every day, he says, that could raise P365 billion annually, enough to buy a $100 Kindle made in China for each pupil and even raise teachers’ monthly salaries to P40,000 from P12,000.

“Our education is now on the level of Zambia and Tanzania. Education should not be a choice. Poverty is the absence of choice,” the senator says.

Gordon, who is running for president in the May 10 election under his newly formed Bagumbayan-Volunteers for a New Philippines Party, fancies himself a “transformer,” pointing to his record as a no-nonsense mayor of Olongapo City.

In the early 1990’s, Gordon captured the country’s attention when he elevated Olongapo from a honky-tonk town hosting American servicemen at the then US Subic Bay Naval Base to one of the country’s more progressive cities.

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richard gordon’s “the transformers” tv ad – a boring calling card

December 28, 2009 11 comments

richard gordon is a creative man. who can forget his wow philippines campaign when he was with tourism? he also had “aim high olongapo” when he was rebuilding the city while he was mayor. it did not surprise us that he has “the transformers” as the line for his and fernando’s presidential and vice-presidential run.

but this ad does not deliver and in fact disappoints in creativity. it did not have the spark of the slogans we have come to know gordon is popular for. it has “the transformers” as a tagline in the end but it ends there.

we do not think the idea of “the transformers” was played up in any meaningful way in this ad. what this ad is a straight short resume of gordon, highlighting the key achievements in his career as a national leader. it is a short introduction of who richard gordon is.

it is not a failed ad, it is just too straight forward and close to being boring. it is certainly not creative. it’s a ho-hum ad, something you will be satisfied to see once and will not look forward to seeing it again. you would most probably leave the tv set to go get a snack or take a leak when you see this ad come up again on the tv.

we think this ad had a simple objective – introduce richard gordon to the voters. it is like sending out calling cards to the voters. it has achieved that in some measure but what a pity they did not make this ad more hard working.

the ad fails in one aspect – it did not make something out of the idea of  “the transformers”. the line was there but it was not the core message nor was it dramatized in any meaningful way in the ad. the line has a lot of potential for creative work but they did not take it.

to successfully make use of the line,  a lot of strategic and creative thinking need to be done. it is an idea that many of the young are familiar with, the transformers movie being one of the most successful in the last couple of years. the line being so much connected to the movie, the strategic and creative work need to find a way to pull it down to election talk and the presidency in ways easily understood and persuasive to a mass market and those who has not seen the movie. in fact even to those who have seen the movie, it needs some re-tooling for them to appreciate the concept for a presidential bid.

perhaps gordon will make use of it in the next ad, with the richard gordon calling card already distributed to voters. caution – it is a line pregnant with risks.  

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