we first saw that ad on the internet. we found it amusing and we thought it was just a joke. a joke as in an ad that some teen-ager made on his computer and posted it on the internet. maybe the teen-ager submitted the “ad” to his high school teacher as a project for his Arts subject. we wondered what grade the highs school teacher gave the project.
we were wrong, it’s a real TV ad as we saw it aired at TV Patrol tonight. it was not a joke.
the ad is very simple, it communicates its message very simply. the analogy of Duterte as a bowling ball rolling over the pins of problems of the country. the visualization is something even young kids will understand. that is a good thing.
that is fine except that the ad has too many pins or problems of the country that as Duterte as the bowling ball rolls and each pin falls, we are unable to read the supers on each of the pins. in other words we could not read what problems Duterte promises to solve.
there are just too many pins or problems of the country that Duterte is promising to topple down. that leads to the biggest weakness on this ad – it is an over-promise. the ad is promising too many things that people might find it unbelievable.
it does not help that the ad does not say how Duterte will topple these problems or what is it in Duterte that will make him solve all the problems. in advertising terms, it does not have a “reason why”.
this is what this ad is all about :
- lists too many problems of the country that Duterte will solve
- too many for us to read what they are
- without telling us how Duterte will solve them
- or what in Duterte will allow him to solve them
- and that high number makes the ad unbelievable
conclusion : it’s a wawam!
in no particular order:
Presidentiable Jejomar Binay’s “Nognog” TV ad campaign
there is a new version under the “nognog” campaign that was aired today but it is not yet available at YouTube.
these two ads were the start of the “Nognog” campaign and these ads are associated with reversing Binay’s declining numbers at the presidentiable polls and in fact had put him back at the #1 spot.
we were shocked when these ads aired. the ads directly addressed the issues of allegations of graft and corruption on Binay which have been on the headlines for many months and the reason for the dramatic declines Binay have been suffering at the polls. Binay was definitely on a steep declining trend when these ads aired.
after the ads aired and the surveys released covering the period of airing, the numbers of Binay spiked up. in fact they were a dramatic reversal of the umbers and placed Binay back on top.
the ad effectively redefined the allegations of corruption and graft against Binay. he has been saying these to the press and in appearances in the provinces but it really didn’t do much to change his ratings. that is, until the ads were aired.
we think what made this ad work was the term “nognog” that he called himself in the ads. “nognog” is a derogatory term used on dark skinned Filipinos that was often used against him by anti-Binay voters. Binay is dark skinned and short (pandak).
“nognog” is also something that most Filipinos can relate to. while it may be a negative or derogatory among the Filipino rich who are fair-skinned Filipinos, it is a fair and acceptable description used by the masses among themselves. its use suddenly allowed the masa to relate to Binay.
we think Binay’s “nognog” has the potential to be the “Mr. Palengke” of Mar Roxas when he resoundingly won his senate seat.
Senatorial Leila De Lima’s “Justice without fear or favor”
this just aired today. it was different and called your attention. you paid attention to this ad. it is highly creative and you do get the message. this ad is able to give De Lima an excellent brand positioning among the senatoriables. this ad was so good that De Lima was trending on twitter after the ad aired. the Philippine Daily Inquirer also had an article on it at their website. this extra mileage is what you get when you air a good ad. this ad can push De Lima to the number 1 spot among the senatoriables.
what got us going crazy in this ad is the use of umbrellas. the story of corruption, crime ad drugs is plain to see in the ad. nothing really special about that. but what set it apart aside from the retro feel to it is the use of the umbrellas.
think about it – why did they need to do a rainy scenario out of the bar? it is January, it is not the rainy season now. the only explanation is that they wanted to use umbrellas in the ad.
and to us, the umbrella is the symbol of corruption, arrogance and power tripping that we saw when Junjun Binay, the mayor of Makati and the son of presidentiable jejomar Binay was caught in a video being shielded by a bodyguard with a giant umbrella on a non rainy night at Urdaneta Village when he harassed the security guards to let him exit the gate of the village while they were not supposed to .
this ad firmly defines De Lima’s band positioning – as the anti crime and corruption super hero, a role she fulfilled admirably while she was DOJ chief. this cements that positioning for her.
in some way, we think this positioning of hers and this ad has the potential to take away the thunder from Duterte’s tough on crime positioning.
the ad also has excellent production values. the cinematography, direction, lighting, casting and acting were very topnotch. its fun to watch!
Presidentiable Rody Duterte’s “Merry Christmas”
Duterte is a presidentiable that you either hate or love. and there is no in-between – either you passionately love him or passionately hate him. but this ad you take notice and the ending of the ad makes you smile. do not know if the haters have changed their minds about Duterte, but this ad you like for its wit and unexpected ending.
these ads are not a wawam!
mon iligan, previously from media who was also a congressman from some district was recently appointed spokesman for presidentiable jejomar binay and as we sometimes read also of UNA. he replaced a long list of previous spokespersons of binay – congressman jonvic remulla, congressman toby tango and atty jv bautista.
the way we see it, the previous spokespersons of presidentiable binay screwed up or in the case of remulla, maybe he got tired defending the indefensible binay. tango appear to have been fired from being binay’s spokesman after the residency issue on grace poe was raised by tiangco which had terribly backfired on binay.
mon ilagan is new to his job. but this early, we think he committed a grave error in his job as spokesman for the embattled binay.
this came out on twitter :
that “release” has a few things that are wrong with it.
an important basic in being a spokesperson – you are one for another person. as a spokesperson, you speak for your principal who in this case is presidentiable binay. when ilagan opens his mouth, he is speaking the words of presidentiable binay. it is like binay himself talking.
the twitter release was not about binay talking, it was mon ilagan talking about himself, what he thinks, not what binay wants the voters to know and not what binay thinks. the release even has ilagan’s role “UNA spokesman”.
more than mon ilagan being a spokesman for himself, the bigger issue we have with the twitter release is its content. ilagan’s press release about what he wants voters to know about his thouhgts has two parts – the first part is how he sees binay, “I believe in Binay’s capabilities as a leader” and the second part “despite the allegations and issues against him”.
being the spokesman and his salary being paid for by binay, the first part is not surprising. the surprising part is the second part.
in the second part, ilagan actually admits binay has problems – “allegations and issues” against binay. ilagan is referring to the corruption and dishonesty allegations and issues that have stuck on binay. ilagan is probably the first spokesperson who admitted his principal, binay has problems. he is admitting that binay is damaged goods.
that is a very unusual and very wrong thing to say about your principal if you are a spokesperson. ilagan is reminding the people the allegations being raised against binay. he casted doubt on his own principal, the person he is supposed to speak for and promote.
it is a very strange sales pitch – buy this product even though something is wrong with it. we do not think a lot of people will want to buy a product like that.
in this one, mon ilagan, a spokesman for binay fails in his job – for talking about himself and his thoughts rather than putting forward the thoughts of his principal and for admitting something is wrong with the very product that he is selling to the voters.
it’s a WAWAM!
we saw the above tweet by philippine daily inquirer this morning. the strong coffee we were drinking was no match to that tweet waking us up.
first thing that popped in my mind was – “what? wow is roxas that rich that he will ‘give P4B to survivors’?”. i thought roxas would be the biggest individual donor to yolanda survivors. i thought roxas deserves a monument with his P4B donation to yolanda survivors.
i immediately clicked the PDI (philippine daily inquirer) link to read the full article and this was what we found out – contrary to the headline of the article, the P4B that “roxas will give to survivors” is not coming from his own pocket but actually from the government.
that headline surely and very strongly communicated the P4B was coming from mar roxas’ own pocket not from any government fund or government project.
the words said it (“Roxas to give P4B for survivors“) and not only that the lead-in to the headline also reinforced it – “Christmas in Lent”. that lead-in clearly says it is like some christmas present that roxas is giving to the survivors.
(full article here : http://newsinfo.inquirer.net/593735/christmas-in-lent-roxas-to-give-p4b-for-survivors)
all that of course is incorrect. in fact the whole article talked about the funds coming from government funds. there was nothing at all in the article where it said it will come from the personal funds of roxas but all of it from the government.
it feels like two different people handled this article – the person who wrote the article is a different person who wrote the headline.
The P4 billion is apart from the almost P1.8 billion in rehabilitation funds that the government has started distributing to typhoon-stricken cities and municipalities in three regions in the Visayas, Roxas said at an orientation seminar on the Recovery Assistance on Yolanda here.
so what happened there?
we think the misleading headline is the result of some PR work from Mar Roxas for the 2016 presidential campaign. the roxas campaign was able to get to the PDI reporter and/or the PDI desk editor on this one. often, the desk editor is the one responsible for writing the headlines for articles submitted by field reporters to the “desk”. the desk editor also has the prerogative to rewrite or add things to the article from the original that reporters write.
it is either the roxas PR team got to them or the PDI writer and/or desk editor somehow found it smart to write a misleading headline on their own. of course the first part is speculation on our part and perhaps even the second one too.
to be fair the PDI is one of the most if not the most difficult to do PR work with. they are very independent will write and publish what they want regardless of who it is trying to influence them.
we suspect that this was PR spin for two reasons – (a) the framing of the fund release is highly suspect, it was being framed as like a christmas gift (“christmas in lent”) and (b) “roxas giving P4B” is an idea that is not at all in the article. it does feel very much that the one who wrote the article is not the same person who wrote the headline.
on the first one, the closest that to the framing of a “christmas gift” was what roxas said was this which was in the article:
“Advance Happy Easter. May you spend your money wisely to help your [constituents],” Roxas told local officials of Capiz as he handed over more than P200 million in rehabilitation aid for his home province.
roxas mentioned “happy easter” but somehow the framing morphed into a “christmas gift”. “framing of messages” to favor or skew the message to a particular person or group is typically done by PR practitioners, not editors of newspapers. in this one, it is obvious the effort was meant for the benefit of mar roxas.
the other part of this is that we think saying the money is some kind of “gift” we feel is very insulting and degrading to the survivors. gifts, specially christmas gifts are a happy occasion and a source of joy, something that is given willingly. these funds are not at all in that context, the funds for the rehabilitation of destroyed properties of people. the people suffered and lost a lot. this is being received as a gift in the context of Christmas joy, it is aid or help to the misery that the people had to endure and are still enduring.
we understand mar roxas has plans to run for president in 2016 and by the looks of it the campaign period has already started with efforts already being done by his main competitor, vice president binay.
with that we also understand that there should now be PR efforts for the presdinetiables, but we think this kind of PR effort for the presdientiable mar roxas is very much misplaced and incorrect from a marketing and political campaign point of view.
if we are right about this being spin for the mar roxas campaing, then we think the campaign has not developed and is not following a strategic plan for the roxas campaign. that is a very dangerous lack and can hurt the presdientiable roxas.