Tag Archives: political ads Philippines 2013

On Team PNoy’s campaign ad

Three weeks after its rival United Nationalist Alliance launched a campaign ad twitting the administration’s “daang matuwid” mantra, the ruling Liberal Party (LP) came out with an ad presenting their twelve senatorial bets with President Benigno Aquino III himself introducing each candidate. Watch the 45-second video below:

“Sa daang matuwid, marami ang gustong sumali. Pero meron ding nagpapanggap lamang,” Aquino warned in the advertisement. This is in direct reference to politicians previously allied with President Gloria Macapagal-Arroyo who are now in his camp.

Aquino then introduced his bets as individuals the public can truly trust (“Ang siguradong mapagkakatiwalaan…”). After introducing all twelve candidates in alphabetical order, Aquino declared: “Mga tunay na tuwid sa daang matuwid!” A male narrator then quips “Daang matuwid, mag-ingat sa ‘di tunay” just before the ad ends.

The president’s “daang matuwid” slogan was first used during the 2010 presidential elections (watch the video here). This message resonated effectively for an electorate tired of the corruption scandals that hounded the Arroyo administration for nine years.

It also explains why three years into office, Aquino is still very adamant in drawing contrast between him and his predecessor (for example, he hit Arroyo yet again during the LP’s proclamation rally last February 12). And although Aquino’s continued attacks on Arroyo makes him sound like a broken record, he remains popular.

team pnoy 2013

President Aquino with the twelve administration senatorial candidates dubbed as “Team Pnoy.” (Credits: Albay Gov. Joey Salceda)

According to a January 19 to 30, 2013 survey by polling firm Pulse Asia, Aquino retains a 66% trust rating among Filipinos. This is twelve points lower than his November 2012 rating, this approval rating is still something that most head of government can only dream of. United States President Barack Obama for instance has an approval rating of 52% although he is only less than a month into his second term.

If the administration coalition is capitalizing on Aquino’s popularity to ensure victory in the 2013 polls, the 2007 midterm election under Arroyo was a different story. As an example, Arroyo neither made an appearance in TEAM Unity’s coalition ad and nor was she mentioned at all. See it below:

The campaign ad of Team PNoy is interesting in many angles. Noticeable is the decision of Nacionalista Party candidates Alan Peter Cayetano, Antonio Trillanes IV, and Cynthia Villar to not wear yellow in the advertisement. Speaking to Rappler.com, Cayetano explained that this is their way of retaining their identity even though they are coalition partners with the LP. “Out of respect, instead of wearing our own color (orange), we’ll wear our neutral color,” Cayetano said.

A similar observation has been made about Mar Roxas, Aquino’s 2010 vice presidential candidate. Instead of wearing yellow, Roxas sought to make himself standout by wearing blue in public appearances.

In a report by Vera Files, political strategist Malou Tiquia commented that in doing so, Roxas “was more of Mr. Palengke than a partner of Noy (Aquino).” In contrast, Roxas’ opponent Jejomar Binay seemed more than willing to associate himself with the Aquinos as evidenced by this ad for him by Senator Francis Escudero.

Aquino’s main message that some politicians are merely riding on his administration’s anti-corruption drive may be true because of the bandwagon mentality. However, it makes him sound like a demagogue and a hypocrite.

Not all of his party mates are stain-free, and this includes his allies in Palawan who are involved in the Malampaya fund mess and his shooting buddy former Interior undersecretary Rico E. Puno. Aquino himself is not immune to the realities of politics of convenience. How does he explain his endorsement of Mrs. Villar, the wife of the man he himself has accused of corruption just three years ago?

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About these ads

Sarah Geronimo for Sonny Angara TV ad

Another Angara enlisted the support of pop superstar Sarah Geronimo for a senatorial bid. The camp of Aurora Rep. Juan Edgardo “Sonny” Angara, who is running under the Liberal Party banner, has recently released a radio and television advertisement featuring Geronimo. “Sa iyo ang tiwala ko. Sa iyo, hangang-hanga ako,” Geronimo sang in the ad. “Tiwala ako kay Angara. Angara ng Pinoy!” Geronimo concludes. As of writing time, the Angara camp is yet to upload the video on YouTube.

The commercial uses her 2004 hit “Sa Iyo.” The younger Angara’s pre-campaign period advertisement is an exact copycat of his father’s 2007 video with Geronimo. Watch it below for reference:

Currently the chair of the House of Representatives (HOR)’ Committee on Higher and Technical Education, Angara is using education as a key campaign talking point just like his father. According to his page in the HOR website, the two-term solon from Aurora has authored a bill that seeks to expand the education voucher program for the secondary and tertiary levels and another one that proposes the integration of preschool education into the basic education system.

sonny angara - sarah geronimo

Pop star Sarah Geronimo has appeared on a television commercial for Sonny Angara, a Liberal Party senatorial candidate (credits: Angara’s Facebook page)

COMMENTARY: Being endorsed by a popular singer certainly won’t harm a politician who’s running a national campaign for the first time. For certain, many Filipinos still remember Geronimo’s campaign ad for the elder Angara even if it’s been six years since it was last aired (though it remains to be in YouTube).

Judged from the context of building name recall, reusing the tagline “Angara ng buhay” is an excellent move (just like the case with “sa UNA, gaganda ang buhay”). However, the younger Angara should make sure that his succeeding ads highlight his personal vision and accomplishments. He cannot stay on his father’s shadow forever. 

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United Nationalist Alliance first 2013 campaign ad – recycled?

The 2010 Philippine national elections produced a number of memorable political jingles. Who can forget Juan Ponce Enrile’s “Gusto ko, Happy ka,” Loren Legarda’s “Ikaw” (featuring pop star Sarah Geronimo), and Manny Villar’s “Tunay Na Mahirap”?

As the May 2010 polls drew closer, then-Makati City Mayor Jejomar Binay released a series of campaign ads with the slogan “Kay Binay, gaganda ang buhay!” The catchiness of the 30-second jingle certainly did not hurt his chances of winning the vice presidency. He came from as much as 20 points behind and defeated longtime frontrunner Mar Roxas.

Fast forward to 2013. From being a candidate no one expected to win, Binay is now the country’s most trusted politician (that is debatable, of course). For the coming midterm elections, Binay is flexing his political muscle – teaming up with deposed President Joseph Estrada to form the United Nationalist Alliance (UNA) as the main challenger to the Liberal Party (LP).

united nationalist alliance 2013 senatorial slate

The closing billboard of the United Nationalist Alliance’s first advertisement for the 2013 elections. Notice the inclusion of Escudero, Legarda, and Poe in the list.

Technically speaking, UNA has a complete senatorial slate of twelve candidates. Because of the “unique” characteristic of our politics here, three of those bets (Francis Escudero, Loren Legarda, and Grace Poe-Llamanzares) are also running under the LP. And since LP bars those running under their banner from campaigning with other parties, only nine bets can attend UNA campaign sorties.

The 2013 ad

Directed by Paolo Villaluna (Storyline fame) of Filmex Production House, the 60-second clip begins with a shuttle bus encountering stormy weather ahead. A male narrator then says: ‘Habang tinatahak ang daang matuwid, marami ang nagtatanong, ”Bakit mahirap pa rin ang buhay?’ ‘Bakit dumadami ang walang trabaho?’ ‘Bakit patuloy ang pagtaas ng presyo?’” A series of bleak images are then presented: a family living on a kariton, a man desperate for a job, and a sign showing that rice prices had gone up.

As the narrator goes on to say “Ang kailangan, pamamahalang maganda. Pamamahala tungo sa magandang buhay,” the shuttle bus makes a U-turn. This time, the weather has already improved with the shuttle bus passengers seen smiling all over (they were unseen earlier in the ad).

As the UNA candidates take turns alphabetically in saying their respective one-liners, a rip off of Binay’s 2010 commercial can be heard in the background (same tune, although this time, it now goes “Sa UNA, gaganda ang buhay”). It is very rare that campaign jingles at the national level gets rehashed. However, Binay’s camp probably believes that using again an advertising campaign that worked well in the past is a safer bet than coming up with a new one.

For comparison watch here Binay’s 2010 campaign video (directed by Paolo Villaluna as well):

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