Nightshift:call center agent’s blog

One of the things I like on the elections in the Philippines is the creativity of the candidates in coming up with catchy and attention grabbing political advertisements and jingles. Especially in the national level, these candidates will try everything they can to reach the electorate and embbed in their minds that they are the right person to vote.

Ralph Recto could be considered as the very first candidate who ran a television ad to gather pogi points. His Christmas greeting last holiday season was made together with Vilma Santos, step-son Luis Manzano and the actual son whose I name I could not remember. If politicians can post their banners with their gigantic faces, greeting the community a Merry Christmas, why not a television ad? Nice move, Recto. His political ad now, however, seemed to focus on dance, where I find no relevance at all in the campaign.

Francis Pangilinan also had an advertisement, but that was for Lucky Me, whose major ad model is his wife Sharon Cuneta. At least he is endorsing a product and not himself. Or so I thought.

Then came Manuel Villar’s “women’s ad,” featuring Angel Locsin, Rio Locsin (are they related), Tessie Tomas, and Jennilyn Mercado. No doubt that this is a campaign material. Ironically, I haven’t noticed that advertisement nowadays. His new campaign jingle, in the tune of “Sasakyan Kita” by K and the Boxers, is plain funny.

“Ang gara ng buhay” is former UP President Edgardo Angara’s slogan. Maybe his handlers got the idea from the Chibibo Toons (Saan nakatira si Ely, Buendia? E si Joey, Ayala? ; Rosanna, Roces for you. ; Is Marvin Gaye? ). The voice of the narrator is familiar though. Is he the one in DaDeDiDoDu and in Apple Epol before?

I would say that the worst political ad so far is that of Mike Defensor. The lighting and the casting is so bad. I cannot imagine that a Boy Abunda was the one behind the image of the former presidential mouthpiece. First, it does not suit his personality for him to be called as “Tol,” or a male friend. He may be young and vibrant, but he does not have the charm, and look at the very people he is always associated with: Pres. Arroyo, Ignacio Bunye and Erap Estrada (whom he always visit, according to the papers). All of them are unpopular (in political terms). What I don’t like more about his ad are the talents: a trying-hard-look-a-like of Manny Pacquiao, the nuns and the children.

Joker Arroyo’s ad or image has been recycled. Considered as the most thrifty among the senators, Joker already used the black and white sticker with a caricature of him last 2001 elections. He is trying to make an image of being a crime buster because of his performance in Joseph Estrada’s impeachment trial.

From Loren Loren Sinta (Leron Leron Sinta is a Filipino native song), Loren Legarda made the most commonly used political ad method in the Philippines: using previous TV footages to emphasize what they have done before. She was seen with a former military kidnap victim, and on another footage, braving through the flood. She now used the song “Tunay na Ligaya.”

Another bad political ad is that of Prospero Pichay. “Ako po si Prospero Pichay, Pro Pinoy.” I am irritated by that phrase Pro Pinoy. Since when did he become pro Pinoy when all he did in the House of Representatives is to defend her President? My suggestion to Pichay, since your name sounds like the vegatable, use “Bahay Kubo” in your campaign jingle.

John Osmeña’s political ad, on the other hand is unique in so far as branding is concerned. He focused on the history of his family (the Osmeña’s came from Cebu; Sergio Osmeña is the first Filipino Speaker of the House of Representatives). But isn’t he the one who is always accused of being gay?

And speaking of gay, I can still remember Tessie Aquino’s dance in the Senate when the 2001 impeachment was aborted. Now, she is trying to project an image that she is the champion of free primary education.

Derived from Francis M’s Sprite commercial “Ito ang Gusto Ko!” Alan Peter Cayetano’s ad has cartoon images. I must admit that together with Chiz Escudero’s TV ad, I have not seen much of this ad.

Keywords: philippines, election, manila, senators, congressmen, advertisement, jingles, television, radio