Monday, March 26, 2007

Ad campaign

The ad guy in me loves Tito Sotto's commercial. The one with Vic and Joey wearing Iskul Bukol and TVJ t shirts. They're walking and talking about sincerity and service and are joined by Tito just before stepping out into (presumably) a rally. I was half-expecting a smash cut to the West Wing opening credits.

Pity it's wasted on a poor candidate.

Online, some people have been complaining about Sonia Roco's TV commercial (here, via the soniaroco blog), saying it name-drops her late husband way too much. The answer, of course, is yes, it plays on name recall by design. My additional answer is, no, it's not for you. It's for the millions out there who do not read blogs and newspapers and do not watch ANC.

Advertising for elections is difficult enough for the extremely popular like Villar and Titio Sotto, garnering any significant share of mind is almost impossible for candidates like Roco who, other that appearing beside her husband, has had very little public exposure. Any advertiser worth her salt will play on the strengths and downplay the weaknesses, keeping in mind the overweening goal of reinforcing name recall.

So while the Sonia Roco camp may have wanted to shoot something more dramatic and/or more informative, they're severely limited by their current brand capital. Anyhoo, she's maintaining good survey ratings so something's working.

Disclosure: I am a card-carrying member of Aksyon Demokratiko. I used to work for Raul Roco at DepEd and was a media guy during the 2004 campaign. Right now I'm helping the campaign as a volunteer.

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