by Manny Del Rosario, former Creative Director and political consultant who has taken a sudden interest in coffee.
I think I’m right in assuming that the 2016 presidential elections ranks up there as one of our most divisive elections in recent history. While the brutality and sheer viciousness towards the candidates and the voting public is unprecedented, I think it’s worth taking a step back and talking about some of the political ads out there. While posters, print ads, and slogans felt like rehashed work from days of yore, the tv commercials and the PSAs are a different story. This campaign season given us some of the best work I’ve ever seen in this country. So here then are my top five.
1. Millennials For Martial Law:
Everyone who has seen this powerful PSA has shed a tear or at the very least was left teary eyed. And I can see why. The power of film comes from listening to the martial law victims recount their experiences to a group of clueless millennials who favor martial law. The look on their faces while each victim recounts how they were tortured in full detail says it all. You realize then that this isn’t a film about the horrors of martial law, but a criticism of an educational system that has watered down history and failed a generation. In the end I was left wondering how this could have happened.
2. Isko Moreno’s ” Alam Ko Po Yun”
I remember seeing this early in the campaign season and thinking to myself “I wish I did that.” I love how authentic this TVC feels. The hushed baritone voice of Moreno telling his story adds so much to the direction, editing, and the polish of this film. No other senatorial candidate can tell that story as well as Isko Moreno did. He would’ve stood a better chance of making it into the magic 12 if they aired this more often.
3. Roman Romulo’s “Iskolar Ng Bayan”
Now I’ve known Roman Romulo since we were in our teens. A nice enough fellow with a good head on his shoulders but he can be a little conservative. Imagine my surprise when I saw this TVC! It completely caught me off guard with its irreverent and charming way of telling Roman’s Iskolar Ng Bayan advocacy. The production design, talents, writing, and direction are top notch given what I think is a limited budget. I think Roman would’ve fared better in the surveys if they aired this non-stop. I can’t imagine anyone not falling for its campy charm.
4. Vice President Jejomar Binay’s “Sino ba si Nognog”
This right here is the perfect example on how to turn a negative into a positive. What started out as insult to Binay by his many critics, he has since then embraced nognog as the underdog who performs. And as everyone knows, we Filipinos love people who champions the underdog. It’s a simple TVC that gets the job done.
5. Senator Antonio Trillianes’ “Anti-Duterte”
“Do u really think that using children can change our minds? Think again. Black Propaganda pa more. Du30 to the very end!!!!!!”
“I just can’t help but to SCREAMMMM!! How dare you Trillanes for spreading the wrong issues against Duterte!!! #DuterteTillTheEnd,”
“This ads only makes the people like and love Duterte more to be the next president… #DU30 solid parin!!!!!”
Talk about your shitstorm! Now if you can manage to drive people into mass hysteria in 30 seconds, you completely understand what political advertising is all about.
