I do not hate it. I simply do not like it. It is a disservice to the man, his accomplishments, and the values he represents and fights for. Another blogger has declared that the new Mar Roxas advertisement is simply the wrong way to do Padyak. I agree with him but mainly for different reasons.
The latest political advertisement by Mar Roxas is a failure for many reasons. First, the script is plainly nonsensical, the message fails to connect, and the image it wishes to convey is nothing but short of being superficial. Second, it is not yet time to do political campaigning. And the Mr. Padyak commercial is clearly a political advertisement for the 2010 elections.
While a rival to the presidency has been spending millions everyday since last year for these advertisements, Mar Roxas need not imitate the strategy of this traditional and corrupt politician from Las Pinas. Known for his statesmanship rather than political showmanship, Mar Roxas should be delivering political messages and not political advertisements. The former puts premium on issues, substance, and advocacy while the latter prefers to waste time on political tidbits and image-creation.
The core strengths of Mar Roxas as a candidate for the presidency, the very reasons why many people are supporting him lies not in his image or surname but the kind of politics he represents. We do not support him because he is soon to be married to a television personality. Rather, a number of his supporters have expressed reservations on his marital plans. We support him because of his accomplishment and track record as a public servant, his unblemished political integrity, and his intelligence and acknowledged capacity to be president. These are the things that should be emphasized in doing a political message by and for Mar Roxas. Image should come after, not before these core values.
And why change or alter an image that has already worked wonders for Mr. Palengke on the first place?Why stick to the politics of image when for all intents and purposes, Mar Roxas can win the politics of action and compassion hands down?
Let the wedding and showbiz interviews do the image work. This early part of the 2010 game, political advertisements need to be political – meaning with substance and advocacy. Hence, why not emphasize the recent laws he has authored that helped millions of Filipinos save their hard earned money through the Minimum Wage Income Tax Exemption Law and the Cheaper Medicines Act? By doing so, one combines both the image and advocacy of a compassionate and effective leader in one coherent message.
Instead of saying vaguely “lalaban tayo,” without really emphasizing how and pinpointing who or what the enemies are, why not declare lalaban tayo sa kahirapan, korapsyon, at mahal na gamot. These can then be followed by his achievements as congressman, as DTI Secretary (when he refused to use his position to grant Araneta Center a special economic and investment zone status) and senator?
I once read a Mar Roxas speech during his visit at Lyceum of the Philippines University in 2007. It was the height of the self-aggrandizement by Mrs. Arroyo for having achieved the highest GDP growth in 20 years for the Philippines (see my related post about this topic).
Mar Roxas retorted, something like: Ang sukatan ng kaunlaran ay di nakikita sa pagtaas or pagbaba ng ekonomiya base sa mga kumplikadong sistemang panukat ng GNP, GDP, or ng Philippine Stock Exchange. Ang tunay na sukatan ng kaunlaran ay ramdam natin sa mga talipapa at mga palengke. Ang mga lugar na ito, na nagpapakita kung gaano kadami or kaunti ang nabibili ng Piso mo para sa iiuwing pagkain, gamot at pang-baon sa eskwela ang dapat pinagtutuunan ng pansin ng pamahalaan at di ang mga numero lamang na walang kahulugan sa buhay ng mga Pilipino. Sapagkat sa talipapa at sa mga palengke lamang natin makikita ang tunay na pamumuhay ng mga Pilipino.
I wonder where the Mar Roxas who said these words and the people who helped him craft this message have gone. I want the genuine Mr. Palengke and not the bogus Mr. Padyak.
Would the real Mar Roxas please stand up.
(no need to approve the comment sir ) hehehe gusto ko lang mag-comment. I thought you would like the advertisement. Me, I definitely don’t like it, sorry. The campaign period is too far and that one is really a campaign ad. He cannot say he is advocating for some programs because there is nothing substantive in the ad or message (comparing with other political ads).
This is a pity since I have read the Sunday issue of Manila bulletin and watched the Wowowee interviews of Mr. Roxas; konti na lang(?) macoconvince na nya ko na iboto sya (mainly because of his accomplishments) but not because of his ad (naiinis ako, sorry hahaha).
He explicitly says every time what are his plans if he becomes president, medyo napapadalas na ata (negative for me). I don’t always watch television but every time I have time, I always encounter only his campaign interviews , ads, etc.
I think all of the presidential candidates still have to spend more of their time doing their job than campaigning. Although, reality is, it’s time also to prepare for the campaign (ang obvious naman masyado na-eemphasize ang election this early).
On the lighter side, not to be too biased (haha) on the ad issue of Mar, Mayor Binay’s ad is definitely a No No for me.
Senator Roxas, there are still lots of things that you must focus into aside from pedaling towards the presidency.