Journalist and author Jullie Yap Daza has challenged presidential aspirants to come up with better ads that can compete with the “powerful and friendly” commercial released by Ferdinand Marcos Jr.
In her December 4 column for the Manila Bulletin, Daza called the commercials of other presidential aspirants “so 20th century” in contrast to Marcos’ commercial, which she said appealed to a youthful audience.
Marcos’ commercial featured the late dictator’s son passing on a pinwheel inspired by the windmills of Ilocos Norte to representatives of various sectors.
“Playful and friendly, without the heavy undertones of what’s wrong and what’s missing in the lives of citizens – as if voters need to be hammered on the head to be reminded! – the ad hides an environmental message in plain sight, appeals to a multigenerational audience (as in passing the torch, in this case a pinwheel) and evokes sunshine, clear blue skies, a smiling future linking yesterday and today,” Yap said of Marcos’ commercial.
“In contrast, a spate of politically hard-core ads is seemingly weighing down the screen. For want of a better phrase, they’re so 20th-century,” she added.
Yap said presidential aspirants should remember that television—where majority of Filipinos get their news and entertainment content—is a medium designed to entertain.
Quoting someone whom she said is a “pillar of the entertainment industry,” Yap said presidential aspirants should strive to present “something new” to suit voters’ tastes and preferences.