
By: Prime Paul Cepeda
So, if I ask you, what is the most legally acceptable and effective way to campaign even before that actual campaign period starts? lo and behold! Be an endorser for a consumer brand! Or better yet, pay tens of millions of pesos for “pseudo-campaign commercials.”
Although electoral law prohibits them from campaigning this early, they never let those legal intricacies to stop them in the subtle ways of their campaign. One of them is Senator Mar Roxas. The commercial shows the senator riding in a padyak or pedicab while talking to two kids. Moved by their dreams, he told the kids to stop it and he’ll be the one to do the biking. He ends the commercial saying he won’t let the people down.
When I first saw his TV commercial, I thought it was a great hypocrisy. I had high regard for him when he was still the Secretary of the Department of Trade and Industry and I thought he would do well as a senator but so far no much was done during his 5-year tenure as an opposition Senator. That excludes all the politicking he participated. And all that stuff that He himself scorned when he was still campaigning for all went down the drain for he still
Another thing is the theme he used is already old school. So many candidates have already used this and I thought he could have come up with a better one. But no. It was still a cliché. At least another presidentiable Manny Villar highlighted his assistance to OFWs. That can merit some points for the senate president. But for Mar somehow, it only borders on the cheap meds bill that he fervently sponsored. And boy oh boy, medicines alone will not save this country from going to the dogs.
With the campaign season coming in quickly, Mar Roxas must come up with more powerful commercials and advertisements if he wishes to win. But one thing for certain now is that he won’t get my vote.
Last week, news about his marriage proposal to long-time ABS-CBN news anchor Korina Sanchez created a buzz. Last Saturday while I was enjoying my weekend (well, I thought I was), I passed by Channel 2’s Wowowee and to my utter disbelief, Mar and Korina were there professing their love for each other! I could not bear the mockery that was happening so I hastily grabbed my remote to be . Later that night, while watching TV Patrol, I learned that Mar Roxas even shed tears during the Wowowee stint. Again, I was amazed, perplexed, puzzled, and worse of all, flashbacks of my Political Science 61 class raced through my cranium that Public Opinion and Media Lobbying is part and parcel of every politicians indispensable arsenal of hat tricks when an electoral season kicks in again.
Okay, here’s the deal. We all know that Mar Roxas wants to be the next president of the Philippines. In an interview with the Philippine Daily Inquirer, he even went as far as saying that he is the “best qualified” person to run.
To be honest, I have no problem with him running. It is his constitutional right and if he thinks he can win the presidential race, by all means he should indeed run. But the recent things he’s been doing are enough to tell me that he is really desperate. His political ad hails him as the answer to all our pressing problems. He doesn’t carry an issue and worse than that, he thinks poor people can relate to him if they see him riding the padyak going to Malacanang or setting up the presidential office right smack in the middle of Divisoria market.
The Mar-Korina Wowowee stint made it more obvious that he is indeed desperate. If there is anything worth commending about this strategy is that Mar Roxas knows the people he needs to reach: the media-consuming Class C, D, and E. And if this strategy would actually work by giving the people the false idea that’s his early media presence is not really unfavorable with regards to observing campaign schedules, then I guess we can see him breezing his way through the halls of Malacañang Palace.
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