I saw that “Apokalipto”, the teaser ad of Chiz Escudero. And frankly, I think one needs to caution Chiz for actually placing this ad on the commercial media route. It might not be the best ad for him.
First, it uses so much Bagong Katipunan stuff that people, especially those between the 21-34 voting age, would never understand. Second, it smacks of “messiah-ship” which can be misinterpreted by some to be an attempt to hide the inexperience of Chiz. Third, it’s too dark, and too cartoonish, again, open to misinterpretation that Chiz is trivializing the current situation.
Also, I really doubt if Chiz was properly counseled on the use of the word or term “apokalipto”. That term is bad. If you’re a serious religious freak or someone who knows the arcane-ish, you’ll know that using this term is “bad”, simply because it has a lot of religious baggage attached to it. Apokalipto is a Tagalog term of apocalyse or the end of the world. The ad plays the term without regard to its religious effects or interpretation and this could also be misinterpreted again by some to be of a messianic ad. Or, that Chiz bears a messianic streak, not fit for the presidency.
Or, maybe, handlers of Chiz Escudero want to package him as our "last great hope"? If they really intent on positioning him as such, they're destroying him. One rule in advertising--don't position something or someone which he is not.
Chiz is packaged here as a super hero, another (un)conscious misinterpretation or misapplication of Friedrich Nietsche. Chiz should decide whether he wants to be a caped (in this case, a hooded) crusader or a president. Never mind if Chiz said those words as "tutulungan ko kayong tulungan ang inyong mga sarili". That did not cure the probable misinterpretation.
And why the use of a kid? And giving her the K torch? Again, that’s too cliche. If Chiz wants to be relevant, he should have passed the torch to the present generation, implying that the onus of responsibility in pursuing transformative politics lies in the present, not the successor generation. That, by itself, is wrong messaging.
Lastly, Chiz is hooded, meaning, are we sensing that he's up to no good? Or hiding something and want nothing more but lurk in the shadows? Or, is this just a "trailer" and like that detergent ad, will show another TVC that shows Chiz as a bearded man with a cane?
Or a Chiz with wings? Come on.
And the ad seems too padyak-ish. It reminds one of the infomercials that plunged Mar Roxas’ ratings. I hate to say it, but Chiz should not show this in public. Just relegate it to YouTube.
Chiz should take the cue from Alan Peter Cayetano’s TVC or even Antonio Trillianes ad. Direct to the point. No cluttered messaging. And no bull shitting. Pinoys hate it when they’re being bull-shitted.
Show the real Chiz to avoid that costly mistake which Mar did in those ridiculous padyak ads before it is tooo late.
That's the problem with politicians---they involve creative ads man for doing their stuff when these creative people don't really have the full grasp of political reality.
And really, people don't need messiahs. Or cheesy ads.
The use of media should indeed be moderated, because its grasp and reach is enormous, if improperly utilized, could lead to disastrous consequences and implications...
ReplyDeleteI agree with your analysis in the ad of chiz. It's to dark and comical. The ad is not also sensitive with the use og Apokalipto.
ReplyDeleteOn another topic. Escudero always says that he represents the youth, and he aims to get the majority vote of the youth, but if you look at the list of votes on previous elections, you will see only few young people who actually participate in the national elections. Too bad for the Filipino youth.
The truth is, the youth only cares if they don't have any class, or if their class is suspended if there is a rally outside their school, or if there is a national uprising.
major tom,
ReplyDeleteyep. for it could send a wrong image and message for Chiz, like what happened to Mar Roxas.
makapili,
ReplyDeleteyep. i was told that Chiz and his handlers are still thinking if they'll really release this in the commercial media route. we are still not prepared for this.
i think chiz should show not just concern but a vision to lead the nation.