Political ads hit TV screens

Political advertisements have invaded television screens, signaling the start of the election season in a country where name recall is crucial for victory.

Actresses Tessie Tomas, Rio Locsin, Angel Locsin and Jennilyn Mercado have appeared in the commercial of Sen. Manuel Villar Jr. advocating women’s rights.

Sen. Edgardo Angara, a former education secretary, discusses his platform for education.

Bukidnon Rep. Juan Miguel "Migs" Zubiri capitalizes on the biofuels law that he authored while presidential chief of staff Michael Defensor settles for a simple ad introducing him as "’tol," or short for "utol," the street term for brother.

Defensor claimed the ad was conceptualized by his campaign handler, Boy Abunda.

Asked why he did not present any issue in his ad, Defensor said it was just an introductory commercial.

"Did you understand biofuel?" Defensor joked, alluding to an ally, Zubiri, who has the longest ad so far.

Zubiri also claimed to have bought the rights for the popular "Boom Tarat Tarat" tune popularized by a noontime TV game show.

Award-winning director Joel Lamangan megged the Zubiri commercial while well-known talent manager, Lolit Solis handled the ad of Villar.

Showbiz personalities have always been tapped to campaign for candidates because of their popularity. Such association with famous showbiz personalities has somehow proven to be effective for many of the candidates to attract the masa (masses).

Presidential Political Adviser Gabriel Claudio admitted the ads, particularly the television advertisements, play a significant role in bringing candidates into the consciousness and recall of voters as studies have shown.

"But ads will have to be complemented by two elements if they are to be translated into actual votes: one is a message of hope and harmony and second is powerful nationwide top-to-bottom political machinery that guarantees vote delivery," Claudio said.

He expressed belief the senatorial candidates running on a platform of national harmony to promote economic growth beneficial to all Filipinos would gain sympathy among voters.

"This is the edge of national candidates running under the administration ticket. They are the more natural advocates of peace, reconciliation and a continuity of the economic growth and turnaround that the country is now experiencing," Claudio said.

"On the other hand, the opposition has already said it would campaign on a platform of removing the President, hence a platform of hate as against the administration’s platform of hope," he pointed out.

Earlier, Senators Ralph Recto and Francis Pangilinan were criticized for "campaigning" way ahead of the others.

Recto had a Christmas greeting with the rest of his family, including his famous wife, Lipa Mayor Vilma Santos, the movie industry’s "Star for all Seasons."

The TV ad was aired through the third week of January, long after the Christmas season was over.

Pangilinan appeared in a noodles commercial with wife Sharon Cuneta. He has also been visible in Cuneta’s weekly TV show.

More political ads are expected to be seen as the elections in May draw near.

Showbiz personalities admit getting millions in payments for campaigning while others claimed they simply do it to help their candidates win.