Election Discretion Part 1: Videos and Taglines
As May 10 draws near, let us all take a moment to reflect on the season which is second only to Christmastime in length and cultural importance to Filipinos: election season. (Or is it even second?) Even months before the official campaign period started, we have been barraged with faces, names and promises by all these candidates. So much election propaganda has polluted our airwaves, so much paper and plastic on our streets, so much rhetoric yet so few actual choices in our so-called democracy.
Monday is just a step away, and as we all finalize our lists and prepare our codigos, now is probably a good time to assess all these election-related videos and whatnot. After all, these are instances of culture, and whether or not these candidates’ propaganda are “truthful”—truth being prone to contesting views—they do say much about ourselves, our society and the system we live in.
It is necessary to note that as with any award-giving body, these views are the product of subjectivities like taste, class and ideological positions. You are free to not share my opinions, but you are also free to enjoy them. I hope you do the latter. Relax lang, peeps.
Without further ado, I begin this three-part series with a roundup of this season’s best and worst videos and taglines.
Video Music Awards
Best Campaign TVC (Individual)
Satur Ocampo – “Sure Ka Kay Satur!” series. We’re tired of seeing all these politicos shoving their faces at us, hogging the credit for specific achievements. The brilliance of Satur’s ads is that they go against this narcissistic grain. We see workers, students, farmers and professionals proudly owning their respective achievements. These accomplishments are never singlehandedly attributed to Satur. Rather, the agency of these very sectors is upheld and celebrated. While Ocampo lets each sector speak of its own triumphs, these sectors in turn recognize Ocampo’s invaluable role in each victory. These ads showcase Satur’s undeniably impressive pro-people track record, as well as his democratic outlook which is strongly anchored on grassroots involvement.
Worst Campaign TVC (Individual)
Risa Hontiveros – “Maganda ang Laban.” Is this video irritating or what?! This woman seems to think that the elections is a beauty pageant. Her commercial doesn’t show an ounce of track record or a shred of commitment. Ganda lang ang puhunan. Heck, she can’t even commit to dancing. If she’s gonna bank on her beauty, she might as well go all the way! Igiling mo, beybeh! Not this half-baked rocking to and fro (if you call that dancing), while flashing the Laban sign and cutesy smiles. Please. This video makes me shudder.
Noynoy Aquino – “Laban Na‘To!” (The Rap Video). If one could face raps for rapping, siguro kalaboso na si Noynoy ngayon. Ugh.
Bong Revilla – “Otso Otso.” Like Risa Hontiveros’ ad, this video has no platform or substance whatsoever, just name, face and number recall. However, unlike Hontiveros, Revilla has no pretensions of intelligence or substance whatsoever, so it’s completely appropriate. Heck, it looks like he might even win anyway. Still, it’s a dumb ad.
Best Campaign Video (Group)
NP – “Suportahan ang Kababaihan.” This is a surprisingly good commercial. Not only does the ad flaunt the fact that Nacionalista Party has the most female-dominated slate, it also supplies a quite sensitive and well-delivered (kudos sa AD at speech coach!) script. The scoring is understated, and the cinematography interacts with the production design well, the pale blue-tinged whites complementing the various orange shades of the candidates’outfits. Most of all, the ad makes Miriam seem gentle, vulnerable and sensitive. That is an achievement in itself.
Best Music Video
Eddie Villanueva – “Eddie Tayo.” Eddie Villanueva’s music video is very youthful, and features music by one of our generation’s most talented rappers, Gloc 9. There is the classic road trip imagery, which brings to mind summer days and carefree times. The video features lively camerawork and editing, combining fun choreography with colorful graphics and well-made animation. The highlight, of course, is the music. Gloc 9 posits, “Sino pa? Eh di ako! Kailan pa? Eh di ngayon!” The wordplay between “eh di” and “Eddie” is sheer genius; the citizens’ agency is maintained alongside support for Villanueva, both sharing equal prominence. The message is that beyond voting, Filipino citizens’ involvement in governance is essential “para maitaguyod ang bayan ni Juan.”
Worst Music Video
Noynoy Aquino – “Hindi Ka Nag-iisa.” As I said in an earlier post, this video just shows that bourgeois solidarity and interests are Noynoy’s main selling point.
Tagging the Taglines
Best Tagline (Standard Bearer)
Erap Estrada – “Kung may Erap, may ginhawa.” Witty wordplay!
Worst Tagline (Standard Bearer)
Bayani Fernando – “Lalakeng kausap.” Chauvinist pig.
Best Tagline (Senator)
Imelda Papin – “Tinig ng Bawat Pilipino sa Senado.” And what a tinig it is! Jukebox queen!
Worst Tagline (Senator)
Juan Ponce Enrile – “Gusto ko happy ka.” Ano ho?
Franklin Drilon – “Big Justice.” A great spin on Drilon’s obesity. But it’s obesity nonetheless.
Worst Tagline (Partylist)
PBA Partylist – “Sports lang, you know!” No, I don’t know!
ABROAD Partylist – “Work abroad, pay later.” Easier to export Filipino labor this way!
Worst Tagline (Party)
Liberal Party – “Kung walang corrupt, walang mahirap,” for being a misnomer. See Awkward Awards: Sariling Atin Award
Most Misplaced Tagline
Bayani Fernando – “Lalakeng kausap.” Should have been Jamby Madrigal’s.
Risa Hontiveros – “Magandang Laban.” Should have been Adel Tamano’s, kasi mas maganda si Adel. Hihihi
Read the rest of Election Discretion
Part 2: Virals and Endorsers, Jejemons and Assumptionistas
Part 3: The Awkward and the Familiar, Identity Crises and Other Special Awards
Entry filed under: Edgar Allan Paule, Filipino films, Short films. Tags: 2010 elections, abroad partylist, bayani fernando, bong revilla, eddie villanueva, erap estrada, franklin drilon, gloc 9, hindi ka nag-iisa, imelda papin, juan ponce enrile, liberal party, miriam defensor santiago, nacionalista party, noynoy aquino, pba partylist, rap, risa hontiveros, satur ocampo, visual culture, women.