What makes a winning political ad?

It’s the season for political ads once again, where candidates sell themselves  to Filipino voters like they are bottles of shampoo.

We see the same tried and tested formula: Popular Relatives. Slogans. And catchy jingles.

The past 4 national elections since Congress lifted the political ad ban in 2001 shows how political ads can make a senator.

The biggest success story so far is Mr Palengke  – a strategy that helped catapult a relatively unknown senatorial bet  – Mar Roxas – to the top spot on election day.

But relatives, slogans, and jingles are not enough to make a winning political ad like Mr Palengke.

There’s an entire science behind making TV viewers like the ad and vote for the candidate, making children dance to it, or making voters sing to it.

So far, none of the ads today have captured the voters the way Mr Palengke did in the 2004 senatorial elections.

Is it too early to tell? Or have voters’ tastes changed?

Carmela Fonbuena, Rappler MANILA – Rappler.com