(Editor’s note: Noynoy’s all-star TV ad is the first of its kind and may kindle a campaign coup as noted by the author.)

Noynoy's first TV ad was previewed Tuesday on ABS-CBN lasting less than 60 seconds, long enough to deliver the right message. The endorsers were the leading stars in the TV and movie studios’ constellation. They were all seen running holding bamboo torches through a thicket of shrubs, underbrush, and small trees, as if looking for someone/something.

Towering demand

Noynoy is in the front row, smiling broadly in black shirt. It was an eloquent portrayal of our period’s towering demand: A new leader assisted by young men and women who are prepared to serve and suffer solely for the country.

This dark period was last seen in November, 1953 that led a “mechanic” to challenge and defeat an old politician first elected before 1920. Two years earlier a maverick politician and lawyer was overwhelmingly elected mayor of the nation’s capital.

Novel campaign

Magsaysay and Lacson initiated the first modern, if not novel, political campaign with ditties like: 1) “Lacson Mambo,” composer unknown, and 2) “Mambo Magsaysay,” probably composed by Raul Maglapus.

We see more hints of things to come: 1) A sad theme song with lines like “hindi ka nag-iisa,” and 2) a movie about Ninoy and Cory in the most telling presentation of the dirt and filth of RP politics.

People want sad stories

All these propaganda materials can move people to tears, longing to create a new day, a new era, and give the poor masses a new dream.

TV ads about “tiyaga at galing” don’t make people cry or feel sad about their condition that has remained unchanged in the 15 or 20 years after martial law ended.

Ban and defeat

Before the presidential election in November, 1965, Candidate Marcos was the subject of a political movie titled “Iginuhit ng Tadhana” with two top stars in the industry’s firmament.

Before the preview at Rizal Theater (Makati) there were talks that Marcos’ battlecry of “Alis dyan” had angered the censors and Palace advisers that indulged in teeth-gritting to defend their jobs more than the country and its taxpayers.

Bright lights

According to two café guests, in their early 70s, they were seated some five or six rows from the stage when the lights suddenly turned bright. On stage the man read an order that “Iginuhit...” was not approved by the censors, presumably with prior knowledge of the Palace boys and girls, and would not be shown “until further orders.”

There was no commotion and anger as the viewers noisily filed out, including Marcos and his family.

Like a coup

The timing was perfect for the ban was declared a few days before election.

More and more people joined in shouting “Alis dyan” loudly and with a murmur amounting to a curse. Macapagal became the third president to lose reelection, after Garcia in 1961 and Quirino in 1953.

More corn in ads

We expect more corn in TV ads from leading presidential contenders, now down to three or four of them. But sentimental corn is not trite or banal. Corny jokes/comments from Dolphy elevated him to legend and wealth.

Memories of things past, not the happy ones, turn people on and the sadder the better.

Arrogance

According to one ad, the contender’s line was something like this, that things would not be what they are now if he were given the chance to lead. This also connotes arrogance, like he could stop or divert the storms that could set back the economy.

Attack and hints

Noynoy has a silent cabal of boys and girls without frozen minds or impoverished character. Attacking or hinting at the opponents’ weakness now can be counter-productive and can place them in their right corner.

In their corner the glare can become more and more damaging even before the start of the national campaign on February 9.

Ads with help from top TV and movie stars are what people clearly understand, not hints at the opponents’ lack of experience or genius in one branch of knowledge. (Comments are welcome at roming@pefianco.com).