Voters must memorise the names of up to 18 candidates for various positions in national and local government, write them down on a piece of blank ballot paper, and submit their vote by hand.
This means that candidates with the best-known names, not necessarily the best policies, tend to get elected.
Observers say there has been no real debate on the big issues facing the island nation, such as education, improving living standards or terrorism. Rather, it is an all-singing, all-dancing, personality contest to determine who can be trusted to deliver on their promises, whatever they may be.
For these reasons, every conceivable media platform in the Philippines, from television to stickers on jeepneys, has been populated with the faces and slogans of would-be statesmen since February.
The elections happen every four years, and the power and influence of the Philippines’ most important families, clans and regions is the hands of the 37 million Filipinos (84 per cent of the eligible population) expected to vote. Some, like Benigno III ‘Nonoy’ Aquino, are relatives of former leaders, as well as connected to celebrities (TV personality Kris Aquino), so have a head start in the memorability stakes. World super-featherweight champion Manny Pacquiao has the advantage of being a national hero.
“It’s getting harder for politicians to distinguish themselves,” says David Guerrero, chairman and chief creative officer of BBDO Guerrero Ortega. “There are politicians who were with the opposition who are now with the Government, and vice-versa, which causes confusion. Most have been building personal brands for generations. Some are new and have had a matter of months to build theirs. All have become more sophisticated in their campaign planning and use of media.”
Some have hired advertising agencies — unofficially, however, as no agency wants to be known for its political leanings. TV is the medium of choice, contenders are restricted to 120 minutes and a budget of 90 million pesos (US$2 million) by law, although media agencies report that many candidates have exceeded that limit.
Besides traditional media, politicians wear distinctive colours and licence popular songs for use as campaign jingles. All have websites, although few have used banner ads or campaign blogs. “A missed opportunity?” wonders Guerrero.
Politicians are behaving like FMCGs, observes Francis Trillana, chairman of Lowe Philippines. “If anything, the elections have amplified the role of TV as a key medium in this age of brand activation.”
Most campaigns, he adds, have been put together in a hurry with low production values. But he’s an admirer of the TV ad for Senator Joker Arroyo. “Roughly translated, his slogan is, ‘if you are evil, I will get you’. He uses the language of younger, media-articulate voters.”
Another front-runner is Panfilo ‘Ping’ Lacson, who stands out for his ‘Hope’ slogan (health, order, peace and education) and for avoiding gimmicks and sticking to his legislative agenda.
Gimmicks or not, the winners will most likely be decided in the bars and coffee shops of Manila and Quezon City.
“Talking politics is a national pastime in the Philippines,” says Trillana. “Never underestimate the power of word-of-mouth.”
