Press Release
January 9, 2010

Villar: 'Pro-poor' ads level the playing field

Sen. Manny Villar yesterday said he is making use of catchy and creative advertisements to level the political playing field and at least get the same amount of airtime exposure other presidential bets are enjoying.

"Ito lamang ang paraan ko to level the playing field. Hindi ako anak ng dating presidente, hindi ako pinanganak ng mayaman, at wala akong sikat na apelyido ng pamilya na dinadala," Villar said during the GMA-sponsored presidential forum held at the De La Salle Zobel School in Alabang, Muntinlupa.

"Hindi ako artista at wala rin akong kapatid o asawa o kamag-anak na artista na maaring tumulong sa akin to widen my exposure sa publiko. Ito lang ang paraan ko para naman makahabol sa exposure na nakukuha ng aking mga kalaban sa pagka-presidente."

The forum was hosted by GMA-7's Mike Enriquez and was aired live via DzBB.

Villar said elections in the past tend to favor the popular rather than the competent, which he said should not be the case.

"Maraming dekada na na binase natin sa popularidad at emosyon ang eleksyon, o ang pagboto ng kandidato lalo na sa pagka-presidente. It's now time for us to realize na hindi popularidad at emosyon lamang ang dapat nating gamitin sa pagpili ng mamumuno sa atin," Villar said.

He said his advertisements are his way of introducing himself as the most qualified presidential candidate among the aspirants and also a medium of imparting his message to the people.

"Napaka-importante na ang ating magiging lider ay may malinaw na platform at higit sa lahat ay may track record na magpapatunay na kaya nyang panindigan at isakatuparan ng totoo at epektibo ang mga platforms na ito," he said.

The senator said one of the reasons his advocacy advertisements are popular is because of the pro-poor messages that are instilled in each of them.

He believes that many Filipinos, especially the poor, identify with the theme of his advertisements and support his advocacies as portrayed in each of the ads.

Villar's TV and radio advertisements are among the most popular aired at present. The Akala Mo ad series as well as the recent "Naging Mahirap" TVC, which features poor children singing about the senator, have been the subject of recognition within advertising and marketing circles.

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