Ads do not win political campaigns

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In 2004, I was part of an effort where political advertisements played a vital role in the senatorial campaign of then candidate Mar Roxas. That campaign heavily relied on surveys, focus group discussions, and frequency maps that combined air and ground wars. It also relied heavily on organization. Many questions have been asked about that campaign. Many stories remained untold, more particularly the behind-the-scenes ones and backroom maneuverings. But I guess that would be told in fondness when campaigners try to recollect the shared experience we’ve had in making our then candidate be number one.

The formula adopted was a right mix of ground and air war. Air war was used to increase awareness of the candidate.  Conversion and endearment were functions of ground war.  Voters do not vote because of the ad.  The ad, jingle, and posters make the candidate Top-of-Mind on Election Day.  Hence, ad people should stop equating victory with ads. You may have the best ads any creative mind can develop, but without organization, no candidate can win a political battle.  That is true even in advanced democracies such as the United States.

When one asks what the standout feature in the 2004 campaigns was, one would readily say ‘ads’.  And because of that dangerous summation, candidates and their handlers decided that in 2007, political ads would make a winner. But after the dust has settled, we saw big spenders Butch Pichay, Chavit Singson, and Mike Defensor losing out, and the one-week airplay of Sonny Trillanes slugging it out against them.

We saw unprepared candidates moving like headless chickens not knowing what to do or even how to start their campaigns. They are held captive by some ad people.  These ‘creatives’ would come up with absurd storylines selling a concept as if it will readily fit a candidate, instead of trying to understand the candidate via a survey and putting together some creative strategies to bring the persona of that candidate – his or her image as defined by voters that is built through the years, including what people are looking for in a leader.

Some ad people would ridicule those involved in political campaigns and loosely label them as ‘political operatives’ and ‘political strategists’ – laughing at people who have figured out the mathematical formula to put together a win.  Math did it for George Bush against Al Gore.  Math is doing it for Barack Obama via pledged delegates.  But super delegates are all about organization and that is where Hillary might gain a foothold in the nomination.

More and more retired copywriters are invading the political scene, peddling the myth that ads will win a candidate.  This phenomenon is the reason why political campaigns are becoming more and more prohibitive.  Ad production and placement alone drive campaign budgets so high that some candidates forsake organization in lieu of the flash of political ads.  Some of these copywriters even make political decisions that they do not necessarily understand.

I do not want to pick a fight with copywriters, or even the ad men and women.  But political ads are different from commercial ads.  Political communication is different from a commercial spin.  Political marketing and traditional marketing may have some similarities but they are different from each other in big ways.  ‘Creatives’ have their role in political campaigns but they should know their limitations.  Political ads increase awareness but conversion is totally a function of organization.

I hope former and retired copywriters or ad people give due respect to those who work the line, since they bring in the people.  A candidate may be top-of-mind, but if he has no watchers, volunteers, and professional hires, a candidate’s votes may just be compromised.  A healthy, mutual respect is needed between ad people/‘creatives’ and political strategists, analysts, and operatives for a candidate to effectively communicate and convert.

Hubris has no place in political campaigns.

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