...At any rate, Villar apparently listened to his new creative brain trust and, together, they came up with some very impressive commercials, based on some very bold claims, expressed in very memorable language.
To solidify Villar’s positioning as the "champion of the poor," they concocted the line, "Nanggaling sa hirap. Tumutulong sa mahihirap." (From the poor. Helping the poor.)
To portray him as the role model for the upward-striving masses, they attributed his rise "from poor boy to billionaire" to "Sipag at Tiyaga." Industriousness and diligence. Yes, indeed, what better formula for success?
And to really, truly, effectively, dramatically, and memorably drive home the point, they created the gems: "Nakaligo ka na ba sa dagat ng basura?" (Have you ever bathed in a sea of garbage?) and "Nakaranas na ba kayong...mamatayan ng kapatid dahil wala kang perang pampagamot, wala ka namang magawa?" (Have you experienced the death of a sibling because you had no money for medicine and you could do nothing about it?"
No soap opera writer could have spun greater tearjerkers.
And that was not all. Armed with such fantastic creatives, Villar decided to make sure that every man, woman, and child in every corner of the archipelago would have an opportunity to see these products of communications and creative brilliance.
Read the rest. Its a tidy little summary of the campaign so far.