TU launches new ad, projects positive message

Team Unity launched over the weekend its campaign advertisement, which officials said is aimed at projecting a positive message on the country’s future with the election of pro-administration senatorial candidates.

Directed by Lupita Kashiwahara, the 30-second campaign ad opens with the rock band Queen’s catchy "We Will Rock You" song.

"The TV ad’s message, which appeals to young and senior audiences alike, is simple: Team Unity rocks because it wants what we want – a progressive nation and a stable means of livelihood for our families," Team Unity deputy campaign manager and Eastern Samar Gov. Ben Evardone said.

As the opening beats of "We Will Rock You" roll, the ad shows each of the candidates in alphabetical order – Edgardo Angara, Joker Arroyo, Tessie Aquino-Oreta, Michael Defensor, Jamalul Kiram, Vicente Magsaysay, Cesar Montano, Prospero Pichay, Ralph Recto, Luis "Chavit" Singson, Vicente Sotto III and Juan Miguel Zubiri.

The ad follows up with the message: "Tulad ninyo, simple lang ang kanilang gusto – maunlad na bayan, matatag na kabuhayan (Just like you, what they want is simple – a progressive country, a steady economy)."

Then it continues: "Tuloy-tuloy ang progreso, kabalikat ng bawat Pilipino. Team Unity. Simple lang pero rock."

Kashiwahara said initial surveys done by TU showed that it was not only well-received among young audiences, but also by more mature voters, who liked TU’s positive approach. "The ad has good recall and it makes you want to see it over and over again," she said.

"What’s good about Team Unity’s Rock ad is that hindi ka magsasawa (you won’t get tired of it). The first time you see it, you would like it. The next time, you pay more attention to the names of the Team Unity candidates, and as you see it more often, you get to memorize even the entire ad because its message is so simple."

The ad, which was filmed at Villa Escudero in Quezon province, also aims to get across the subliminal message of unity, Kashiwahara said.

The portion showing Team Unity candidates raising their hands together while standing on water (a deliberate attempt to generate additional interest in the ad) signifies a unified administration ticket that would work together in Congress. – Paolo Romero