May 5, 2009
Independent Senator Francis ‘Kiko’ Pangilinan today warned political figures with television ads that they “may just be throwing away their money.”
“They should be reminded that in the 2007 elections. Of the top 12 biggest TV ad spenders, eight lost and two landed near the bottom. Television ads alone will not assure one’s victory. In fact, the wrong message on nationwide TV can lock in one’s defeat. It’s a double-edged sword. If the message is untruthful and spreads falsehoods, our people will be able to tell. Politicos shouldn’t take our people for fools by churning out TV ads that are deceitful and untrue; it will certainly backfire,” Pangilinan said.
Pangilinan who in 2007 ran an independent campaign on a platform of the need for political change spent less than a third for TV ads compared to the biggest spenders, yet landed in the top five. He also landed number one in vote rich areas such as Cebu, Iloilo, Negros and Pampanga despite the absence of nationwide machinery. He is the first incumbent senator to run as independent and win in the history of Philippine elections.
Pangilinan cautioned colleagues of their messages, saying that the electorate nowadays is more savvy and discerning. “Baka nagtatapon lang sila ng salapi at inuudyok lang silang gumastos ng malaki ng mga sumisipsip at kumikita sa gastos nila. Our people can tell the difference between garbage and genuine messages. If the results of the last election are any indication, it reveals that voters know when garbage is being thrown their way and will respond accordingly.”
“There is deep seated resentment amongst our people who have been repeatedly betrayed by selfish and incapable public sector leaders all these years. An electoral revolt is in the offing, and it must be led by candidates who have genuine desire for change, and the track record to prove it.”