Billions Spent on Political Ads: Senators Imee Marcos and Camille Villar Preparing for the 2025 Elections

Wazzup Pilipinas!?

Although the official campaign period for the 2025 elections has not yet started, a startling revelation has surfaced regarding the spending of some candidates. According to a report by the Philippine Center for Investigative Journalism (PCIJ), two senatorial candidates have already spent over P1 billion on advertisement spots on television and radio, a move that has sparked discussions about how these expenditures may reinforce political dynasties and the influence of media in the upcoming elections.

Millions Already Allocated for Political Ads

Based on data obtained by PCIJ from Nielsen Ad Intel, it is estimated that reelectionist Senator Imee Marcos and Las Piñas Representative Camille Villar have already spent over a billion pesos on their political ads, even before they filed their candidacies.

This was highlighted in a report which noted that this expenditure accounts for half of the total P4.1 billion spent by all candidates on political ads from January to September, before the filing of their Certificate of Candidacy (COC).

According to PCIJ, this estimate is based on the rate cards released by media companies, but it does not include the costs of producing these advertisements. This means the total expenditure for candidates could be much higher, especially as they seek to extend their reach and exposure to the public.

The Impact of Massive Spending on Campaigns

It is important to highlight the significance of such spending because it impacts the upcoming elections in a big way. One of the main issues that has emerged from this spending is the unequal access candidates have to funds and media, which may give an unfair advantage to wealthier politicians.

Looking at the overall spending, questions have arisen about how smaller candidates, who do not have large budgets for advertisements, will be able to compete with the likes of Marcos and Villar. The presence of big names and substantial media budgets can potentially exert a great deal of influence on voters, which could result in inequality when it comes to addressing the real needs and platforms of candidates.

The Influence of Political Ads in the 2025 Elections

Political ad spending is not just about media and exposure. Candidates with large campaign budgets invest in ad campaigns to gain support for their candidacies. However, critics continue to ask how much media plays a role in campaigns and how this affects the quality of political discourse in the country.

As the costs of political ads have risen in recent years, the risk emerges that media exposure may become a dominant factor in campaigns, rather than focusing on the real issues and solutions proposed by candidates for the welfare of the people. According to some experts, the increasing expenditure on political advertisements highlights the growing gap between those who can afford to spend and those who cannot, reinforcing the cycle of political dynasties in the country.

Looking Ahead to the 2025 Election Campaign

Despite the high spending, it is still uncertain what the impact of this will be on the 2025 elections. Experts suggest that while large expenditures provide public visibility, they do not necessarily guarantee electoral success. Issues of transparency, credibility, and genuine concern for the people will remain important factors in voter decision-making.

Therefore, the issue of spending on political ads is one that not only draws attention to individual candidates but also to the system and practices in our elections. While politicians fight for their share of media attention and voter support, it also presents an opportunity for the public to ask: where is our politics headed?

For the citizens, it is crucial to ensure that the upcoming elections are not solely based on spending but on the true intentions and services that candidates offer for the benefit of the nation.

Understanding the Magic of Duterte’s 2016 Message: A Deep Dive into Political Strategy and Relevance

Wazzup Pilipinas!?

The 2016 Philippine Presidential election stands as a testament to how a well-timed message, relevant branding, and a genuine connection to the people can propel a candidate from relative obscurity to overwhelming victory. When Rodrigo Duterte clinched the presidency with a resounding 31 million votes against Leni Robredo’s 15 million, it wasn’t just about who had the most polished credentials or the most eloquent speeches—it was about understanding the pulse of the nation and providing a solution to its deepest anxieties. Here, we’ll explore how Duterte’s campaign team captured this elusive quality of relevance, a lesson that future candidates must learn if they wish to succeed.

The Right Message at the Right Time

One of the cardinal sins in politics is misreading the national mood, and that’s precisely what happened to Leni Robredo during the 2016 campaign. While Robredo’s message of change resonated with some, the prevailing sentiment among the majority of Filipinos was the desire for continuity. Under the leadership of President Benigno Aquino III, the country had seen economic growth, but it was also rife with issues that left people yearning for a dramatic shift—crime, drugs, corruption, and an ineffective response to them.

Duterte’s campaign, on the other hand, tapped into this widespread frustration and made his message clear: “Change is coming.” This wasn’t just a catchphrase. It was an unequivocal statement that resonated deeply with voters who felt that the status quo had failed them. Duterte didn’t just promise change; he embodied it in his tough persona and direct approach. By the end of the campaign, for every Leni vote, there were two for Duterte. His 31 million votes were a clear signal that the people wanted something different from what Aquino’s administration had offered, and Duterte’s “change” was precisely what they were looking for.

Brand Identity and Relevance: The Power of “Tapang at Malasakit”

A key element of Duterte’s success was his brand identity, which perfectly aligned with the national mood. Duterte was a tough-talking mayor from Davao City, known for his no-nonsense approach to law enforcement. His success in transforming Davao from a crime-ridden city into one of the safest in the world was central to his campaign. It wasn’t just about the facts; it was about the image and narrative his campaign built around him. His team effectively branded him as the “punisher,” a figure who was unafraid to take on drug lords, criminals, and corrupt public servants.

While Mar Roxas boasted his Ivy League credentials from Wharton, and Grace Poe relied on her eloquence, these qualities were irrelevant in the face of the nation’s deeper issues. The people didn’t want a “matalino” candidate. They needed someone who would act—someone who could clean up the streets, restore order, and put an end to the rampant crime and drugs plaguing the country. The electorate wasn’t looking for intelligence on paper; they wanted action. And Duterte, with his tough persona, delivered exactly that.

Courage and Compassion: Duterte’s “Tapang at Malasakit”

What set Duterte apart from other candidates wasn’t just his fierce determination to combat crime, but his deep sense of empathy. He wasn’t just a punisher; he was a protector, a man with malasakit (care) for his people. Duterte’s campaign showcased his tough but compassionate side. From his emotional moments, such as crying over the deaths of his parents or vowing to protect children with cancer, to his actions—such as driving a cab at night to ensure the safety of Dabawenyos—his personality resonated with ordinary Filipinos. These acts of kindness, paired with his no-nonsense rhetoric, portrayed him as a leader who cared about the people and had the courage to fight for them.

During his campaign, Duterte even addressed his perceived weaknesses head-on. When questioned about his academic achievements, he openly admitted that he wasn’t the best student, but promised that he would appoint the “best and brightest” to his cabinet. This move was a brilliant strategy to neutralize attacks on his intellectual capabilities, showcasing his authenticity and honesty—qualities that resonated strongly with voters.

The Power of Storytelling

Beyond the strategies and campaign promises, Duterte’s ability to tell compelling stories was crucial to his success. Storytelling is a powerful tool in politics because it allows people to make sense of complex issues in relatable ways. Duterte was a master storyteller. His speeches, often spontaneous and raw, were filled with vivid imagery that painted a clear picture of the challenges Filipinos faced. His tale of the struggles of OFWs, for example, struck a deep chord with the audience. He spoke of the pain and sacrifice of Filipina domestic workers and how their remittances were being targeted by drug pushers, turning innocent children into addicts.

This wasn’t just political rhetoric; it was real, it was raw, and it made people feel heard. As Duterte spoke, the room went silent, and it wasn’t just the elite in that Sofitel ballroom who felt the impact. The same message resonated with millions across the country—especially among the ten million Filipinos in the diaspora. Duterte’s ability to connect emotionally through storytelling was an integral part of his campaign’s success.

The Takeaway for Future Candidates

Duterte’s victory in 2016 offers valuable lessons for future political campaigns. First and foremost, it highlights the importance of being relevant—not just in terms of policies, but in understanding the national mood and providing a message that aligns with it. Candidates must ask themselves: Does the time call for continuity, or does it call for change? Are they addressing the issues that matter most to the people, or are they simply preaching a message that fails to resonate?

Second, a candidate’s brand identity and personal traits matter. In Duterte’s case, his toughness, his reputation for action, and his compassion all came together to form a brand that was both authentic and compelling. In the end, his message was clear: he was a man of action with a heart for the people, and that’s what Filipinos needed.

Lastly, storytelling remains a powerful tool in politics. A candidate’s ability to craft stories that resonate emotionally with voters can make all the difference. Duterte was able to capture the hearts and minds of Filipinos not just through policy, but through his narrative of a better, safer, and more just Philippines.

As we look ahead to future elections, it’s clear that relevance, authenticity, and emotional connection will continue to be the driving forces in successful campaigns. Candidates who fail to understand this may find themselves on a long and difficult road, as Leni Robredo did in 2016. But those who can tap into the nation’s pulse, understand its needs, and deliver a message that resonates, will find themselves in a much stronger position.

In politics, the message is everything. And in 2016, Duterte understood it better than anyone else. His legendary status, earned through his authentic message and connection to the people, remains a defining moment in Philippine political history. As we move forward, future candidates must remember: to win, your message must be relevant, authentic, and deeply connected to the hearts of the people.

Wilbert Lee’s Campaign: Finding Relevance and Authenticity in the Filipino Electorate

Wazzup Pilipinas!?

As the political landscape heats up for the upcoming Philippine Senate race, one candidate who has recently entered the spotlight is Wilbert Lee. Despite limited recognition, his candidacy has sparked conversations, especially following an incident during budget deliberations in Congress last year where he raised concerns about PhilHealth. This act of standing up for an issue sparked some initial attention, but is it enough to build his reputation and rally support for his senatorial bid?

To answer that, we must first understand what makes a candidate relevant and, most importantly, authentic. A candidate’s message needs to resonate with the concerns and interests of voters. If there’s no overlap, the message will fail to find an audience, and the candidate risks becoming irrelevant.

Who is Wilbert Lee?

As of now, many Filipinos are still unfamiliar with Wilbert Lee. His claim to fame in the political world is tied to his vocal criticism of PhilHealth during Congress’s budget deliberations. While he raised important issues about the state of the country’s health insurance system, his message about PhilHealth isn’t one that resonates with many voters. In fact, health concerns weren’t even among the top 10 issues for Filipinos, according to a Pulse Asia survey in June 2024. National concerns like inflation, low wages, poverty, unemployment, corruption, and hunger dominate the conversation, leaving PhilHealth far behind.

Thus, if Lee’s message is primarily focused on PhilHealth, there’s a significant gap between his advocacy and what the majority of Filipinos care about. This disconnect is a problem for any campaign, especially when voters’ concerns are not aligned with the candidate’s primary message. The crux of the issue is simple: there is no relevance.

Why the Polls Reflect a Struggle

Recent surveys have shown that Lee has a mere 20% awareness rate among voters, with less than 2% conversion into actual votes. This low level of support suggests that his message isn’t resonating with the electorate. It’s possible that this disconnect stems from a failure to communicate a message that is both authentic and, most importantly, relevant.

Lee’s background as a businessman could be the key to changing this narrative. While he isn’t a healthcare professional, he has significant experience in the business sector, which is an area of competence and credibility. Rather than focusing on health issues that are not central to voters' concerns, he could channel his message into something more aligned with the immediate needs of the Filipino people: economic growth through business.

The Shift Toward Business as a Solution

A key issue in the Philippines today is poverty, exacerbated by inflation, low wages, and a lack of job opportunities. In this context, Lee’s business expertise can be a powerful tool to craft a relevant and authentic message. Instead of pushing for healthcare reforms that may not appeal to voters, Lee could focus on what he knows best: negosyo (business).

A potential message could be:

“Ang tao gutom kapag walang trabaho, at siguradong wala trabaho kung walang negosyo na pinapasukan. Ang problema natin iisa lang naman: kahirapan. Ang sagot malinaw din: negosyo. Ako po ay isang negosyante, naiintindihan ko ang problema, at alam ko paano yan lutasin.”

This message speaks directly to the concerns of Filipinos, positioning business and entrepreneurship as the answer to the country’s economic struggles. By focusing on negosyo as a solution to poverty, Lee’s message aligns with the desires and needs of the electorate, ensuring that his candidacy becomes relevant and meaningful.

The Challenge of “Manoy” and Regionalism

Another aspect of Lee’s campaign that warrants attention is his choice of branding. He has added the term “Manoy” to his name, possibly as a nod to his Bicolano heritage. While it’s important to connect with one’s roots, this regional appeal could unintentionally alienate non-Bicolano voters. With only 4-6 million Bicolano voters in the Philippines and the presence of another Bicolano senator, Chiz Escudero, Lee’s regional appeal might not stand out as much as he hopes. Regionalism, in this case, may not serve to differentiate Lee from the rest of the field but rather create an unnecessary division in his voter base.

The Slogan "Vote Wisely"

Lee’s campaign slogan, “Vote Wisely,” seems to offer little substance. While it suggests that voters should make an informed choice, it does not explain why Lee is the wise choice. The slogan is vague, leaving potential supporters to wonder what exactly sets Lee apart from other candidates. In an election where every vote counts, a message that is easy to understand and remember is crucial. Without a clear, compelling explanation of why voters should choose him, Lee’s slogan risks falling flat.

The Road Ahead: Authenticity and Relevance

For Wilbert Lee’s campaign to truly gain momentum, he must pivot his message to something that is both authentic to him and relevant to voters. His expertise lies in business, and he should embrace this strength to address the pressing concerns of the Filipino electorate. Rather than focusing on issues like PhilHealth, Lee should champion negosyo as a way to create jobs, alleviate poverty, and foster economic growth.

An authentic and relevant message could look like this:

“Ang problema natin iisa lang: kahirapan. Ang sagot malinaw din: negosyo. Ako po ay isang negosyante, naiintindihan ko ang problema, at alam ko paano yan lutasin.”

With this approach, Lee can position himself as a credible and relatable candidate who understands the struggles of the Filipino people and offers real solutions. By tying his platform to the economic issues that are top of mind for voters, Lee can increase his chances of winning their support and ultimately securing a seat in the Senate.

As his campaign evolves, Wilbert Lee must remember that the foundation of any successful political run is authenticity, relevance, and a message that resonates with voters. By focusing on what he knows best—business—he can build a platform that speaks directly to the heart of the Filipino people’s concerns.