Mar Roxas’ campaign line is perfect. It’s meaningful. It resonates. It’s timely.

But only if Noynoy Aquino says it.

In his Aug. 24 column, Conrad de Quiros said that a Roxas-Aquino ticket for president and vice president is like putting the cart before the horse.

I say Mar’s TV and radio commercials are like putting the publicity campaign before the candidate. Mar’s campaign as it stands—well, as it stands for him—is a PR disaster. It’s contrived, gimmicky and empty. The image of him on a pedicab is questionable if not downright incredible. The tagline that he delivers at the end is pure air.

It’s pilit, and the people know it. Hence, the survey results.

But there’s one way to save his PR campaign without scrapping it altogether.

Use it for Noynoy.

From an advertising perspective this makes sense. All the resources that have been so far put into the campaign do not go to waste. You get to keep and maximize the campaign with one simple move: replace the candidate. If only Mar agrees to make way for Noynoy and slide to the vice presidency, his investment will really pay off.

Also, the people clamor for Noynoy.

If it were up to me, Mar’s TV commercial should go like this. Imagine:

We open with a montage of People Power I. Nuns standing up to tanks. Cory rising to the presidency. Then superimpose: 23 years ago, the Filipino people called for moral leadership. She heeded the call.

Cut to a montage of political scandals. Hello Garci, ZTE deal, New York dinners, the National Artists selection. Transition to the thousands who joined Tita Cory’s funeral procession. Then superimpose: Now, the people again sound the call for moral leadership. Who will heed?

Then reveal Noynoy, yellow-clad in a plain white background, saying:

Ramdam ko kayo. Wag kayong matakot.

Mar joins him. Then with thumbs and forefingers flashing an “L,” they say:

“Lalaban tayo.”

—MARLON D. BORREO,
Block 179, Lot 2, Phase 5,
Santo Niño, Meycauayan, Bulacan