Nancy Binay’s ‘dark Christmas’ ad

Sen. Nancy Binay, one of the six members of the Senate seeking reelection in May 2019, is starting early. She first ran a TV ad last Nov. 18 about hope in a dark Christmas. Obviously, it was also a pitch for votes.

Exploiting the memes and snarky comments in social media about her dark complexion, Senator Nancy has her ad message conveyed in black visuals. Text is on black backdrop and she cannot be seen, only her voice is heard: “Ako po si Nancy Binay. Di mo man ako makita sa dilim…”

Self-deprecating

A symbolic and literal depiction of her person as she is being presented in media platforms. Actually Nancy does not look so dark as to be virtually invisible. She may need less camouflage makeup though in a game of hide and seek in a dimly lit theater. Typical politician’s self-deprecating response to how he or she is seen and caricatured in public.

The somber and sad message though is just the preface to the punch line. Despite the lack (“kapos man”) of material things, she said, there is hope, love, understanding and forgiveness. Cliché-sounding and archaic, one could see the turn of the message early enough not to be a bit surprised. Like looking at a Hallmark card and knowing what it says inside by just looking at the first page.

A variation, yet…

If only it were a matter of buying or picking a card for its look and content. The Binay ad provides an interesting variation from the usual doses of detergent, medicine and noodle advertising on TV. But her message actually doesn’t offer any hope at all.

But could she or anyone else make a more cheerful season’s message on a 30-seconder spot? Not when her good news is only that in the dark night of Filipinos’ lives, there is capacity to hope, love, understand and forgive.

Strength in campaigning

What specifically has she, with the other senators who supported the Train Law -- which they concede helped bring about the inflation the country is suffering from -- is offering as solution? She could’ve put a bit of that in the ad. That would’ve been more helpful than the usual pitch of “Filipinos will survive” on a diet of hope, love, etcetera.

Maybe it would’ve been more honest if the ad was consistently grim but candid throughout. It could’ve ended with, “Ito po si Nancy Binay. Madilim ang ating Pasko at seguro pati ang bagong taon. Iboto po ako ulit sa Senado. At least, hindi ako plastic. Dark lang. And black is beautiful.”

Remember what she repeatedly said about her strength in campaigning? “My beauty.”