The below review is brief, not intended for scientific research and does not take into consideration what has been said on platforms, which apparently have a morality of its own.
When this campaign was pitched at the agency late one evening (its always late one evening) I am sure hearing “I MUST Believe” resonated with all present, after all we as humans are engineered to believe in something greater than oneself. I wonder though, did anyone stop and ask, “believe in what?” I am not sure what the PNM is asking us to believe. Believe that the are better than the PP, believe that Keith Rowley is a nice guy? (he is), believe that voting for them would make our lives better? (its dubious) Whatever it is, we need some clarification. Thank You.
The Radio ads however, with Shadow in particular were really memorable, first time I heard it, I was not sure it was an ad until the end and until I heard it again and heard how many crap lyrics are thrown is to make the old song work for the campaign. Great ad though.
The Partnership has the most grounded and consistent campaign I have seen thus far, despite the rantings of the PM on Facebook the other night. I have two problems with the PP campaign however. One, sometimes its seems they are not sure if its a local government election or if its a general election. This tells me they see this election they way the pundits see it, as a referendum on their tenureship and so they are at pains to justify their position. The other is their radio campaign which I feel was rather weak compared to the PNM’s.
For some reason the COP felt the need to advertise independently of the Partnership. Maybe there is a feeling of inadequacy and a need to overcompensate. I heard the radio ads and I was not sure if I was hearing correctly “TOTAL LOCAL” is this an ad for locally made t-shirts. Are they insinuating that the other candidates are not “Local”? Are they reminding themselves that this is the local Government elections? I am bewildered by this as a campaign strategy. We already know its the Local Government Elections. Your strategy should have been, WE RE NOT THE UNC!
PS The COP is NOT proven.
The ILP’s campaign in all media is the most noisy. Where they lack facts, history, brand integrity or proper positioning, they make up for it with alot of drama. “STOMP” anyone. I hope you got paid Chromatics. 10 Points for the catchiest jingle of the entire elections. Also the Green Lantern effects for the TV spot really thrilled me. Remided me of when Mr. Warner and Mr. Panday departed the
exploding plane in slow motion on their way to South Africa.
The only party that maybe makes the most sense also unfortunately has the least dollars. I have seen no press, heard no radio, TV (fuhgedaboudit). I did get a flyer in my mail box. They claim to be the solution. My question would be, What exactly do YOU see as the problem.