Both Chavismo and opposition are already following the trend of prior campaigns by using polarization and their own symbology to present themselves. But, this being a legislative election and all, sooner or later many people would like to actually know the names and faces of who they’re going to vote for.

So, this new edition of ADWARS will focus on individual candidates… more or less.

The PSUV-GPP coalition is introducing their line-up of contenders with a clear idea. “We’re Chavez’s chosen ones” (Somos los de Chavez). They’re not about to abandon the figure of the late Comandante Presidente, even though he’s been, um, gone, for over two years now. Not sure what the Spanish translation of “beating a dead horse” is, but it seems to be the main point in these ads, which include lots of info-graphics.

Basically, these ads have a double task: To introduce the candidates to voters, and to continue the already established themes of their campaign. At least Chavismo is keeping some consistency to their messaging and because of that, these year’s ads are not quite as infuriating to watch as previous ones.

The again, all the best petro-funded production values in the world can’t make up for the evident lack of enthusiasm the Chavismo campaign projects. And to prove my point, there’s this individual commercial of current Anzoategui MP Earle Herrera, up for reelection.

People walking together towards the camera! Excitement! Yaaaay! Perhaps a better soundtrack would help…

Meanwhile, some opposition candidates have also started running their own personal ads, and styles couldn’t be more disparate across the board. Take these rather unfortunate spots from Economist Jose Guerra, who’s running in Caracas 4th circuit (which includes the very populous areas of El Valle, Coche and Santa Rosalia):

Now check out what MUD candidate Miguel Pizarro, running in Petare, is offering: a polished yet really direct effort (And you can learn more of his campaign by reading Lizzete Gonzalez’s excellent inside account).

Obviously both candidates have the same goal, but using different styles to achieve it: Guerra’s spots are more traditional, appealing to a “popular” audience. Pizarro’s commercial is more subtle and yet more straight-forward. However, both share the optimistic tone that the MUD is using in its campaign.

Finally, we have one from my home State: Incumbent MP Eduardo Gomez Sigala is running as an independent after the MUD left him out of the negotiations. Thanks to that, Lara’s 3rd circuit has turned into a three-way race. In his ad, he offers a “100% Larense proposal” to confront both the government’s mishandling of issues and what he considers a “lenient actitude” from the established opposition.

First up, I get it. Whoever produced this clearly likes the opening credits of “Catch Me If You Can” a lot. And I admit, the illustrations look nice but I’m not sure if they really get the job done.

I would like to explain more about Gómez Sigala’s candidacy, but I’d be spoiling the surprise. Don’t fret. In the next few days, Caracas Chronicles will go deep inside this special race. Stay tuned.

And let us know what you think about the Adwars so far in the comments below.

11 COMMENTS

  1. Adwars so far: awesome. Maybe keep updating the video roulette at the home screen, I laughed like a maniac with the spoof of Maduro’s strategizing session… Sometimes, I just want to see the latest videos without reading the analysis, sometimes I want to go in-depth so I read these articles.

  2. Oh my God. Those José Guerra ads are among the worst I’ve ever seen. They couldn’t be more awkward if they tried. They are so obviously rehearsed (badly rehearsed, in fact) and in the second one, their voices are difficult to understand due to the people talking around them.

    Those chavista ads have nice production values (much better than the oppo ones, in fact), but the random facts that appear along are distracting and difficult to understand, and don’t carry well the message. Plus, they are using Maduro’s voice, which means they are not relying only on Chávez and avoiding ties to Maduro, which speaks volumes to the confidence and commitment they still have. Also, they are promoting List Vote candidates (in my Carabobo, the main autopista has been covered in ads for Saúl Ortega, a candidate to the list vote) which might be a bad idea since their names don’t appear on the ballot and voters may end up being confused.

    Regarding Gómez Sigala, I think the ad is a bit effective, but his chances are slim if he doesn’t carry a really strong campaign, because the MUD certainly will, and in the end, people’s anger towards the government in that deep-blue circuit will mean “entubado” votes which may very well doom him.

  3. Imagine the poor bastards who actually have to invent these adds… They just don’t have a lot to work with. The message of “Have faith.” and “Stay the course.” is a really hard sell, given the obvious state of the country.

  4. Sadly, all these pathetic ads reflect the embarrassing intellectual and educational level Millions of voters. They are rather carefully prepared for a certain, large audience. Actually they are high class for many. What else can you say..

    On the bright side, remember Guerra’s beyond absurd and socialist economic micro&macro plans presented by Capriles? And that’s the most popular and revered “profesor de economia”.. Then again, Giordanni and other available chavista-light luminaries can help on the subject.

  5. Ok, ok, folks, try to cut’em some slack, after all, what can you do when the candidate you have to make the ad for has for message “Let’s go to the DELICIOUS LINES! :D”?

  6. With regards to the chavista ads I am very puzzled that they used Maduro’s voice in the end of the video. They should have used Chavez’s instead. Yes I know he is dead but I am sure there is plenty of stuff there for them to pick. A logical approach would have been to distance the candidates as much as possible from Maduro.

  7. The story does not tell us anything about where these ads are appearing and whether each side has the opportunity to reach the great majority of voters with its election materials.

  8. From the chavista side, they improved a lot with the “Pa’ la Asamblea Como Sea” video (https://www.youtube.com/watch?v=T9orfaJRJIk). Basically, they drew upon what has worked for them in the past: a catchy salsa + tambores tune plus heroic lyrics. By the way, is it just me, or Rodbexa (!) looks like a rejuvenated-pre ‘dark side of the force’ Iris Varela?

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