#ADWARS: Fear vs. Hope

As the campaign winds down, PSUV is using its ads to try to scare the hell out of voters, while MUD leans on its greatest ally: the long cola.


As the campaign hits its last few days, Chavismo is relying heavily on negative ads. I guess it was just a matter of time. They tried some positive ones earlier, but it was obvious they weren’t working.

It seems they had a moment of clarity: “Why are we wasting resources pushing Cilia Flores and Ernesto Villegas, when we can scare people that the opposition will take their pensions away, will end the missions and destroy everything if they win?”

Yet, watching these ads, you can sense the lack of conviction in this new strategy. The tone is lighter. They even dare to use the “it was all just a bad dream” cliche in one of them. The acting is terrible and the production values feel cheap. They want to be negative without looking like it.

Maybe they’re holding back for now and will unleash the worst in the next few days. Or maybe this is the best they have to offer. Who knows? One more thing: To the producers of the last ad, if your best casting choice for a villain is a Pablo Iglesias-look alike, you have failed. You had one job!

Meanwhile, the opposition is narrowing its message. For example, this ad used the nightmarish scenario of finding you car stripped out of tires and battery, using it as a metaphor of the country and the pledge to rebuild.

But the biggest issue that the MUD’s campaign is hanging into is definitely the lines.


Either to establish concern for our future generations or as a rallying cry to people to stand up and vote, MUD has turned long queues into a theme of their campaign. And yes, it’s working.

But not all of their 30-second spots are like that. Some are some simplistic and harmless like this one.

I don’t hate it. But I don’t love love it either. It could have been way worse. Like this one.

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  1. I didn’t mind any of the Unidad ads. But I was little surprised by the low creativity of what may be pro-bono ad efforts for such an important turning point. Maybe.

  2. I would have turned the Chavista’s ads into what really is happening. After someone wakes up thinking it was a nightmare that the pensions were reduced. Someone tells them that is not a nightmare the government stole all the money with a line like “is not a nightmare is the reality, help us wake up from the real nightmare…”

    Or the woman that thought that paying at the CDI was a nightmare. How about someone tells her “But mijita is not a nightmare the CDI only has Paracetamol you have to pay for everything else”

    The woman that wanted a free laptop and thought paying for it was a nightmare. How about the guy tells her “No Miss, we only have laptop to high level party officials”

    • What’s so funny about the one with the laptop is, that the woman looks and sounds like a sifrina from miles away, specially with that “I had this aaawwwwffuull nightmare last night!”

      During the whole ad I couldn’t stop thinking that the nightmare was that now they have to pay for something as a computer, like every mortal did.

      “¡Con mi vagancia, chanchullo, guiso y flojera NO TE METAS! ¡Vota por shhhiiaaabbbbe!”

    • Yes it really looks as if the best thing people can possibly await from their government is to give them things for free. Doesn´t matter how they manage the economy or create jobs.

  3. I can tell without watching the chaburro ads that they’re the same cliché as that one on the “remierda” of infinite re-elections, where an old lady arrives at a clinic and promptly has a heart stroke in front of the receptionist who only babbles “cash or card?”

    And seriously, criticizing the MUD now for using the lines as the “bad stuff to dissappear”? What could be more “bread and butter” and “more pueblo” than the damn lines, people?

    Geez, “no se les consigue orilla” to you, guys.

  4. The MUD ads are somewhat laughable, low class, and rather dumb. The Chavista ads are not even funny, designed for a zombie population that’s not exactly Nasa material, what else can you say.. oh, and the acting is amazing, superb. Al Pacino or Ingrid Bergman would have been be proud to participate in any of them.

  5. Call me crazy here but I find the ad with the kid playing “la cola” with his toys very poignant. It was a punch to the stomach, at least to me. A child finds the queues as something normal. He is raised with this form of “social equality” as a way of living. It is frightening, to say the very least.

    • The ad has so many subplots it’s brilliant. Kid plays “la cola” + finds it normal + he is being raised in socialism + thinks socialism is normal + finds himself subject to all kinds of controls and thinks it’s the normal way of life + kid thinks no freedom is normal… I don’t know if it could help to wake a lot of people up or is it my wishful thinking. I would play this ad endlessly whenever and wherever I could.


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