6D is upon us. Technically, the last few days are meant to be an ad-free “reflection period”, but we all know the government will still use all its hegemony tools to circumvent that.
MUD’s final ads insist in the change angle, like the one you see above. But also acknowledge the recent State giveaway of goodies (which goes from tablets to taxis) and the huge pressure that comes with it.
But even if the MUD’s campaign was probably the best they pulled off in a very long time, it still feels like they didn’t get it quite right. Blaming the hegemony is an easy, if valid excuse. But I think they wasted the potential of some good ads like the “kids playing cola” and relying instead more in full, unadultered shiny-happy optimism.
Which takes me to the MUD’s centerpiece of its campaign:
Last week, this ad was broadcasted in prime-time by the largest private networks. It uses the song “Mi Querencia”, one of the most well-known works of the late Simon Diaz, our recently departed musical national treasure.
I know I’m not the target audience and please don’t crucify me, but I gotta be honest. I don’t think this ad works. Worse, I think it’s counter-productive. Optimism for optimism’s sake is not enough.
Maybe its goal was to be subversive (Raul thinks so). But for me, it seems lazy and phony.
It’s pretty obvious that the opposition has somehow tried to replicate the famous “La alegria ya viene” and the NO campaign of Chile’s 1988 referendum. You know, the one later told in an Oscar-nominated film.
But let’s get realistic: That was in another time, in another country, in another context and even in a totally different campaign format. What worked there back then not necessarily work here today.
If you disagree with me, it’s fine. I admit that I could be wrong. But this is what I really think: the ad says nothing. It’s just like candy: it fills you and makes you feels good. But can give you a tummy ache.
And speaking of nothingness, here’s the latest of Chavismo’s ads. Not holding my breath for those.
Thing is, analyzing Chavismo’s overall campaign is kinda useless. Why? Because that wasn’t their real campaign at all.
The real PSUV-GPP campaign was the shameless giveaway of goodies, the non-stop intimidation, the unsurprising use of violence and specially, their secret weapon: a little thing I like to call MIN-UNIDAD. Ads like these are just filler in order to keep to formalities.
At least, they showed a little honesty in the last few days. And it probably worked, because the MUD was forced to respond. But in the end it wasn’t about content, but volume: the State Media showing these crappy ads at all times with the private channels also doing their bidding, even giving them a last-minute infomercial.
So, how the final result: MUD wins for content, PSUV-GPP wins in presence. I call it a draw. Which actually means Chavismo won. But not because of their creative effort, but more of their obstructive one.
For now, I can only say: If you’re in Venezuela (and you’re Venezuelan), go and vote next Sunday. Whatever happens, I agree with Quico: Shit’s just about to get interesting. Me? I’m really curious…
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