Alan Cayetano’s first ad for the 2016 presidential elections?

alan cayetano lani cayetano
Senator Alan Peter Cayetano and Taguig City Mayor Lani Cayetano (Credits:

Voter registration for the 2016 national and local elections may have just began early this month, but the jockeying for votes is already underway. Take a look at Senator Alan Peter Cayetano.

Cayetano won his second term last year, getting the third highest number of votes in that election cycle. He’s not been shy about his plans to run for president for 2016. A member of the Nacionalista Party, he is married to Taguig City Mayor Laarni “Lani” Lopez-Cayetano.

In recent days, the local government of Taguig City has been running television advertisements extolling the city as an ideal place for investors. Watch it below:

The 30-second spot begins with Senator Cayetano proclaiming “Sa Taguig, bawal ang corrupt kaya bigay todo ang biyaya. Masaya ang bawat pamilya!”

Then, the next part highlights the city’s public education system, specifically the scholarship program for deserving students as well as job assistance program for graduates.

Then, an elderly woman gleefully notes that free medicines from the government are delivered to her home, to which someone reacts and says “Pwede pala!” (It’s possible!)

alan cayetano lani cayetano
Senator Alan Peter Cayetano and Taguig City Mayor Lani Cayetano (Credits:

Another woman then notes that the city’s low tax rates for small businesses is enabling her to earn more. Senator Cayetano closes the ad by repeating his opening spiel. It’s only then that the words “Invest in Taguig” appears.

In reality, the ad should have been titled “Invest in Alan Cayetano.” His wife, the city’s mayor, only appears during the 0:08 mark of the ad. She can be seen handling diplomas to students, but did not have a speaking part during the 30-second spot. This will naturally strengthen perceptions that Senator Cayetano is really the one running the show in Taguig City.

Borrowing a page from Binay’s playbook?

Second, this ad is essentially a rip-off of the “Ganito Kami sa Makati” series of TV ads that aired back in 2009. The ads, which prominently features then-Mayor Jejomar Binay, uses the catchphrase “Ganito kami sa Makati, ganito sana sa buong bayan.” Watch it below:

Of course, Binay frequently cited his experience in stewarding Makati City, a former municipality and now the country’s financial capital, during his successful run for Vice President.

Cayetano is apparently exploring if a similar story line will work for him even though he in reality has little experience in local governance. He was a municipal councilor from 1995 to 1998 before representing Taguig-Pateros in the House of Representatives from 1998 to 2007.

You see, Cayetano may dislike Binay for claiming Bonifacio Global City, but he’s definitely imitating his campaign style.

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About Mark Madrona 1191 Articles
Mark Madrona is a prize-winning blogger, online journalist, and educator from the Philippines. Previously a book editor, he is now teaching communication subjects for two public universities in Manila. His blog The Filipino Scribe won 3rd place in a blog competition organized by the Affiliated Network for Social Accountability in East Asia and the Pacific (ANSA-EAP). In 2015, it was one of the finalists in the 2015 Lasallian Scholarum Awards for Best Online Feature Article in Youth and Education. He also won the Best Blog Award during the 2011 Population and Development Media Awards, the youngest recipient of that recognition. Know more about him here:

3 Comments on Alan Cayetano’s first ad for the 2016 presidential elections?

  1. walang kwenta sa taguig kahit san tigil ang mga jeeps sa main streets nila, mas disiplinado sa makati…grabe ang traffic sa taguig, walang pakialam mga traffic enforcers nila kasehodang gawing terminal ang mga kalye, hindi rin sila marunong gumamit ng footbridge, kahit saan lang tumatawid mga tao…hindi rin sila nakikinig if you make reports via social media unlike makati, they act & they respond

  2. corrupt ang mga pulis at traffic enforcers ng taguig, tumatanggap ng payola sa mga jeep kaya hindi hinuhuli ultimo gawing terminal ang main roads nila

  3. Thanks for the sensible critique. Me and my neighbor were just preparing to do a little research on this. We got a grab a book from our local library but I think I learned more clear from this post. I am very glad to see such wonderful info being shared freely out there.

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