Show goes on for bets and their celebrity endorsers

MANILA, Philippines - One side has Richard “Sir Chief” Yap, Coco Martin, Sarah Geronimo, Julia Montes, Dingdong Dantes, Susan Roces, Noel Cabangon Aiza Seguerra and Kris Aquino.

The other side has Sam Pinto, Tirso Cruz III, Lorna Tolentino, Bayani Agbayani, Marissa Sanchez, Andrea del Rosario, Sexbomb dancers, Wally Bayola and Jose Manalo.

No, this is not about the network war wherein viewers who want to escape harsh realities are lured with pretty faces and happy endings. The lists enumerate celebrities who endorse candidates or appeared in sorties of rival coalitions Team Pnoy and United Nationalist Alliance (UNA).

In a country where the line separating politics and showbiz has practically disappeared, campaign sorties have a lot in common with network wars – both are competitive, both feature pretty faces and yes, both promise happy endings.

And despite calls to focus on issues and platforms, politicians in the Philippines use “razzle-dazzle” to lure voters during sorties, experts said. This explains why politicians and their backers are ready to belt that cheesy ballad or gyrate to the tune of Psy’s “Gentleman.”

Star complex

“Politicians are presented to the people in the Philippines [with a] celebrity-like in status. Unlike abroad, we have a star complex that makes the public clamor for whoever is famous,” said Marc Eric Reyes, a psychology professor at the University of Santo Tomas.

“And that’s what they give us. It’s simple consumerism,” he added.

Ramon Casiple, executive director of the Institute for Political and Electoral Reform, said candidates ride on the image being projected by their celebrity endorsers.

“A candidate will try to associate himself with a controversial celebrity so he can also become controversial. It may create a bad impression. But for example, the person is known as helpful and sincere, this can also affect the candidate’s image,” he said.

But the use of celebrities is not limited to image-building. It can also energize and sustain crowds so they can digest or perhaps endure the politicians' speeches.

Such was the role of Gary Lim, a comedian who appeared on various television shows and an endorser of UNA.

Crowd drawer

Lim did stand-up comedy to entertain the crowd while they await the arrival of UNA senatorial bets in the rally venue, usually a town plaza or a gymnasium.

“I’m here to condition their minds that this is a rally,” he said.

While some think that entertainment numbers distract the public from the real issues, Lim believes they reflect a political stance.

“Whenever I get onstage, I don’t make it look like show business anymore,” he said.

“If people recognize me, well and good, but I am there to convince them that my candidates are good to serve the Philippines.”

‘It’s not about the money’

Actor Richard Yap, a supporter of a Team Pnoy senatorial bet, thinks endorsement is not always about money.

“Sometimes we need to look much further than that, if we want this country to be a great country,” he said in a recent press briefing.

"It's a voluntary thing. I don't endorse anyone unless I believe in them."

Comedienne Myrna Villanueva, better known as Tiya Pusit, said it’s their job to showcase their talents to support the candidates they believe in. She endorses UNA and served as the emcee of many of its rallies.

“The important thing is you need to be sincere somewhat to the people,” she said. “If you don’t, no one would give you any respect when you get offstage.”

Tiya Pusit said the payment she had received for her services to UNA was meager if she were to consider the exhaustion she felt during sorties.

“If what you do is your passion, you would strive to finish all of these,” she said.

Debt of gratitude

Some politicians cannot afford to hire celebrity endorsers but this does not mean that their rallies will be devoid of entertainment numbers.

Jelaine Canja had just finished her third year in Olivares College when she was approached by a politician running for mayor.

The politician needed dancers for his sorties and Canja happened to be part of her school’s dance group.

Canja and her friends became fixtures of the politician’s rallies, entertaining the voters with their dance moves. They received P300 per night, already a substantial amount for students trying to cope with daily expenses.

“It’s for the people’s entertainment. It’s our job to attract more voters while the candidates are preparing to deliver their speeches,” she said.

Aside from the monetary reward, debt of gratitude prodded Canja to help the candidate. A few years ago, the same politician helped her gain a scholarship even if she was not yet a registered voter.

“I can really see that he has helped a lot of people,” Canja said.

She wishes her endorsements would help her land a decent job someday, something that politicians should do after all.

Here to stay?

Casiple said celebrities do not influence the public’s views towards candidates all the time. He said voters are more critical now towards sweet talking politicians seeking their precious vote.

Casiple, however, admitted that it might take time before the showbiz culture in the campaigns to take a backseat.

“If we measure maturity in terms of assessing platforms or programs of candidates, we still have a long way to go,” he said.

Lim said the tried and tested entertainment numbers would remain but believes the people are more interested on the candidates.

“For the past five rallies, we did not have big names and yet the people still came. They came for the candidates,” he said. “Some senatorial candidates transform into celebrities. They become the main attraction. You can see how the people welcome them.”

If these words of Tiya Pusit are true, then the show will go on. “You know, politics and show business are almost one and the same.”