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  • 6 weeks ago
ICYMI: Isa umano sa mga nagpanalo kay dating pangulong Ramon Magsaysay ang campaign jingle na “Mambo Magsaysay.” Pero halos 30 taon mula nang ma-last song syndrome o LSS ang lahat sa kanta, bigla raw itong sumikat ulit sa EDSA?!


Ano nga ba ang papel ng campaign jingle sa People Power Revolution? Balikan ang buong kuwento sa FULL EPISODE ng Howie Severino Presents.

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Transcript
00:00So we're talking about the 1950s, so a lot of people don't remember or don't have any memory of that.
00:07So what was it about then that you say this song was effective?
00:12Why was it effective?
00:13I mean, now we remember it, but back then, it was effective.
00:17Did it really help Magsaysan win?
00:19Well, I think that it contributed to his landslide.
00:25You can debate whether the song was done or not, he still would have won
00:28because he was very, very popular to begin with.
00:32And Kirino was very unpopular for whatever reason.
00:36But I think it just added this particular song, just added more fuel to the landslide.
00:43It made it bigger because it just got people more excited to be part of the Magsaysan crusade.
00:50That's the goal of lifting up the morale of your supporters.
00:54You need certain props, whether it is music or whatever.
01:01In this particular case, it was this song that really captured Magsaysay and what he was trying to do
01:07and got the young people particularly really, really excited about supporting him
01:12and his message of change.
01:16I think it really, really worked.
01:17In the lyrics, he was referring to election cheating in Lanao.
01:31I guess that occurred during the previous election for President Elfidio Quirino.
01:38Ironically, Magsaysay was the defense secretary under Elfidio Quirino.
01:44That resonated as well because Magsaysay supposedly represented a new kind of politics.
01:51And also your father was a new kind of politics.
01:55So, you really liked that in the lyrics.
01:58Yeah, Lanao was notorious even up to today.
02:05For some reason, election manipulation, with all due respect to my friends,
02:10and I have many friends in Lanao, but in all due respect to them,
02:15it's still considered as, for some reason, an industry there.
02:20Post-election manipulation is considered industry.
02:24But as early as, at that time, as you said, it was already known as a place
02:29where there was a lot of shenanigans going on with elections before and after the counting.
02:36And in a way, your father, as a songwriter and lyricist,
02:40kind of lucked out on Magsaysay, not only as the candidate,
02:44but also because of the name Magsaysay, it rhymed with a lot of words.
02:49Without Magsaysay, democracy will die.
02:52So, talagang nilaro niya, yung pangalang Magsaysay.
02:57So, that was kind of charming.
03:00My dad had a knack for rhyming.
03:03That's his, he was really word smooth.
03:07That was his first talent.
03:09And his putting music is just the coating.
03:13He really likes to write stuff, songs, speeches.
03:18He always wrote his own speeches, wrote his own songs.
03:32But in terms of rhyming nga, Magsaysay, as a name, was a gift.
03:38Yeah.
03:39Made it a lot easier.
03:40And in fact, it was revived later on because of that,
03:43because of those lyrics na democracy.
03:45Yes, timeless, timeless talagang message.
03:48I mean, you take out the references to the early 50s,
03:51the election cheating in Llanos,
03:52even though, you know, sabi mo nga,
03:54mecha timeless nyo, no?
03:55Timeless.
03:55But in terms of democracy,
03:58in 1986, no?
03:59It was revived on Radio Veritas at that time.
04:03So, kailan nalaman ng pamilya mo,
04:05your father in particular,
04:06that it was being revived?
04:08In 1986,
04:09by June Keasley,
04:11Radio Veritas.
04:12Well, we were quite surprised.
04:13We were still in exile in Washington
04:15when we started to receive messages
04:17that during the four-day People Power Revolution
04:23that the kids were singing and humming it in the streets
04:26and it was all over the place.
04:28And I said,
04:28my dad said,
04:30but how did this happen?
04:31And so that's when we said,
04:32ah, you know,
04:33this June Keasley,
04:34Radio Bandido,
04:35he found that record there in the file.
04:38we really felt this is a way to,
04:39you know,
04:40to help lift the morale
04:42of the people that were demonstrating.
04:46And so that's what happened.
04:47So we were very surprised.
04:49You know,
04:50it came by...
04:51It's kind of a stroke of genius
04:53by June Keasley
04:54because she knew a hit
04:56when she heard it.
04:57Yeah, yeah.
04:58And I think the message also,
05:01there are elements in the song
05:03that resonated to what was going on.
05:05That's just take away the magsaysay thing.
05:07But just the whole message was still the same.
05:12Noong dekade 50,
05:13pausbong pa lang ang telebisyon.
05:16Kaya radyo,
05:17ang pangunahing libangan.
05:19Wala ko bang TV?
05:20Oh, of course, no?
05:21GMA was 1961, no?
05:22Napata.
05:23So, yeah, yeah.
05:24Or it was just starting.
05:25It was a very small part of...
05:27I think it was,
05:27but it was not...
05:28Yeah, so hindi pa dominant.
05:29Or even if there was TV,
05:32people didn't have TV sets.
05:33Yeah, radio pa rin, no?
05:34So it was not a radio.
05:36Yeah, yeah.
05:36It was still radio.
05:37So I guess this was a medium
05:40that was really the most popular, no?
05:43Yeah, the radio.
05:44You know, this song could easily be played
05:46on any radio station.
05:48I guess back then,
05:49you also bought spots, no?
05:51Yeah.
05:51To air the jingle
05:53and whatever else message you had.
05:55And then I think they had turntables,
05:57so they had records.
05:59Ah, it was also sold as a record.
06:01Yeah, it was a record.
06:02And I suspect maybe
06:04when they would go to the provinces,
06:06they would have a machine
06:09and they would play it
06:10and put it on bullhorn
06:12so that everyone could hear it.
06:14I speculated that's what
06:16they were doing at that time.
06:17It was like a loudspeaker.
06:18They had a turntable there,
06:21they played the record,
06:22and then...
06:22So it was really one of the first,
06:24I guess,
06:25media-based political campaigns, no?
06:29Kasi may kasabihan, di ba?
06:31Sa Philippine politics,
06:33can you defend it?
06:34In Plaza Miranda.
06:35Yes, yes.
06:36Kadalasan, yung kampanya
06:38was really face-to-face, di ba?
06:39Yes, yes.
06:40You'd address audiences
06:42in like public plazas
06:44and spaces like that.
06:45Very personal.
06:46You'd go around,
06:46oh, very personal.
06:47Pero ito,
06:48Magsaysay did the same.
06:50Yes.
06:50But in addition to that,
06:52they used the new popular media.
06:54Yes, yes, yes.
06:56And it was after that,
06:57it became practically normal.
06:59I think...
07:0057 campaign,
07:02Yulu had a jingle,
07:04can you see that today?
07:04Sunod-sunod na yan.
07:06But this was really the first one.
07:17Looking back now,
07:18so ano yung impact
07:19ng Mambo Magsaysay
07:21para sa'yo?
07:22Well, I think
07:23it's a standard
07:25that's very hard
07:27to duplicate.
07:29Every...
07:31There's been a lot of
07:32jingles over the years,
07:34but I don't think
07:35any jingle
07:37has been able
07:39to duplicate
07:41the...
07:43how effective
07:44this particular
07:45piece was.
07:47both in the message,
07:50both in the fact
07:50that it was an original.
07:52A lot of people
07:52take a song
07:53and they just
07:54change the lyrics.
07:55There are some
07:56originals out there,
07:57but it still
07:58does not
07:58capture
08:00really the feeling
08:02and the message
08:04that this particular song
08:05did.
08:06It was really timeless
08:07in my view.
08:08So up to now,
08:10when people hear it,
08:11it's catchy,
08:12they recognize it,
08:14they love the lyrics.
08:16It was in one package,
08:18it was all there.
08:18So
08:21it was all there.
08:25It was interesting
08:26and
08:27I
08:29thought
08:31that
08:32it was all there.
08:33So
08:33rea
08:33.
08:34was
08:34our
08:44what
08:44would
08:45go
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