Las cameras have started rolling as the officialism’s four presidential pre-candidates gear up for the upcoming primary on June 29. These candidates have begun filming their respective television slots in various locations across the country, set to debut at 12:52 pm on June 11. This 15-minute daily slot, split into two blocks, holds significant importance in an election with voluntary voting that has struggled to mobilize citizens as desired. The officialism’s goal is to bring two million voters to the polls, a target that still remains uncertain, creating high expectations among the candidates and their parties.
Carolina Tohá, from the Radical Party within the Democratic Socialism coalition, will kick off her campaign from the party’s balcony this Saturday. Tohá, aiming for the presidency, has already taken substantial steps towards La Moneda. Her television slot production began yesterday, working with Wolf and Kiko Carcavilla as the creative director. The campaign team praises the agency for its creative work with companies like Netflix, Transbank, BICE, and Burger King. The slot aims to “represent a citizen’s perspective where the voices, concerns, and dreams of Chileans are central.” Tohá’s objective is to reach out to the political center beyond the government’s electorate, fostering significant connections with former DC members.
“In the slot, we will continue to convey our trust in our country and its capabilities. We firmly believe that the solutions to our problems do not lie in miraculous leaders, populist formulas, or magical solutions,” Tohá emphasized during her campaign launch. The television pieces will focus on the candidate’s programmatic axes, emphasizing security, growth, and shared well-being. The campaign team does not rule out the possibility of political leaders joining the slot, although the coalition’s party presidents and mayors have not been involved yet.
Jeannette Jara, from the Communist Party, chose a fisherman’s beach in Coquimbo as one of the locations for filming her slot, alongside other regions like the Metropolitan area, Valparaíso, O’Higgins, and Maule. Jara collaborates with Francisco Mena, known for his work with the Communist Party and the first parliamentary campaign of current government spokesperson Camila Vallejo. The slot’s tone is expected to be “hopeful” and “propositional,” contrasting with the approach taken with the PS’s former candidate Daniel Jadue, which was deemed less effective.
Gonzalo Winter’s campaign team highlights the concepts of being “playful, creative, and appealing to new generations” in describing the tone of the slot. The slot, managed by Equeco production, aims to present fresh and engaging content, different from traditional campaign approaches. Winter’s slot will align with the campaign’s goal of retaining grassroots party members who resonate with Boric’s original promises.
Jaime Mulet, from the Green Social Regionalist Federation, focuses on decentralization and environmental sustainability in his slot, collaborating with Impacta Comunicación to film in regions he has visited during his campaign. The slot will feature citizen testimonies from various regions and upcoming parliamentary candidates from the party.
Each candidate’s television slot reflects their unique approach and message, aiming to engage with voters and differentiate themselves in a crowded political landscape. As the officialism’s campaign intensifies, the impact of these television slots on voter mobilization and engagement remains to be seen, shaping the political discourse leading up to the primary elections.
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