Nunes has TV exposure in an effort to popularize him – 06/17/2023 – Politics

The Ricardo Nunes (MDB) administration has experienced days of overexposure on open TV amid efforts to popularize the mayor’s image and make him better known for his re-election attempt.

Nunes stars in MDB party propaganda ads, which began airing on the 5th and will run until Wednesday of next week (21). In the videos, with an aesthetic similar to that of election campaigns, he praises works, asphalting and construction of health units.

The City Hall of São Paulo has also been running institutional advertising to publicize services and initiatives. On Monday (5th), the opening day of the MDB plays, a propaganda from the party and another from the administration led by its affiliate were broadcast at the same time.

Still unknown to part of the population and without a consolidated brand, Nunes seeks to increase its visibility and become more competitive. As part of the strategy to strengthen it, the MDB highlighted it in the five daily insertions it is entitled to on TV and radio networks.

Free party propaganda was recreated last year. Broadcasters are obliged to air the pieces from 7:30 pm to 10:30 pm, on Mondays, Wednesdays and Fridays. The exhibition is defined in the calendar of the TRE (Regional Electoral Court), with time distributed according to the size of each subtitle.

Parties can also create different pieces for each region of the state and country. The MDB chose to run advertisements starring Nunes in the capital, while other politicians of the acronym appear in the images.

According to party strategists, the constant showing on TV is an important lever for Nunes to become better known. They also claim that the purpose of communication, whether from the party or the city hall, should be to account for what the emedebista has done in the administration.

In prime time on TV Globo on Wednesday (7), for example, MDB showed Nunes to the capital five times. He appeared to viewers of soap operas at night, Jornal Nacional and football.

There was no display of the management campaign that night. Official videos usually only mention the São Paulo City Hall, without explicit allusions to the mayor or his party.

Even advertisements from allied parties have served to give the emedebista’s electoral project a little push. The insertions of União Brasil, in the second half of May, brought politicians such as councilor Milton Leite, president of the City Council, vocalizing the mayor’s name.

He said in the material that in São Paulo the acronym “works with Mayor Ricardo Nunes” and that together they recovered “the city’s investment potential”.

With an animated jingle and vibrant colors, the MDB advertisement that exalts Nunes was created by Duda Lima, a marketer who made the TV campaign for Jair Bolsonaro (PL) in 2022. The PL mediates for Lima to be hired by the mayor to advise you next year.

The ads, lasting 30 seconds each, display Nunes’ name and position in large letters. The song says that “MDB’s work makes São Paulo better” and that the current mayor “knows how to take care”.

In the scenes, he walks around the construction sites smiling, while saying: “We know the city’s problems. We prepare ourselves. We have a great work program”. At the end, the party’s message encourages new affiliations, with the slogan “come to the MDB”.

The city hall pieces are designed by the Secretary of Communication, Marcello D’Angelo.

Mayor’s assistants and members of the MDB deny that there was any calculation for the two types of advertising to be on the air at the same time. The parties’ requests to the TRE are made months in advance.

According to specialists in electoral law consulted by the report, the concomitant exhibition of the mayor’s advertisement and the party advertisement starring Nunes does not appear to be irregular. In addition to the government’s material having an impersonal tone, the election period is still far away.

One of the city’s most recent advertisements is about Operation Low Temperatures, which seeks to protect homeless people. The announcer says that the government intensifies the work on cold days and informs that requests for reception must be made by calling the number 156.

Contents about Virada Cultural, programs such as Mãe Paulistana and to publicize the “hundreds of simultaneous works” of infrastructure, with paving of roads and construction of houses, viaducts and pools against floods, have also been aired.

As the Panel reported in April, Nunes made changes to his communications team that reflect a change in strategy. The aim is to create an image of a “worker”, that is, of a manager who delivered or left works carried out throughout the city.

A survey carried out by the office of Tabata Amaral (PSB), a federal deputy who intends to run against Nunes next year, shows that the city government currently has advertising contracts estimated at R$ 400 million. The figure includes originally forecast values ​​and additions (adjustments).

The pessebist monitors Nunes’s spending on communication and managed to block the opening of a BRL 20 million public notice for new contracting of services in the area. The judge in the case considered that the government already has two agencies and that calling a third would be unnecessary.

In addition to Tabata, the race has so far federal deputy Guilherme Boulos (PSOL). The withdrawal of the pre-candidacy of also federal deputy Ricardo Salles (PL-SP), last week, paved the way for a union of sectors of the right around the current mayor, but the picture could still change.

Nunes’ allies admit that his lack of knowledge —who took over the chair with the death of Bruno Covas (PSDB), in 2021— is an obstacle to 2024. Some of them, however, see the problem as an opportunity to shape the mayor’s image and attract voter support.