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Can fame alone win the vote?
Back then, maybe. For some candidates, yes. But for many others, not necessarily.
In the Philippines, it’s common to see actors, actresses, sports legends, or even social media personalities with no prior political background step into the races, using their fame as a launchpad for electoral success.
It’s the name of the Philippine political game — we live in a country where the line between fame and political influence is often blurred. The role of celebrities starts to become messianic — Filipinos turning to these public figures as “saviors” or idols.
But is it still enough to just be a familiar face? While being popular greatly helps one’s numbers, these days, does true leadership require more than just popularity and a relatable personal story?
When celebrities decide to run for office, their journey is built on make-or-break factors that either bring them to victory or loss. What are the differences between those who win and those who don’t, and is there something deeper at play?
To understand the anatomy of a celebrity-driven campaign, we talked to political analysts and campaign insiders — Arjan Aguirre, political science professor at the Ateneo de Manila University; Ash Presto, sociologist; Mike*, digital and communications manager for former actor and Manila Vice Mayor Yul Servo; and Obet Belandres, public relations campaign manager of councilor and former actress Angelu de Leon — to unpack what makes the so-called “celebrity package” either fly or tumble in Philippine politics.
The name game: Recall is everything
Name recall is incredibly powerful. The simple ability of a voter to recognize a candidate’s name often outweighs integrity or competence, and is assumed to strongly influence voter preference.
In electoral campaigns, this is called “identifiability” or “awareness level.” People recognize the candidates by their surname, which implies certain attributes — either positive or negative, Aguirre said.
Lito Lapid, once a popular action star, won a Senate seat in 2004.
“You don’t need formal training, good looks, or even acting skills. You don’t even need to be a good citizen,” said Presto. “It’s just about name recognition,” she added, citing actor Senator Robin Padilla as an example and former senator Bong Revilla, who was charged with plunder before the Sandiganbayan in 2014, alongside Juan Ponce Enrile and Jinggoy Estrada.
The celebrity-to-politician pipeline often sees name recall eclipse a lack of qualifications.
“A celebrity’s popularity gives [him or her] an advantage because [he or she is] already known to the public. In electoral campaigns, this is called identifiability or awareness level. But being known does not automatically guarantee votes,” Aguirre said.
A familiar name is only half the battle. Actor Richard Gomez lost three times — in a party list bid in 2001, a Senate run in 2007, and a mayoral race in 2013 — before finally winning as mayor of Ormoc City in 2016. Despite his fame, the three-time loss shows how important local dynamics and preparation are, and how fame alone can’t guarantee instant victory.
Aguiree stressed that popularity is a necessary but not sufficient condition. “Other factors — campaign strategy, political affiliations, issue saliency — they all come into play,” he said.
And it works not just for showbiz personalities — name recall is the main reason why political dynasties like the Binays, Villars, and Dutertes remain in power for years. “This is why political dynasties succeed,” Presto added. “Because of name recall, resources, and money. Voters are drawn to familiarity and perceived competence tied to family names.”
Authenticity and a good background story
What separates celebrity candidates who win once from those who truly connect and last? According to those on the ground, it’s simple: authenticity.
Obet, who worked with former teen star Angelu de Leon in her transition to politics, said the key was staying true to who she is. “What you see is what you get. On-cam or off-cam, she’s the same.”
De Leon ran for Pasig City councilor in the 2nd District during the 2022 elections under the Aksyon Demokratiko party and the Giting ng Pasig coalition led by Mayor Vico Sotto, with a campaign focusing on Persons With Disabilities, solo parents, and women empowerment.
“Approachable kasi si Konsey. Makikita ‘nyo, ang tao ang lumalapit sa kanya, at siya rin, lumalapit sa tao. Kami, mga batang ‘90s, ganyan namin siya unang nakilala — bungisngis talaga siya. Lagi siyang nakangiti,” he added.
(Konsey is approachable. You’ll see, people go to her, and she also reaches out to people. We, the kids of the ’90s, that’s how we first knew her — she was always cheerful. She was always smiling.)
That consistency and openness paid off. And as a councilor, it wasn’t enough to rely on her relatable star power; she zeroed in on issues that her followers would openly tell her about. “Talagang nag-deliver siya,” said Obet.
“Honestly, I’m not the type to dictate image strategies,” Obet said. “She and the team don’t like pretending.”
But beyond personality and sincerity, there’s also the power of story. Sometimes, what resonates more than platforms or experience is a narrative with heart.
“Symbolic power isn’t about economics. Celebrities can amplify their narratives, especially if they have a compelling life story,” said Presto, pointing to how public figures like Manny Pacquiao, Isko Moreno, and Manny Villar have drawn support. All three leaned into their rags-to-riches journeys, offering voters someone to relate to — someone who made it out of poverty.
“These celebrities often try to represent the ordinary, poor Filipino, saying, ‘We need someone like us to represent you,'” she added.
Pacquiao’s 2016 Senate run is a prime example. Sure, his fame helped. But more than that, it was the story he told — from the streets to the Senate — that hit home for many voters, especially from underprivileged communities.
However, the symbolic power that celebrities wield through their personal stories doesn’t necessarily equate to tangible results in governance. “Symbolism doesn’t automatically translate into substantive representation.” Descriptive representation, where a politician symbolizes a certain sector, may put someone from that group in power, but without effective policy action, it remains just that — symbolism.
“There’s a difference between descriptive representation, where you’re symbolically representing a sector, and implementing policies and agendas that benefit your constituents,” Presto explained.
Some celebrity candidates gain traction by capitalizing on this fanaticism — intense admiration that blurs the line between familiarity and political competence. As Aguirre noted, strong emotional connections, as seen with figures like Erap Estrada and Rodrigo Duterte, often sustain loyalty across elections. And their campaigns may amplify this by using emotional messaging — words like “matulungin” or “maka-Diyos”— to trigger positive associations, even if the celebrity lacks a political track record.
However, this behavior isn’t universal. Presto also said that while elite voters tend to focus on policy, many Filipinos, especially youth and working-class voters in provinces, still prioritize patronage and perceived benefit.
Filipino cultural archetypes and embedded values also come into play, such as obedience to elders, family enmeshment, and conflict avoidance, Presto said.
“Even politically active youth may defer to grandparents’ preferences. Family unity and conflict avoidance often shape voting decisions and outweigh political ideology; people vote quietly to avoid arguments. Voters navigate tensions between pursuing justice (e.g., human rights) and traditional narratives like ‘life was better before,'” she said.
In the end, name recall may open doors, but it doesn’t guarantee what lies beyond them. While a familiar face and a compelling backstory still matter in Philippine elections, voters are showing a growing discernment for leaders who are not only relatable but also real — present, consistent, and capable of delivering results.
As the lines between fame and governance continue to blur, one thing is clear: authenticity without substance can only take a candidate so far. How far? Only time can tell. (To be concluded) – Rappler.com
NEXT: What does it take to run a celebrity-driven campaign?
