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2025 polls: Dozens of party-list groups bank on celebrity pull, star power

2025 polls: Dozens of party-list groups bank on celebrity pull, star power

Celebrity Endorsements Dominate 2025 Party-List Campaigns

In the fiercely contested 2025 midterm elections, party-list groups are pulling out all the stops to capture voter attention, and their weapon of choice is star power. From Vice Ganda to Coco Martin, over 40 party-list organizations have enlisted celebrities and influencers to boost their visibility and credibility. This trend, while not new, has reached unprecedented levels, with political strategists noting that the battle for a congressional seat is now as much about entertainment as it is about advocacy. As the May elections approach, the intersection of showbiz and politics is more blurred than ever, raising questions about the authenticity of representation and the power of fame in shaping voter behavior.

With 156 party-list groups vying for seats in the House of Representatives, the competition is intense. To stand out, many groups are leveraging the massive followings of celebrities. Vice Ganda, for instance, is the face of Angkasangga, which advocates for gig and informal workers. Coco Martin supports FPJ Panday Bayanihan, while Piolo Pascual lends his star power to Ang Probinsiyano. The list goes on: Jericho Rosales for Ako Bicol, Maja Salvador for Solid North, Kim Chiu for Probinsiyano Ako, Nadine Lustre for ML, Joshua Garcia for CWS, and Toni Gonzaga for BBM. Even online personalities like Ivana Alawi, Cong TV, and Boss Toyo have joined the fray, endorsing groups like Agap and Solid North. This eclectic mix of celebrities underscores the broad appeal that party-lists hope to tap into.

Why Celebrities? The Strategy Behind the Star Power

So why are party-list groups so eager to secure celebrity endorsements? The answer lies in the power of awareness. According to political strategists, celebrities bring instant recognition and an ability to cut through the clutter of political messaging. "It's all about awareness," says a strategist who spoke to Rappler. "Celebrities have a built-in fan base that can be mobilized." In a crowded race, where many voters may not be familiar with the nuances of party-list platforms, a familiar face can be the deciding factor. Moreover, celebrities are seen as trustworthy and relatable, qualities that can transfer to the party-list they endorse. This is especially important for groups that may lack the machinery of established political parties.

The Cost of Star Power

But star power doesn't come cheap. According to industry insiders, endorsement deals for A-list celebrities can range from P5 million to as much as P30 million for the duration of a campaign. These deals often include specific deliverables, such as a certain number of social media posts or appearances at events. For well-funded party-list groups, this is a worthwhile investment. However, for those with limited resources, the price tag can be prohibitive, leading to a disparity in visibility. As one strategist puts it, "It's a retail war out there. Those with money can afford the big names, while others have to settle for lesser-known personalities or rely on grassroots campaigning."

The Celebrity-Party List Connection: A Closer Look

The 2025 elections have seen a diverse array of celebrities aligning with party-list groups, each bringing their own unique fan base and public image. Here's a breakdown of some notable pairings:

These endorsements are not without controversy. Some critics argue that celebrities are being used as pawns to mask the true intentions of party-list groups, many of which are accused of not genuinely representing marginalized sectors. Watchdog group Kontra Daya found that over half of the groups on the ballot do not represent the marginalized, and many are tied to political clans and big businesses. This raises concerns about the authenticity of celebrity endorsements and whether they are driven by conviction or cold cash.

The Price Tag of Fame: How Much Do Endorsements Cost?

The financial aspect of celebrity endorsements is a crucial factor in the 2025 party-list race. While exact figures are often kept under wraps, political strategist German (not his full name) revealed that starting rates for celebrities can be around P5 million, with A-listers commanding up to P30 million. These deals are structured with specific obligations, such as a set number of social media mentions per month or appearances at campaign events. For example, a celebrity might be required to post about the party-list three times a month or wear branded merchandise at public appearances. This commercialization of political support has led the Commission on Elections (Comelec) to consider a presumption of paid endorsement for influencers and celebrities, meaning that any endorsement would be assumed to be paid unless proven otherwise. This move aims to bring transparency to the often murky world of political endorsements.

The Impact on Voter Awareness

With so many celebrity endorsements flooding the airwaves and social media, voters are bombarded with images of their favorite stars backing various party-lists. This saturation can lead to increased awareness, but it also raises the risk of voter confusion. In a race with 156 groups, the sheer volume of endorsements can make it difficult for voters to distinguish between genuine advocacy and paid promotion. Moreover, the reliance on celebrities may overshadow the actual platforms and goals of the party-lists, reducing complex political issues to popularity contests. As one observer notes, "It's becoming more about who's endorsing than what they stand for."

The Rise of Online Influencers in Political Campaigns

Beyond traditional celebrities, online influencers and content creators have become valuable assets for party-list groups. With their massive followings and engaged audiences, influencers like Ivana Alawi, Cong TV, and Boss Toyo can reach demographics that traditional media might miss. For instance, Ivana Alawi, with her millions of subscribers, endorsed Agap, a group that advocates for the poor. Similarly, Cong TV and Boss Toyo backed Solid North, leveraging their relatable content to connect with young voters. This shift reflects the changing media landscape, where social media platforms are increasingly the primary source of information for many Filipinos. However, it also raises questions about the authenticity of influencer endorsements, as many are paid partnerships. The Comelec's potential presumption of paid endorsement aims to address this by requiring disclosure of such arrangements.

Controversies and Concerns: The Dark Side of Celebrity Endorsements

While celebrity endorsements can boost a party-list's profile, they also come with pitfalls. The case of Joshua Garcia's billboard for CWS is a prime example. The billboard, which featured the actor with the phrase "solid ka-CWS," sparked concerns online about the use of celebrities to mislead voters. Garcia is not a nominee or representative of the group, but his image was used in publicity materials, leading some to question whether he was being presented as more than just an endorser. This blurring of lines between endorsement and candidacy can confuse voters and undermine the integrity of the electoral process. Additionally, the high cost of celebrity endorsements may lead to corruption or undue influence, as party-lists may feel obligated to repay their celebrity backers once in office.

The Authenticity Question

Do celebrities genuinely believe in the causes they endorse, or are they simply cashing in? This is a question many voters are asking. While some celebrities, like Vice Ganda, have publicly stated their belief in a party-list's vision, others may be less vocal about their reasons. The lack of transparency in endorsement deals fuels cynicism and undermines trust in the political system. As watchdog groups continue to scrutinize these arrangements, the pressure is on both celebrities and party-lists to be more transparent about their relationships.

The Future of Celebrity Politics in the Philippines

As the 2025 elections unfold, the reliance on celebrity endorsements is unlikely to diminish. In a media landscape where attention is the scarcest commodity, stars offer a shortcut to visibility. However, this trend also highlights deeper issues in Philippine politics, such as the commercialization of campaigns and the weakening of genuine grassroots representation. For voters, the challenge is to look beyond the glitz and glamour and evaluate party-lists based on their platforms and track records. For party-lists, the lesson is that star power can only take you so far; ultimately, it's the substance of your advocacy that will win hearts and minds. As one strategist puts it, "Celebrities can open doors, but they can't govern. It's up to the voters to see through the hype and choose wisely."

In the end, the 2025 party-list race is a reflection of a broader phenomenon: the merging of entertainment and politics in the Philippines. While celebrities bring undeniable star power, the true test will be whether they can translate their fame into meaningful change. As the campaign trail heats up, all eyes will be on the stars and the groups they support, but the final verdict will rest with the Filipino people.

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