MANILA -- President Aquino's youngest sister, TV host-actress Kris Aquino, is undoubtedly one of the country's top commercial endorsers. Through the years, she has been endorsing products ranging from personal care commodities to appliances.
But has the Queen of All Media also become an effective political endorser?
Going by the results of the 2013 mid-term elections, it appears to be so since all but one of her chosen senatorial candidates made it to the top 12.
The so-called "Kris Aquino factor" may have played a role in the victories of Francis "Chiz" Escudero, Sonny Angara, Alan Peter Cayetano, Grace Poe and her cousin Bam Aquino.
Only one of her chosen candidates, Team PNoy bet Risa Honteveros, failed to make the cut.
Aside from the senators-elect, Aquino also campaigned for her friend Jun Jun Binay, who won in the mayoral race in Makati City.
"Thank God, you won or else nakakahiya. Sa totoo lang, thank God, mataas (ang ranking)," Aquino told Angara on her morning show "KrisTV" on Tuesday.
"Kasi di ba, there's a talunan who kept saying na wala daw akong maidudulot. Eh number 20-something naman (siya). Hello?!" Aquino quipped.
"Hindi talaga ako papatol that time kasi novena ako ng novena for all of you that I endorsed. Sabi ko 'Lord huwag mo akong pahiyain, huwag mo akong pahiyain.' Pero ngayon nasa bottom 20-something (siya), so 'ha, ha, ha.' Kasi kung anu-ano ang sinabi niya sa akin at kay Noy so deadmabels," she added.
At the height of the election campaign, United Nationalist Alliance (UNA) senatorial candidate Ernesto Maceda belittled the host-actress' endorsements of candidates.
"Ang mga ine-endorso niya, mga malalakas na. Kung manalo, is it because of their own individual strength or is it because of Kris Aquino?" Maceda asked.
"We don't know also the extent of the present following of Kris Aquino. I, for one, will say that probably Coco Martin has a bigger following than anybody else," he added.
Maceda is currently at No. 23 in the senatorial race, according to data from the Comelec.
Private pollsters have also downplayed the Kris factor, saying her endorsement does more harm than good, based on their studies.
Coco factor
Aside from Aquino, Angara also thanked the "Juan dela Cruz" star for helping him particularly during the early part of the campaign.
"Yung awareness factor nandoon (dahil kay Coco). Kasi lugi ako sa mga re-electionists o sa dating mga senador. 'Yung finishing punch, 'yung Kris Aquino," Angara said.
Angara was also endorsed by Martin's former leading lady, Julia Montes, as well as singer-actress Sarah Geronimo.
But Martin also campaigned for "Walang Hanggan" co-star Richard Gomez, who lost in his bid to become mayor of Ormoc City.
Bringing out the celebrities
Election campaigns in the Philippines have traditionally been a star-studded affair.
Aquino's cousin, Bam Aquino, was also endorsed by actor Dingdong Dantes and musicians Jim Paredes and Noel Cabangon.
Escudero, whose relationship with girlfriend actress Heart Evangelista figured prominently in the campaign, was also endorsed by comedian Vic Sotto.
Grace Poe's campaign was anchored on her being the daughter of the late action king Fernando Poe, Jr., while her mother Susan Roces, considered among the queens of Philippine cinema, was a regular presence in her campaign. Poe was also endorsed by popular celebrity couple Zoren Legaspi and Carmina Villaroel, and even had the support of former President Joseph Estrada.
Yap for Magsaysay
One prominent celebrity who failed in his political endorsement was actor Richard Yap, more known as Sir Chief in the hit daytime series "Be Careful With My Heart." Yap campaigned for losing bet Ramon "Jun" Magsaysay Jr.
“Unfortunately, I guess most of our voting citizens are not yet that well-informed. I guess, that they would rather choose someone because of the name and not because of what qualifications he has. That's life,” Yap said.
Despite this, Yap said he doesn’t regret campaigning for Magsaysay because he believes that he has what it takes to make a difference in this country.
“Of course [I don’t regret endorsing him]. I would never do that. I openly supported him because I believed in him. Win or lose, we did our best,” he said.
Magsaysay, who ran under Team PNoy, ranked 16th based on count from the Commission on Elections.
Choosy celebrities
But many more celebrities, like actor Piolo Pascual, have opted to campaign for election issues, such as voter education, while several music artists urged young Filipinos to go out and vote.
Cayetano noted that celebrities today are becoming more choosy about the politicians they will support.
"To be fair sa mga celebrities, namimili sila ng ie-endorse nila. Hindi katulad dati na kapag may budget ka mayroong mage-endorse. Ngayon sobrang mapili ang mga celebrities kasi pangalan nila ang masisira kapag hindi tama ang ginawa ng politiko," Cayetano said on "KrisTV."
