Mr. Palengke () is the campaign monicker and

jingle A jingle is a short song or tune used in advertising and for other commercial uses. Jingles are a form of sound branding. A jingle contains one or more hooks and meanings that explicitly promote the product or service being advertised, usually ...

Mar Roxas Manuel "Mar" Araneta Roxas II (; born May 13, 1957) is a Filipino politician who served as a Senator of the Philippines. He is the grandson and namesake of former Philippine President Manuel Roxas. He served in the Cabinet of the Philippines ...

for the

2004 Philippine Senate election The 2004 election of members to the Senate of the Philippines was the 28th election to the Senate of the Philippines. It was held on Monday, May 10, 2004, to elect 12 of the 24 seats in the Senate. The major coalitions that participated are the K ...

. Produced by Image Dimensions, the accompanying

television advertisement A television advertisement (also called a commercial, spot, break, advert, or ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. ...

featured Roxas sashaying to the jingle, inspired by hit song "Mr. Suave" of Parokya ni Edgar, together with the

vendors In a supply chain, a vendor, supplier, provider or a seller, is an enterprise that contributes goods or services. Generally, a supply chain vendor manufactures inventory/stock items and sells them to the next link in the chain. Today, these term ...

of his

family-owned A family business is a commercial organization in which decision-making is influenced by multiple generations of a family, related by blood, marriage or adoption, who has both the ability to influence the vision of the business and the willingn ...

Farmers Market A farmers' market (or farmers market according to the AP stylebook, also farmer's market in the Cambridge Dictionary) is a physical retail marketplace intended to sell foods directly by farmers to consumers. Farmers' markets may be indoors or ...

. It is, actually, in reference to Roxas' stint as Secretary of Trade and Industry from 2000 to 2003, where one of his responsibilities was to monitor the prices of basic commodities in the

palengke A ''palengke'' (Chavacano: ''palenque'') is a permanent wet market in the Philippines (differentiated from periodic wet markets called ''wiktionary:talipapa, talipapa''). Etymology The word ''palengke'' is a local variant of the Spanish languag ...

, spearheading consumer protection programs such as ''timbangan ng bayan''. The monicker was a strategy to make the member of elite

Araneta family The Araneta family is a Filipino people, Filipino family that originated from Gipuzkoa, the Basque Country (autonomous community), Basque region of northern Spain. The name is derived from the Basque language, Basque word ''aran'' meaning "va ...

appealing and palatable to the masses. It has been since considered to be one of the most successful political advertisement in the Philippines, as the monicker-jingle made Roxas, a relatively-unknown politician, top the senatorial race. Roxas would attempt to revive his monicker in his subsequent unsuccessful campaigns for vice presidency,

presidency A presidency is an administration or the executive, the collective administrative and governmental entity that exists around an office of president of a state or nation. Although often the executive branch of government, and often personified b ...

, and senatorship in the elections of

2010 The year saw a multitude of natural and environmental disasters such as the 2010 Haiti earthquake, the Deepwater Horizon oil spill, and the 2010 Chile earthquake. The 2009 swine flu pandemic, swine flu pandemic which began the previous year ...

2016 2016 was designated as: * International Year of Pulses by the sixty-eighth session of the United Nations General Assembly. * International Year of Global Understanding (IYGU) by the International Council for Science (ICSU), the Internationa ...

, and

2019 This was the year in which the first known human case of COVID-19 was documented, preceding COVID-19 pandemic, the pandemic which was declared by the World Health Organization the following year. Up to that point, 2019 had been described as ...

, respectively.

References

Jingles 2004 songs 2004 Philippine general election Songs about politicians {{Philippines-stub