segunda-feira, 20 de agosto de 2012

O “novo” Óleo de Peroba nas Eleições de São Luís


Em meio a um engarrafamento de uma São Luís estacionada, um adesivo colado no pára-choques do carro dianteiro, exibe a frase: Castelo de novo! Numa época em que a Galáxia de Gutemberg tornou-se apenas uma expressão romântica, na era dos bilhões de acessos instantâneos, da profusão ininterrupta de informações, quando o último post começa a caducar em poucos segundos, o que seria mesmo o “novo”? O apogeu da Sociedade em Rede, das tendências do mundo hype, dos impactos da Modernidade Líquida traz a nítida impressão de que não existe mais nada de “novo” na Hiperconectividade Global.
A palavra “novo”, aliás, de tão surrada, parece não surpreender nem o mais brilhante texto publicitário. O slogan castelista chama tanta atenção quanto o “Novo Sabão OMO” e, ao contrário de seus sinônimos (“recente”, “jovem” e “moderno”) remete justamente à ideia de enfadonho. A sabedoria popular define com precisão o mal estar impregnado no termo: “De novo, toda hora!”.  
O apelo ultrapassado cai bem em uma eleição de castelos e palácios que remontam à idade medieval ou de candidatos que já foram tão socialistas quanto a capital dos Estados Unidos, Washington. Os marqueteiros ávidos por transformar sapos em príncipes, castelos e palácios em modernos duplex com vista para o mar, Holandas em Anjos da Guardas enfrentarão o desafio de filmar Fidel Castro fazendo propaganda do Mc Donald’s.
A crise do “novo” no marketing eleitoral nas eleições de São Luís se estende para as alianças e composições das chapas. O “novo” para balancear a candidatura de Castelo seria um Neto, o Evangelista, herdeiro político do pai e da coincidência de origem do seu nome, Evangelho, do grego Evangelion, que significa “boa nova”. Em contraponto, o “novo” Edvaldo Holanda Júnior, que também sucede o genitor na militância, carrega o fardo de um Roberto Racha, digo, Rocha, versão remixada de um velho pagode político.
Enquanto os carros de som esgoelam jingles plagiados, sob encomenda, a inchada ilha de São Luís sofre com a diarréia da festa de seus 400 anos, despejando fezes nas baías e vomitando carros, destinada a se reduzir a um Beco da Bosta, sem planejamento urbano e iniciativas criativas.

Infelizmente, ainda não inventaram um S.A.C. (Serviço de Atendimento ao Consumidor) para os neófitos no Marketing Político que, esquecendo do fator humano, traçam suas estratégias como se estivessem fazendo propaganda do “Novo” Sabão Omo ou do popularmente conhecido Óleo de Peroba.

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