Camille Villar: Poised to Become the Fourth Villar in the Senate if She Wins in 2025

Photo by: Camille Villar

The 2025 senatorial elections are fast approaching, and it is no surprise to see candidates running from various backgrounds, including political families, celebrities, businessmen, and personalities who may lack significant political knowledge. Among these candidates is Camille Villar, who hails from a political dynasty. She has served as the Member of the House of Representatives for Las Piñas since 2019 and has been a deputy speaker since 2022, having previously held that position from 2021 to 2022 during the 18th Congress. If she wins the 2025 elections, she will be the fourth member of her family to serve in the Senate.

Rep. Camille Villar aims to replace her mother, who will seek a congressional seat in Las Piñas as her Senate term ends in 2025. If successful, Camille would also join her brother, Mark, in the Senate.

 

Photo by: Rising Philippines

Campaign Ad Top Spender

Camille Villar is entering the 2025 senatorial race with more resources than her rivals for her advertising campaign. She has billboards and posters across the country and advertisements on television. Additionally, she is one of the top spenders on Meta (formerly Facebook), the most popular social media platform in the country.

According to Meta’s Ad Library, she spent P1.73 million to promote her ads on the platform from July to September 2024, covering the 90 days before the start of filing certificates of candidacy (COC) on October 1. Her ad spending nearly matched that of Agri Party-list Rep. Wilbert Lee, a fellow House member who is also seeking a Senate seat and spent about P1.75 million on ads, some of which ran without disclaimers.

On the latest report, Camille Villar is still on the list of  top spenders with over P3.17 million total ad spending for the last 90 days starting from August to November 2024.

Camille Villar's public relations strategy for the 2025 senatorial race, while highly visible and resource-intensive, raises important concerns about the role of wealth in shaping electoral outcomes Her reliance on billboards, TV ads, and heavy Meta spending highlights the advantage of wealth in politics. This raises questions about fairness in elections, where financial resources can overshadow grassroots support or genuine connections with voters. Her pre-campaign spending also seems to exploit loopholes in campaign finance regulations, a move that, while technically legal, undermines the spirit of election fairness and transparency.

Moreover, the emphasis on flashy advertising may indicate a campaign focused more on visibility and branding rather than on substantive platforms or concrete plans to tackle pressing national issues. Critics might view her campaign as an extension of dynastic politics, leveraging her family’s wealth and influence instead of prioritizing merit or public service credentials. While Villar's strategy may effectively build recognition, it risks alienating voters who value authenticity, equity, and accountability in their leaders.

 

Nepotism: A Legacy or a Liability?

Camille Villar’s bid for the Senate brings the issue of nepotism into sharp focus. As a member of the Villar family, one of the most influential political dynasties in the country, her candidacy raises questions about the concentration of power within a few families. The Villar name is already synonymous with political and economic clout—her father, Manny Villar, served as Senate President and remains a prominent businessman, while her mother, Cynthia Villar, is completing her term in the Senate. Her brother, Mark Villar, is also a sitting senator.

Photo by: Philippine News Agency

Critics argue that political dynasties, such as the Villars, perpetuate inequality in governance by consolidating power among a select few, leaving little room for new and independent voices. By prioritizing family connections over a merit-based system, dynastic politics may limit opportunities for leaders from diverse backgrounds to contribute to nation-building. This cycle of concentrated influence could stifle innovation and reduce public trust in government institutions.

In response to these criticisms, Camille Villar has attempted to reframe her Senate run as a continuation of her family’s legacy of public service. She emphasizes that all members of her family won through democratic elections, underscoring the support they have received from their constituents over the years. “What we want is simply to help many people,” she said during a press briefing after filing her candidacy.

Bagong Boses?

The President endorsed her along with 11 other candidates included in the administration coalition’s senatorial slate for 2025. "Now, my twelfth candidate demonstrates excellence not only in government but also in companies that provide services to our people," the President said at a large political gathering.

"Mga kababayan, Deputy Speaker Camille Villar, Ang Bagong Boses Para sa Bagong Bukas!" he added.

Camille Villar's claim of being a "new and fresh voice" in politics can be challenged given her strong ties to the Villar political dynasty. The family has maintained a significant presence in Philippine politics and business, with her father, Manny Villar, having served as Senate President, and her mother, Cynthia Villar, currently in the Senate. This leads to questions about whether her candidacy embodies genuine innovation or is merely a continuation of established family influence.

 Her familial connections may provide her with advantages such as name recognition and resources, but they also raise doubts about her independence and her capacity to prioritize public interest over familial and business interests. Critics may argue that political dynasties like the Villars perpetuate a cycle of concentrated power, hindering the entry of truly new voices into governance.

To genuinely position herself as a fresh alternative, Camille Villar would need to demonstrate independence from her family's legacy, propose bold reforms that address the influence of dynasties, and present a clear vision that distinguishes her from the traditional brand of politics associated with her family.

As we approach the 2025 elections, will the promise of a 'new voice' resonate with voters, or will it be drowned out by concerns over dynastic politics and the influence of wealth in electoral campaigns?

 

 

References:

Buan, L. (2024, October 4). ‘New politics,’ how? Camille seeks to be the 4th Senator Villar. RAPPLER. https://www.rappler.com/philippines/camille-villar-files-coc-2025-senatorial-elections/

Congresswoman Camille Villar - Representative of the City of Las Piñas. (2024, August 19). Official Website of Camille Villar. https://www.camillevillar.com/

Fonbuena, C., & Journalism, P. C. F. I. (2024, October 16). Camille Villar ramps up FB ad spending before COC filing. RAPPLER. https://www.rappler.com/philippines/elections/camille-villar-ramps-up-facebook-ad-spending-before-coc-filing/

Meta Ad Library (2024, November 22).Ad Library Report. https://www.facebook.com/ads/library/report/?_rdr

Talampaso, C., & Talampaso, C. (2024, October 5). Camille Villar shuts down nepotism talk: ‘Gusto lang namin makatulong sa nakakarami.’ POLITIKO - News Philippine Politics. https://politiko.com.ph/2024/10/04/camille-villar-shuts-down-nepotism-talk-gusto-lang-namin-makatulong-sa-nakakarami/snitch-network/

Talampaso, C., & Talampaso, C. (2024a, September 26). Camille Villar gears up for Senate race: ‘Ang Bagong Boses Para sa Bagong Bukas.’ POLITIKO - News Philippine Politics. https://politiko.com.ph/2024/09/26/camille-villar-gears-up-for-senate-race-ang-bagong-boses-para-sa-bagong-bukas/snitch-network/