Archive for October, 2014

neastea’s layers upon layers of leap of logic TV ad that fails – “say yes”

October 28, 2014 Leave a comment

we think the intent of this ad is to be cute and amusing, then after that to be memorable to build a brand image for nestea. but on the road to achieving those goals, we stopped way ahead of it – we didn’t understand the TV ad.

we did not get the ad after seeing the ad once for the first time. it took us a few more times watching it to understand what was going on in the ad.

ads that you don’t get on the first time you watch it are weak ads. good ads work even after seeing it only once. that didn’t happen for us on this ad. and even after seeing the ad several times more and being able to finally get what the ad is all about, we still didn’t get the ad.

there was too much leap of logic in the ad. layers and upon layers of them.

what we didn’t understand was why did  the male lead who was making the presentation break into song on top the table after the boss who was seated at the end of the table saw a picture of his daughter with the male lead on the screen?

we got it that the male lead mistakenly showed a picture of himself and a girl on the screen who turned out to be the daughter of the big boss.

why did the male lead break out into a “say yes” song? and even the people around the conference table also broke out into song?

nestea a tea drink positioned here as having the ability to cool things off in “hot situations” apparently led the male lead to sing.

forcing ourselves to understand the tv ad, we think the story in the ad was that to save himself from the embarrassment of   accidentally showing a picture of himself and the daughter of the big boss, the male lead led him to propose marriage.

yes, propose marriage not to the big boss who was a male but to the daughter of the big boss who was in the picture with him. but the daughter was not in the conference room, just the dad and his office mates. since the girl was not in the room, to whom was he proposing marriage to? the song had the lyrics “say yes” which we are thinking it meant “say yes to my marriage proposal”. marriage proposal to whom? the dad? nope. to the daughter. but she is not in the room.

the above explains why we did not get the TV ad. the ad has layers and layers of leap of logic.  the ad is asking the audience to accept too many things and not only that, to make their own conclusions not only once but many times about the story in the ad.

TV ads are usually just 30 seconds. it is such a short time that effective  ads are those that deliver the story of the ad, the message in a memorable way and finally to impress or capture the audience in just 30 seconds. this ad fails right at the very first stage of the process.

we are wondering if this ad was tested. we think this ad will fail miserably on understandability and recall. it will probably come at par or score close to likeability but its over-all score will be bad.

the likeability score will be its best score because of the song. while the production value of the song is poor, it’s obvious the male lead was not singing the song, the melody is interesting enough to make it okay on likeability,

we also think the ad was made because of the song. we are guessing the creatives and the client liked the song a lot, and when they fell in love with the song, they somehow convinced themselves it is a good ad.

and then propose marriage just to save yourself from embarassment of showing a picture with the girl? come on! they were not even naked in the picture!


it is not a good ad. it is a WAWAM! (what a waste of ad money)


~~mindscape landmark ~~
carlo arvisu

things you might not know about Rex Vincent Tecson, twitter user who gave Jim Paredes a death threat

October 28, 2014 Leave a comment

we saw this the other day at twitter – Jim Paredes, popular singer and composer from the Apo fame tweeted that he got a death threat from a certain Rex Vincent Tecson. the death threat was relayed to him, of all places via a tweet.jim paredes threat

first we found it strange and well, ill-advised to issue a death threat to anyone over twitter. twitter is one of the most public medium one can issue a death threat on. of course the object of the death threat can read it but it can also be read by the rest of the multiple millions of twitter users. aside from being very public, it also allows for screen capture, taking an electronic picture of the tweet which in turn can be used as evidence against the issuer of the death threat. those are two most significant problems we have with what Tecson did but let’s leave it at that for now as we digress too much.

read article on death threat here :

curious about Tecson, we back read his tweets. we wanted to know what kind of a person Tecson is. this guy must be an avid fan of VP Jojo Binay that he brazenly issues a death threat against those who disagree and criticize Binay. we thought wow, this person must be some kind of military hunk  who has the means and the courage to very publicly threaten someone with death over twitter.

this is what we found out based on his tweets :

  1. Tecson is an avid fan of KC Concepcion, the actress and showbiz personality and daughter of Sharon Cuneta. he is in love with KC.
  2. Tecson declares himself to be the “Prime MInister Of The Socialist Republic Of The Philippines”

no, those two (2) things are no jokes. he did tweet them.

Tecson keeps a running tweet to KC, it sounds very much  like he knows her personally. his tweets is like a running and ongoing conversation with KC. it is like a twitter exchange one will have with close friends or in this case, between lovers.

of course the thing here is that it is a one-way conversation. Tecson tweets KC but we do not see KC tweeting back to him and being in the conversation.




Tecson based on his tweets to KC seem to be a very affectionate man and a very sweet one, at least to KC – he calls KC as “hon” (short for “honey”) and “honey”, the full version of the word too.  the words are inserted in sentences where he shows caring and concern towards KC.






that tweet above is Tecson’s most affectionate and we can say “loving” tweet for KC – he says the magic words “I love you” to KC and some more – “pahalik sa lips”. this is just what we have to say on that one – it is just a kiss on the lips, it is not sexual, its affection. we do not know how KC responded to that tweet. we were unable to find a reply to it on KC’s timeline.

now, to the second point – Tecson claims to be the “Prime Minister Of The Socialist Republic Of The Philippines”.  that is contained in his profile description, together with his picture. we assume the dude in the picture is him.




we back read his tweets and nowhere in his tweets did we find where the location of the “Socialist Republic Of The Philippines”. we were hoping we will find a map or something like that. not finding one in his tweets, we were tempted to use google maps for it but we did not do it.  internet connection at the time of writing is very slow, google maps might not be of help.

we read more of his tweets as we were a little bit confused, his profile description on twitter listed “Regensburg, Germany” as his location and not the Philippines or the SRotP (Socialist Republic Of The Philippines). we were going to be impressed if he was residing in Germany. but then we wondered how he can be a “prime minister” of a country called Philippines when he resides in Germany. we were really getting confused and wants some clarification.

not only is this “prime minister” designation on his profile write-up, he also tweets about it. he apparently takes himself seriously.

IMG_2429.PNGhe considers Jim Paredes, the guy he gave a death threat to as under him, like a subject. we do not know if Jim Paredes knows that Tecson is his prime minister. we also do not know if Tecson is our prime minister. from what we know, Noynoy Aquino is the president of the Philippines, and the Philippines is where we live. (makes us wonder if to Tecson, Aquino is under him or if as prime minister he is under Aquino.)

the other confusing part is that Jim Paredes in a succeeding tweet of his said some people had tweeted him that Tecson works for some engineering department at the city government of Makati, so that makes us wonder – what is his day job? is his day job being prime minister or as a city engineer at Makati? his office mates at makati should feel very, very honored that they have a “prime minister” in their office.

we are not a psychologist, so we do not know what to make out of this, we are also not a spy so we really do not have the ability to get to the bottom of the real identity of Tecson. we are just limited to what we read over twitter.

as an ordinary human, we are wondering :  what is more scary – being jim paredes who got a death threat from Tecson or KC Concepcion to whom Tecson said “I love you” to and keeps a running conversation with her, even though unrequited?

so far this is what Tecson is – a prime minister and a lover of KC Conception.

right, honey?

note : these are all screen caps. they are all real. he has deleted the death threat tweet he made to Jim Paredes but a few were able to screen cap the death threat and were given to Jim Paredes. he has made other death threats, to noynoy aquino and sen tg guingona. he has also deleted those tweets. but he has not deleted his tweets to KC Concepcion. he probably will delete them too after he gets to read this.



comments from twitter:


Globe Telecom charges subs with “data usage” though unused by subs

October 8, 2014 2 comments

in the past two months, my globe mobile has been charged with “data charges”,  P80.00 for one month and the other P90.00.

we had called Globe’s customer service hotline to have the charges reversed. we argued that the owner of the mobile phone is my son, a high school student and spends most of his time in school. he wakes up at 5 am and is in school by 630 am and stay in school until 4 to 5 pm on most school days, he reaches home from 5 pm to 6 pm. use of the cellphone is not allowed in school. not only that, in this particular school, Globe signal is often very weak for calls and text and getting an internet signal from globe is almost impossible. given the prohibition in use of the cellphone and weak Globe signal, data usage in school is an impossibility.

when the student reaches home, we have wi-fi that runs 24/7. at home he has his laptop, an iPad and an iPod Touch that he uses to connect to the internet via wi-fi. it does not make sense that he will use his mobile phone to connect to the internet at home when he has a laptop or an iPad to use. definitely using the laptop or iPad to connect to the internet is much better than his mobile phone.

in net – use of his mobile phone to connect to the internet has no possibility at all in the two places he is often in – his school and his home.

we gave this explanation to the Globe customer service personnel (ID #351759) and he gladly reversed the charges. and just to make sure the same problem does not happen again, we had asked that data connection be disabled on the mobile phone. we did not want to keep calling Globe for the same problem in the future. he told me that data connection was disabled with reference #48438xxxx.

fast forward to the latest month’s bill and what do we find – a new data charge of P85.00!!!

this was shocking! just the previous billing month, we had called Globe to complain and had the data service disabled. we had to once again call Globe customer service (ID#ZTM9xxx) to complain and have the charges reversed! it was precisely the aversion of having to call Globe to have charges reversed that we had the data service disabled and yet here we were needing to do it again. we asked the customer service personnel how that happened and she could not give any explanation.

i have a cousin who had complained about the same data charges on her Globe mobile service. i posted a tweet about it and some told me they had the same problem with Globe.

it has made me think – how many subscribers have Globe charged with unused data charges and got away with it?

let’s do the math – a P90.00 charge per customer for just 1 million subscribers will give Globe an additional P90M in revenues that will go straight to profit! these are “errors’ in billing, no expense for Globe as the subscribers have never used Globe’s data services.  

there are so many things wrong about this. it is plain and simple dishonesty on the part of Globe and victimizing their own subscribers. how many Globe subscribers have ignored these unauthorized charges  in their bills allowing Globe to get away with it? what if Globe made this “billing error” to 2 million subscribers? Globe would be earning at least P180M, a windfall!

there ought to be a law to punish companies like Globe for things like this.


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