MANILA, PHILIPPINES – Ace Saatchi & Saatchi recently launched a campaign for telecommunications giant, TNT. Kicking off with a digital piece that puts an unexpected paranormal spin on network performance, the agency collaborated with paranormal expert and influencer Ed Caluag, in a video inspired by his well-known ghost-hunting content.
With the majority of Filipino internet users watching videos on mobile devices, mobile has become the primary platform for video streaming in the Philippines. With over 97% of users regularly watching online video, live and interactive formats such as Ed Caluag’s streams continue to grow. This has increased the demand for smooth, responsive connections, where low mobile latency (the time it takes for data from the network to respond to a user’s action) plays a key role in keeping streams seamless and enabling real-time viewer engagement.
Premiering directly on Ed Caluag’s platforms, the video was shot to resemble his regular livestream content, complete with deliberately laggy moments. Set inside an old haunted mansion, the episode follows Ed as he encounters ghosts, only for the livestream to lag each time they appear on screen.
In a stroke of comedic genius, Ed demands an encore, urging the ghosts to “do it again” for the camera. The first, a bewildered elderly White Lady, hesitantly complies. The tension shatters when a looming, Slenderman-like figure breaks character with deadpan fury, calling out Ed’s consistently lagging stream before casually dropping the bombshell suggestion: switch to TNT.
Blending humor, storytelling, and influencer-led content, the campaign highlights TNT’s recognition as the network with the Best Mobile Latency in the Philippines, awarded by the Ookla Speedtest Awards. The work underscores how smooth, real-time mobile connections matter — even in the paranormal world.
