Campaign video - behind the scenes at T-Mobile's new shoot

by Kate Nettleton, Campaign 15-Jan-09, 15:55

LONDON - Liverpool Street Station was today turned into a flash mob event by T-Mobile, with hundreds of disguised dancers breaking into a spontaneous dance routine.

The mass dance-off was filmed by ten hidden cameras as part of a new "Life's for sharing" TV campaign for T-Mobile, created by Saatchi & Saatchi.

The ad will go on air during Celebrity Big Brother on Channel 4 tomorrow night.

In a homage to the recent "Flash-mobbing" trend that has spread across social networks such as Facebook and MySpace, a lone commuter began dancing along to a music track that blared over the stations tannoy.

As the track progressed, more and more dancers, all of whom had learned the dance routine in advance, joined in, and encouraged members of the public to dance with them.

Watch the video above to see scenes from the shoot, along with interviews with key Saatchi & Saatchi staff who worked on the ad.

Comments

I am Fartacus! - 15/01/2009

http://uk.youtube.com/watch?v=RgZuHlDuulk

Barack Obama - 15/01/2009

There is a certain similarity there, but I guess the Saatchis one is going to get a lot more exposure.

*** - 16/01/2009

no doubt- also similar to the spontaneous 'Thriller' London underground dance last year. i think it's quite an interesting advertising route and excellent for brand awareness.

Art Garfunkel - 16/01/2009

I don't think Lastminute invented flash mobbing...

Martin Corcoran - 17/01/2009

was the Campaign video filmed on a mobile phone camera? hope the ad itself is better quality

candace kuss - 17/01/2009

http://improveverywhere.com/

werwr wrwerwewr - 17/01/2009

Nice one!but how sales or awareness increased throught this exercise?

Phil Hickes - 19/01/2009

Even though I work in advertising, it's a shame to see something spontaneous, creative and unique be assimilated by the industry and turned into something lame.

Aroo - 19/01/2009

Great looking ad BUT jubilation in a british train station? Maybe South West Trains should bring out a spin-off commercial with the strapline 'life is for sharing - a carriage'