T-Mobile ad features 350 dancers at Liverpool Street station for TV ad

by Fiona Ramsay, marketingmagazine.co.uk 16-Jan-09, 08:43

LONDON - Mobile operator T-Mobile is launching a new brand-led ad campaign this week, with TV ads featuring 350 dancers breaking into a mass dance routine at Liverpool Street station.

The ad, created by Saatchi & Saatchi, was filmed 15 January and airs tonight night as an ad break takeover during Celebrity Big Brother on Channel 4. The dance ad campaign promotes T-Mobile's ‘Life's for Sharing' strapline

The filming of the advertisement was done in ‘guerrilla-style', with hidden TV cameras placed around the station to capture the spontaneous reactions of London commuters.

Viewers seeing the advertisement on television will be able to use their red button to view extra footage of the making of the advertisement.

T-Mobile has also created a YouTube channel (www.youtube.co.uk/lifesforsharing) where people can upload videos, and see humorous clips featuring celebrities being taught how to do the T-Mobile dance by dancer and choreographer Bryony Albert.

Following the premiere of the full-length ad tonight, a 60-second version will run for two weeks, followed by a series of advertisements which start to weave in more specific product and price plan information.

Lysa Hardy, head of brand and communications at T-Mobile, said the campaign would connect with its customers in a new way, focusing on sharing ‘feelings and experiences'.