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The Choreography Behind T-Mobile ‘Dance’ Advert

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By Naved Akhtar     Jan 18, 2009 in Lifestyle
Advertising company, Saatchi & Saatchi filmed an advert for T-Mobile using hidden TV cameras at London’s Liverpool Street station. 350 dancers performed routines as commuters passed through the concourse.
The three minute guerrilla style advert entitled ‘Dance’ is part of T-Mobile’s ‘Life for Sharing’ campaign. The advert was aired just 48 hours after the filming began. Its premiere was during an entire ad break in ‘Celebrity Big Brother’ on Channel 4 on Friday night.
T-Mobiles, Head of brand and communications, Lysa Hardy told Brand Republic; “’Dance’ brings to life the fact that there are often unexpected, wonderful, exciting things that happen that you want to be able to share with your friends and family
“T-Mobile has a strong history of innovation when it comes to product development and customer service, but now with this campaign, we’re making an even bolder statement about the power of sharing, so everyone knows what T-Mobile uniquely stand for.
“This campaign allows us to let people learn a bit more about us as a company on a more emotional level, whilst showing how our products and services are always on hand to enable sharing.”
This ad will run for two weeks which will then followed by a series of ads which provide viewers with more specific product and price plan information.
A dedicated YouTube channel has been created by T-Mobile allowing users can upload videos and view humorous clips featuring celebrities being taught how to do the T-Mobile dance.
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