Sunday, January 18, 2009

T-Mobile: Life's for sharing

T-Mobile unleashes guerilla dance routine at Liverpool Street

Saatchi & Saatchi's latest ad for T-Mobile will be on air less than 48 hours after being filmed this morning at London's Liverpool Street station, where 350 dancers performed routines as commuters passed through the concourse.

'Dance', created by Saatchi & Saatchi London, was produced using hidden TV cameras within the station, which captured the spontaneous reactions of commuters as they watched the dance troupe perform.

The three-minute guerrilla-style ad, which is part of T-Mobile's 'Life's for Sharing' campaign, is to premiere during an entire ad break in 'Celebrity Big Brother' on Channel 4 tomorrow night, less than 48 hours after filming began.

Lysa Hardy, head of brand and communications at T-Mobile, said: "'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.

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