T-Mobile premiered the latest in it's 'flash mob' style commercials tonight (Sat May 2nd 2009) during a specially extended ad breakon ITV1's Britain's Got Talent. It's called T-Mobile Sing.
As with T-Mobile Dance, this ad was edited and on air just 24-hours after it was recorded in Trafalgar Square, with +13,000 actors and members of the public, +24 cameras, hundreds of crew and the kind of technical set up you normally see at a rock concert.
In ad-land they like to make comparisons when describing a product or person. Tesco is the Ford Mondeo of supermarkets, if Gordon Brown were a car he'd be a clapped out VW Beatle. You get the picture.
Well if T-Mobile Sing were a coat, it would be a fab fur-lined number. Which when you wore it made you feel warm, safe, happy and confident enough to get out there and simply talk/connect with people.
This is a lovely warm commercial. How often do you see Trafalgar Square packed with happy smiling people? And choosing Hey Jude as the song just goes instantly to the hearts of this nation. Who doesn't know the words to that!
This adis a national event, at a time when we all need this kind of shot in the arm. You just have to look at the brolly bobbing up and down in the wide shot to know you're in tv gold land. If this ad lacked anything, it was an appearance byThe Queen - singing along as she nattered with Wills and Harry on her BlackBerry PearlTM 8110. But we're sure she's been booked for the next one!
It's on the web where this ad is going to really fly. There's a whole YouTube page: http://www.youtube.com/user/lifesforsharingand a four minute edit of the ad. Expect to see loads of homemade versions of this ad uploaded over the coming days, as people connect with this ads 'life's for sharing' message.
A number of other songs were recorded on the day. And we're sure subsequent ads will make more of the surprise appearance of Pink.