05/04/2009 04:28:28 PM 
(2) 
(2) I think T-Mobile in the UK has gotten it right.
Hear the tagline "Life's For Sharing" and it instantly takes you to that bad place, but this is all about execution and what T-Mobile and its agency clearly understand is the power of actions over words. Make something really happen and people will give you credit all because you proved yourself.
Agencies shy away from this kind of thing because it's a logistics nightmare and not for the faint hearted, but the results can be incredible. Make something real happen and It creates multiple conversations around it and masses of incredible content.
These days proof is the most important thing a brand can offer.
Posted by Ed Cotton
It is for sharing...
Robert, you sound a little bitter? Were you there and they didnt pick you out for a shot? This ad works as well as the Liveropol St dance mob because it is just incredibly happy. It is a bunch of strangers enjoying each others' company. The old Oglivy rule of, "you must know what the ad is about/for" is a bit old if you consider the brand saturation in our society and public understanding of advertising - not to mention their ability to remember. This ad makes you wish you were there but still glad it happened and then the viewer hears the age-old bleep-idy-bleep T-Mobile jingle and it is over. Bang on.
Posted by James Allan on 05/06/2009 03:46 PM
Robert, you sound a little bitter? Were you there and they didnt pick you out for a shot? This ad works as well as the Liveropol St dance mob because it is just incredibly happy. It is a bunch of strangers enjoying each others' company. The old Oglivy rule of, "you must know what the ad is about/for" is a bit old if you consider the brand saturation in our society and public understanding of advertising - not to mention their ability to remember. This ad makes you wish you were there but still glad it happened and then the viewer hears the age-old bleep-idy-bleep T-Mobile jingle and it is over. Bang on.
Posted by James Allan on 05/06/2009 03:46 PM
It appears you don't have Flash installed.
- T-Mobile's Liverpool Street and Trafalagar Square campaigns are rip-offs of the organic flash mob craze that first took off in 2003. Unlike those, these are highly orchestrated in a way that only a marketer could. Can you say that some of the people in this crowd are not actors? - Sorry, but they say nothing about the brand. "Hey Jude"? Err, great. Pink is also T-Mobile's key colour? Err, brill - now how much does it cost to do mobile Facebook again? If they even could have picked a song that says anything about the brand, it might have helped. "Life's for sharing", but what are they sharing? The experience? What? - But it doesn't. They're taking advantage of low current TV ad rates by commissioning an extended ad, but they're squandering the rates, using the spots to say nothing. It's empty, hollow. - "Virality" doesn't work. For those still of the school of thought that you can commission a viral, this one doesn't work. Who wants to share this? Only the people who might feature in the video. The content isn't remarkable enough to spread to friends otherwise.