Some months back T-Mobile commissioned an ad to promote its "Life's for sharing" campaign. Saatchi & Saatchi London (T-Mobile's ad agency) came up with one of those simple, clean, huge ideas to accomplish the task. They decided to plant a group of dancers in a busy London underground station and on que have them perform a routine to a few songs. The idea was that people would join in, share the experience with their camera phones, and generally enjoy the spectacle. They were right on all accounts. The first video is the result of the T-Mobile underground dance party.
The second video is a continuation of the campaign. This one happened just a few days ago in London and, in my opinion is the more successful of the two spots. Saatchi & Saatchi didn't use planted performers this time. Instead, they sent out a text message blast to T-Mobile subscribers inviting them to the event. 13,000 people showed up to have a giant karaoke party and sing "Hey Jude." Now I've never seen the Beatles, but I would imagine this rendition of the song would please John Lennon very much—even if it is technically promoting a consumer product.
Advertising doesn't have to be just about product selling points. Good advertising should make people feel something. That's what makes the Sony spot so good, and that's what makes these spots so good as well. I'm not going to change my service to T-Mobile anytime soon, but my perception of the company has certainly changed. Take a look for yourself and leave a comment of your thoughts about the spots. Do you think they are effective advertisements, or just good entertainment?
2 comments:
Josh I agree. It is heart warming to see so many people come together. Very effective! That is good, clean, and wholesome advertising :-)
Ditto what Mandy said. Those are awesome! Thanks for sharing.
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