T-Mobile Dance Flashmob in London

T-Mobile in the UK has launched an advertising campaign with the aid of a flash mob dancing in London’s Liverpool Street Station. At 11.00 am, on Thursday 15th January, 350 dancers surprised commuters passing through the railway station. The three minutes of synchronized dancing was captured on ten hidden television cameras, edited and premiered during an entire ad break in Celebrity Big Brother on Channel 4, at 9 pm on Friday 16th January.

Dancing commuters in T-Mobile Dance television commercial


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.

Click on the image below to play the video in YouTube (HD)

The YouTube Channel

The T-Mobile Life is For Sharing YouTube channel features the 3 minute video, a shortened version, a teaser, footage from the rehearsal (done at night) and reactions from the public. Members of the public are invited to create their own dance videos to share with others, or just watch great dance videos from the world of YouTube in the Dance Hall of Fame.

Commuters with cameras in T-Mobile Dance television commercial

Credits

The T-Mobile Dance campaign was developed at Saatchi & Saatchi, London, by copywriter Steve Howell, art directors Paul Silburn, Kate Stanners, Rick Dodds, and agency producer Ed Sayers.

Filming was shot by Australian director Michael Gracey via Partizan, London, with director of photography Tim Maurice Jones and producer Russell Curtis.

Editor was Diesel Schwarze. Post production was done at The Mill, London, by producer Matt Williams, colourist Paul Harrison, lead Flame artist Andrew (Barnsley) Woods, and Flame artist Jonathan Westley.

Dancing was arranged by Australian choreographer Ashley Wallen, London.

Audio post production was done at 750mph, London.

The eight music tracks used in the Dance spot were “Shout” (Lulu, 1964), “The Only Way is Up” (Yazz, 1988), “Dontcha” (Pussycat Dolls, 2007), “Blue Danube Waltz” (Johann Strauss, 1867), “Get Down on It” (Kool & The Gang, 1981), “Since You’ve Been Gone” (Rainbow, 1979), “My Boy Lollipop” (Millie Small, 1964), and “Do You Love Me?” (Contours, 1962).

  • http://www.thelostagency.com David

    i just watched it for the third time and loved it, just wished YouTube would enable the HD stream I can enjoy it in full screen.

  • http://www.jilldagnenica.com Jilldagnenica

    It’s a lovely idea and a sweet, fun video. Too bad it’s a blatant rip off of Improv Everwhere’s Grand Central Station Performance 2008.
    http://improveverywhere.com/2008/01/31/frozen-grand-central/

    Yes, I realize that these people are dancing and the Improv Everywhere performers are still–but the overall conceptual framework, which I say is “take over a train station with a performative activity to interrupt the hum- drum banality and give passersby a moment of magic and delight” is the same. Saatchi and Saatchi took the idea, without giving cred.

    • Jamesfold377

      So since you said T-Mobile took the idea from Improv Everywhere’d, I guess Improv Everywhere’d took the idea from the people in Belgium who did a dance to “Do Re Mi, The Sound Of Music” long before improv did it.

      • Webster

        Actually, the “Do Re Mi” dance in the Antwerp train station occurred about two months after the London stunt, which was about a year after Improv Everwhere’s “frozen” event.

  • Usque

    Good to use it once in a commercial, but the idea itself is quite old..

  • Bob

    A blatant rip off? So, I supposed anyone who posts a sign board in public is ripping of the first person who ever posted a sign board in public. Intellectual property rights do not include a generic idea. The idea to stage an event in a public train station and use that idea to capture attention is not a copyrighted idea, now could it be copyrighted. It’s just too generic, unspecific. And if you think an ad agency is going to credit a non-profit improv group for inspiring them, you just don’t get it.

  • Alejandro

    THANK YOU!!! THANK YOU!!! THANK YOU!!! For TRACK LIST..