23.01.09 by Jeff

T-Mobile: Dance

Saatchi & Saatchi created this fantastic viral ad for T-Mobile in Liverpool Street Station with hidden cameras. Many people are being critical of the ad for ripping off Improv Everywhere but in my opinion this is a whole lot more entertaining than Improv’s recent work. You be the judge.

Download the video (mp4) here.

via: kottke





  • http://www.virb.com/peterkeep Keep

    yah I like this a little more than Improv Everywhere’s train station stuff

  • sAkSeNaKeL

    Damn, that’s awesome. I love the old people getting in to it and busting a move (and a hip).

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  • uglyposterboy

    haha, i freaking love it. scarry and fun at the same time

  • http://www.liamjmoore.com Liam

    I remember when that made the news. All these people broke out into a rehearsed dance in Liverpool for T-Mobile. The ad was then on tv a week later.

    One of my favourite ad’s for it’s simpleness and sheer joy to watch!

  • Kyle

    definitely a lot better than improv everywhere’s train station skit. i can see why everyone is talking about this and comparing the two, considering this comes significantly after improv everywhere. but none the less, it was awesome. the sheer number of people that knew the choreography was amazing.

  • GT

    nope, completely disagree. just another case of an ad agency trying to recreate the fun and spontinaiety of something that was ACTUALLY viral – a flashmob that happened at the same station over a year previously. Granted the original flashmob didn’t have the choregraphy, (or the big budget, professional dancers, and multiple film crews) but i’m guessing it was much more special than this. an ad trying to be something it isn’t.

    • http://www.jeffhamada.com/ jeffhamada

      i guess what i dont understand is, what is it that this ad attempts and fails to be? and whether or not this is a viral campaign has nothing to do with whether it was planned or spontaneous. viral is more a descriptor for the way in which people digest it, since this is now an internet video which now has over a million views it would be considered a viral video (spreading like a virus) as opposed to simply airing on television.

  • http://www.jennileemarigomen.com jennilee marigomen

    such joy! love this

  • http://www.jeffhamada.com/ jeffhamada

    there is as much fun in this video as there is in Improv’s work and now that Improv is turning their work into ads for Absolut Vodka i would argue there isn’t any difference and that this one was more enjoyable to watch.

  • GT

    actually jeff, i have to digest this video on TV every 10 minutes or so, as it seems to be on every channel (in England). So for me it was never “viral”. My main point, which I guess I didn’t convey very well, was that the ad agency and client involved had taken an event with the same premise (roughly), in the same location, and just copied it, only with a load more money and and the aim to attach the brand to something fun and original – which, in my opinion, this ad is not (original that is – the public’s reaction is kinda fun – if indeed they aren’t actors as well.)

  • http://www.jeffhamada.com/ jeffhamada

    i never said it wasn’t on television, some ad campaigns are only made for television and this one was definitely made with the internet in mind – it’s an entirely different experience living in England im sure, but for everyone else who isn’t (which is most of us) the campaign is absolutely viral -

    yes they took a premise from Improv’s older work, yes they had money, and attached a brand to it. and i think they did it successfully and the finished product is more entertaining than Improv’s recent work.

    Is it impossible to improve on an “original”? Was Dark Knight more entertaining than the first Batman? They took the premise, they had more money, and attached several brands to it…

    A lot of people are quick to write off creativity (especially in advertising) whenever money and branding are involved.

    The thing I liked most about this ad was it was designed to get the public involved/dancing during the piece which was directly connected to the message.

  • GT

    well in the spirit of this little ongoing debate…

    - and i never said it wasn’t on the internet, i was only speaking from my point of view (its the only one i’m qualified to speak on) and i’ve only ever watched it on tv.

    - i’ve never seen (or heard of) improv everywhere’s work, so can’t make any valid comparisons.

    - by viral i was referring mainly to the organization of the orignal flashmob – which was done mainly by myspace, facebook, and texts.

    - clearly dark knight was waaaay better than batman (and i’m a little dissappointed that that was the best analogy you could come up with) but it was a prequel rather than a remake, so assured its originality. you can definately improve on an original, its just a lot harder.

    - nope, i love creativity in advertising. i just think the bar could have been raised a little higher in this instance. as opposed to coming up with a good idea, they found a pre-exisitng one that had already made an impact and made it their own. this being the my main bone of contention with alot of advertising.

    - it seems jeff, that the only thing we do agree on is that it is a successful campaign – love it or hate it – we both still feel the need to discuss it. impact in advertising assured. i’m afraid though, that i still don’t like this ad.

    - i’m not usually this negative. honest.

  • http://www.jeffhamada.com/ jeffhamada

    dark knight was honestly just something off the top of my head so no its not the best analogy.

    please dont take this discussion personally i like to discuss/debate things like this.

    the debate really stemmed from the fact that this post was to compare this work to that of Improv Everywhere’s and you opened your first comment saying you disagreed (suggesting you had seen their work) and stating “something that was ACTUALLY viral” (suggesting this wasn’t) my response was in regards to both those points. that’s all.

    i appreciate this discussion, this is why i created the site and hope to at some point have a forum hosted here.

  • http://www.liamjmoore.com Liam

    I don’t necessarily see anything wrong with being influenced by viral marketing. It can be a great way for major corporations to make money. Major corporations that the first world rely on day-in-day-out. In light of the current economic crisis, is it not a good thing that businesses are generating awareness and money. How many job cuts have there been in the UK in the last lot of months? 5000…

  • Rob

    I’d say this was better executed than a lot of Improv Everywhere’s work. However, I’d also say that it is less impressive. When you watch Improv Everywhere there’s a certain spark and I think it comes from the fact that they have no other motive than to “cause scenes.” It also comes from the modest budget. The things that, for me, took away a bit of the magic: this is for a product, they used professional dancers and they used professional choreographers. Also, the participation aspect of Improv Everywhere has always impressed me. They say: this is what we’re doing, meet here, do this – and people come! This ad ended up being a little less badass and a little less risky. Was there really any chance that this wouldn’t have been what they were going for? No way. Not with that kind of investment.

  • http://www.hptechniek.nl Malouel

    does anyone knows where i can find the mix from the t-mobile song? i want to use it as the music for the dancelessons i give. already thnks.

  • http://www.flickr.com/photos/thewaste/ mitch

    My Mom’s used to work for Saatchi & Saatchi, the bastards, ha!
    I haven’t seen it on the tube, then again, I don’t watch much television these days either…
    long live comment debates!