the t-mobile dance


I LOVE THIS!

I actually put a casting out for this advert on my group; POUT!

To see the songs in the t-mobile dance viral click here (or scroll to the bottom of the page 🙂

The t-mobile dance advert is one of the best adverts I’ve seen for a long time. I saw it whilst talking to a friend on the phone, whilst celebrity big brother was on TV in the background on friday night and had to stop talking to her, and then describe what I was seeing…. I thought it was something specifically to do with big brother at first and couldn’t believe my eyes. I think this will end up being a top viral video too…..

This clever viral ad for t-mobile as part of the ‘Life’s for Sharing’ campaign was filmed in Liverpool Street Station some 24 hours before its premiere on channel four and took months of planning. I love the element of surprise and seeing the general public’s reactions. The video, just short of three minutes, shows just one person breaking into dance at the start before what seems like a flash mob effect. It’s very well choreographed as the dancers are at all different levels adding to the spontaneous/surprise element. Ordinary people seem to break out into dance too, including old ladies – everyone loves a big song and dance!

Hugely successful viral/you tube videos have often included dance routines, infact for some time the most viewed and favourited video on you tube of all time was the evolution of dance by comedian Judson Laipply. It was added to YouTube on April 06, 2006 and has since gone on to attract millions of viewers (111,051,664 at my last count), even now there is a new comment every couple of minutes. The video condenses pop culture dance crazes of the last 40 or so years into a very funny 6 minutes.

Other hugely successful user generated videos have included dances routines such asbest break dance ever and the thai prisoner’s re-enacting michael jackson’sthriller

Viral hits that contain the same element of surprise as the t-mobile advert are wedding routines which are hugely popular (such as these; Wedding Thriller Dance, cool wedding dance, wedding first dance they almost always appear to be spontaneous much the same way as this t-mobile advert but are of course pre-rehearsed.

The element of surprise in all of these dance routines and also the fact that the viewer can relate to the people dancing (rather than watching a hollywood star) make these videos very watchable and have a certain magic. Check out this video of standers by straight after the t-mobile stunt was pulled;

The fact that the t-mobile dance was also a ‘stunt’ means that many by-standers have also filmed the event which re-enforces it’s viral objectives – guerilla marketing is certainly the way forward it seems!

So were Saatchi and saatchi clever to exploit this viral trend or are they just good at watching what’s hot? You can read what they had to say about it here

Liverpool street was definitely the right location for them to choose as it has been the site for similar events previously (but these were not attached to a brand!) In 2006, a similarly large crown all turned up and danced silently to their walkmans at the same time before disbanding; silent disco. The station also had a large gathering on the last night before the drinking ban on london underground stations; Liverpool street station booze ban

Songs
Songs used in the t-mobile dance viral advert

  • Shout – Lulu & The Luvvers
  • The only way is up – Yazz
  • Don’t Cha – The Pussycat Dolls
  • Blue Danube Waltz – Strauss.
  • Get down on it – Blue (I think rather than kool and the gang?)
  • Since you’ve been gone – Rainbow
  • My boy Lollipop – Millie
  • Do you love me – The contours
  • CHOREOGRAPHER was ASHLEY WALLEN
    Credits include – Kylie Minogue, Will Young, Jamelia, McCain’s Chips TVC & Alesha Dixon
    DIRECTOR: MICHAEL GRACEY

    Links:
    See some more wedding dances here; top ten wedding dance videos

    Viral Marketing Definition in wikipedia

    Top 20 viral videos

    VIRAL SOCIAL MARKETING IDEAS FOR BORING INDUSTRIES

    What makes an idea viral? (Seth’s Blog)

    Wiki Viral Video

    viral marketing blog (plus cupcakes, photography and funny nights out)

    Adver Box advertsing blog

    Advertisements

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    7 Responses to “the t-mobile dance”

    1. Jorge Says:

      Thanks for this one. 🙂

    2. Ren Says:

      Thanks for the song list.
      The ? is the Blue Danube Waltz, by Strauss.

    3. lornsadaisy Says:

      thank you ren, i have updated the post x x x

    4. richard moral Says:

      hi where i can get the full song of this comercial tnx..

    5. ray19 Says:

      “Get down on it – Blue (I think rather than kool and the gang?)” It is Kool and the Gang.

    6. 2010 in review « Lornsadaisy’s Blog Says:

      […] The busiest day of the year was April 8th with 71 views. The most popular post that day was the t-mobile dance. […]

    7. used tmobile phones Says:

      Awesome, I enjoyed it. Thank you so much for sharing this one. I’m looking forward for more posts coming from you.

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