T-Mobile Flash Mob Dance Video Connects With Audiences, Makes Me Smile
I don’t like ads that clutter our public spaces. Being exposed to so much advertising waters down the visual arts. It’s also intrusive and doesn’t do anything to help lift the human spirit. The new ad from the campaign “Life is for Sharing” from T-Mobile is the exception.
Capturing the spirit of the Flash Mob phenomenon pioneered by groups like Improv Everywhere, T-Mobile creates a surreal scene in the Liverpool Subway station when over 300 people dressed as normal folk break into dance. Since flash mobs are frequently photoed, videoed and shared online, T-Mobile’s messaging “Life’s for Sharing” resonates with a younger demographic accustomed to sharing viral videos with their friends.
Secretly filmed, the Life Is For Sharing ad begins when the Liverpool Street Station’s tannoy suddenly belts out LuLu’s 1965 hit Shout and a single dancer busts a move.
But as the the amazing scene unfolds a further 350 undercover dancers, positioned amongst regular commuters, burst into a larger routine.
Gradually more covert players join in with the stunt until eventually nearly the whole station is dancing in sequence.
Celeb Choreographer Ashley Wallen took the dancers through an intensive 80 hour rehearsal to ensure they nailed the performance as they could only film a single take.
I love looking at the smiles on the bystanders’ faces. Caught up in the moment, you can imagine the joy and excitement they feel. The video makes me happy to be alive.
