The Happening

Product: T-Mobile (2009)
Agency: Saatchi & Saatchi London
Production Company: Partizan
Director(s): Michael Gracey
Creatives:
Paul Silburn, Kate Stanners (Creative Director/ art director)
Rick Dodds (Art Director)
Steve Howell (Copywriter)
Diesel Schwarze (Editor)
Ed Sayers (Agency Producer)
Country: United Kingdom

"Up with T-Mobile"

Posted: Monday, January 26, 2009 4:00 PM by Allison Linn, http://adblog.msnbc.msn.com

"You’d be forgiven for not realizing that a new commercial for the British arm of T-Mobile is indeed meant to sell mobile phone plans, or anything at all for that matter.

The commercial opens with an overview shot of what looks like a normal day at Liverpool Street station in London. Within a few seconds, however, music is blaring and the travelers are breaking into dance. As the ad progresses, more people start dancing, the music changing rapidly, as confused and bemused bystanders look on.

At the finale, 350 professional dancers fill the station, dancing wildly and even drawing some of the bystanders in as the company captures the scene on hidden cameras. The full-length version of the commercial, which has aired in the U.K. and is available on YouTube, makes virtually no connection between the dancers and the cell phone provider, and that’s part of its charm."