T-Mobile is launching a campaign that features a “guerrilla-style” ad starring 350 dancers. A three minute execution will take up an entire ad break during Celebrity Big Brother on Friday (January 16).
The ad, created by Saatchi & Saatchi, was filmed over a 36-hour period, when the dancers at Liverpool Street station in London broke into a routine that combines hip-hop, ballroom and other dance styles. It will also incorporate a red button function allowing viewers to watch the making of the ad.
Four T-Mobile staff are among the dancers, after winning their places in an internal competition that involved T-Mobile staff around the UK making videos of themselves dancing. The winners were selected and then attended a “boot camp” in preparation for the filming.
Additionally, a YouTube site, which will host viral films, has been developed where users will be able to upload their own dance videos.
Later this month, some of the dancers featured in the ad will go on a tour of the UK’s major cities.