Tuesday, January 20, 2009

Grandmaster Flashmob

No top international club DJ - not one with any credibility anyway - does requests. So it looks like I will never make it as a top international DJ, since all it took was a couple of people asking me to feature the new T-Mobile ad, and here it is.

In a way, what I think about it doesn't matter. In just four days, it has nearly 900,000 views on YouTube. It also has nearly 2,500 ratings - averaging the full five stars.

So it clearly works - people like it, and they're sharing it.

For the record, although I love to see agencies trying something different, I don't like this ad... purely because those improv everywhere / flashmob things give me the willies. It's just a personal thing. I also don't like horses or broccoli.


Anonymous said...

Is it me or is anyone else bored of this ad by t mobile?

It's okay, the fact they've built it up to be some great thing is sad.

Flash mobbing is so fucking lame and old anyway.

If you type in 'Unexpected Performance' you'll see where they've nicked the idea from anyway.

Anonymous said...

Seems like Scamp and first anon are out of touch with the public. Not a good place to be given we in this business

Anonymous said...

This ad seems completely unremarkable to me and yet I've been forwarded it by non-advertising people as if it was of independent interest. It makes you feel out of touch it does.

Anonymous said...

evolution of dance meets grand central.

Anonymous said...

the thieving gypsy bastards

Anonymous said...

I think this is just WRONG. how can we have some huge debate about that tfl stuff and then not pick up on this. They have bought NOTHING new to the table. It is therefore theft.

If anything... they should have hired and paid improveverywhere to perform.


Did this piss anyone else off as much as it pissed me off?

Anonymous said...

Hate the fake sponataneity of this Fisher King flash mob...dancers posing as uneasily as commuters in clothes that don't look like they are their own. You can sense them waiting or the director to shout "Action" It remimds me of those Sanatogen ads where a granny in a coat and scarf does a back flip.
- the whole thing is knocked into a cocked hat by the closing titles of Slumdog Millionaire

Anonymous said...

lastminute.com ring any bells.

oh well i suppose it's a case of not who created it first but who created it better.

(still robbing gits though)

Anonymous said...

public isn't as harsh as us ad folk. they don't care if its been done before.

Anonymous said...

It's all been done before of course and without a twist flash mobbing will go down as one of those fads - a little like morphing was in the late 90's.

I've saw this idea at least five times for different clients last year.

But this one is well done - which is probably why it's getting hits.

There must be more original stuff to discuss surely?

Anonymous said...

"For the record, although I love to see agencies trying something different"....

Thats the problem, its not different, been done before, will we see an end of this constant no brainer agencies ripping off successful youtube videos?

saw this the other day and almost cried!


Anca said...

I’m waiting for the first 2 hour long ad.

-“Have you seen Gladiator?”
-“Oh god, looong ago.”
-“I mean the ad, not the film.”

Anonymous said...

My new years resolution is to not be nasty about other people's work.

Anonymous said...

I don't like lampreys. Eew.


Anonymous said...

im first anon and in response to second anon, you seem to be smug for no reason, as all other comments have also said the same.

Anonymous said...

This ad firstly is DIRECT rip from a brilliant stunt, which funnily enough was done in a STATION - so it is a terribly uncreative ad, but like a lot of good 21st Century TV ads steals from creativity - http://uk.youtube.com/watch?v=jwMj3PJDxuo

Second, why I for me this ad works is that it is inclusive - meaning, if TV is going to have to compete with digital in any way for money (and especially in this economic climate) TV ads are going to have create a sense of community and interactivity, a sense of togetherness, which, I feel, this ad does really well - it captures the imagination through engagement.

However, it is still some other persons idea and not Saatchi & Saatchi's - let's hope this does not win anything creative because as good as it is, it is not original!

Anonymous said...


I have it on good authority Horses think little of you too

Anonymous said...

It makes you think about TMObile a lot more than those terrible old 'kids wandering around a soft focus urban utopia world' You know the bendy window dross that you probably thought was for vodafone or orange.

Felt there were too many dancers and not enough public, felt it went on too long, and thought it needed more of a twist, but there's a lot worse out there.

Have you seen the Vodafone dominos ad (that they had done before online a few years ago incidentally) or the o2 smiling garages ad. they are complete gash.

Anonymous said...

I think that ad agencies trying to ride on the back of fleeting trends such as flash mobs, is like the proverbial Dad dancing at a wedding.

Anonymous said...

Sorry, but this is brilliant.

Pisses all over the Honda live ad from a great height.

There's not one punter out there who wouldn't have been left entertained and stunned by this ad.

Anonymous said...

Forgetting the blatant ripoff from Improv Everywhere... Can we discuss this statement:

So it clearly works - people like it, and they're sharing it.

So people only share stuff when they like it? What about the "Happy customers tell their dog and their dealer, upset customers tell 20 million people" thing???

Anonymous said...

You only have to go to a research group to see that the general public are far more comfortable with stuff they'v seen before.
Just before you throw yourself through the mirror and call them all cunts.
Ooooh hark at me all sweary.

Anonymous said...

Here is this same old debate, and it's really running out of legs in my mind. T-Mobile have taken an idea and used it effectively for their ad.

Lastminute.com used a musical for their campaign.

That Improve Everywhere idea uses people taking off their trousers on the subway.

T Mobile uses dancers playing out a routine.

The common thread is that they are played out in public, and the camera captures reaction from passers by.

This was done by Jeremy Beadle years ago wasn't it? And Candid camera used to do similar pranks. Jackass have done public improv when Knoxville and Spike Jonze dress up as old women.

So what - every subsequent use of public reaction in a film becomes plagiarism?

Just because a technique or device has been used before, doesn't mean it can't be used again.

If that were the case, then there wouldn't be much else out there that hasn't been done before.

Did the same people that criticised this ad shout bloody murder at the screen when watching that scene in the Untouchables? The one where the pram rolls down the stairs? It was used in Battleship Potemkin, so surely Brian De Palma should be hanged drawn and quartered!

If T-Mobile took the exact piece of music and used the same moves, then there would be a case, but nobody has presented any evidence to suggest this.

Anonymous said...

Anon - 11.35

You're right - it definitely needs more of a twist.

And a Mash Potata!

Shoot me now.....

Anonymous said...

Flash mobbing is so three years ago.

It's a step in the right direction but the idea needs to feel fresh.

Nil point.

Anonymous said...

First anaon. I was referring to the comments form the public. They love this ad. Ad creatives opinions don't count. Haven't you heard - Brands are owned by consumers now

Anonymous said...


You're clearly involved with this ad. But why are you bothering to justify it when it's got so many hits? You must have known that this ad was a blatant rip off of stuff done before - and your argument is about as lame as your choice of music. People doing a dance routine as one in a public space has been done before. But who cares other than frustrated adbloggers. Are you doing ads for consumers or awards juries? If it's the latter then I'm afraid judging by the comments here, unless Mr Silburn can swing a few favours then you're out of luck. But 900,000 hits is something to be proud of so well done for that.

that french saying said...

First off, Horses are weird and scary. One day they'll evolve to walk on two legs and we'll all be fucked.

Second, I know what people mean about it being not new or whatever, but it is a decent ad that was well executed.

I'd bet my left nut that the creatives had the idea ages ago, it's just that clients are often slow on the uptake. Not the other way round.

'Can we research that?'

Three years later.

Anonymous said...

saI started off as a sceptic. Here was a brand ripping off a whole load of YouTube content, from the Rick Astley flashmobs to the Filippino inmates dancing to Thriller. Then I saw the people watching, filming, texting and sharing it. This wasn't just a metaphor. They actually showed how 'Life Is For Sharing'. I hope there's a follow-up to capitalise on all the attention and goodwill they're building. (Can't believe I'm writing this about T-Mobile...)

Anonymous said...

12 21 Come on. This isn't a pastiche. It's just a direct copy.It hasn't added anything, given me any thing I haven't seen before and as far as I can tell doesn't have much to do with the product. They've changed the music (although I think you'll find someone else did that). If it's got to the point where changing the music of a piece of film counts as creativity you might as well hire an ipod shuffle to be CD.

Anonymous said...



Anonymous said...

Come on, this is pretty close to Berocca, really. A load of monkey shit that makes me fucking cringe. All those 'members of the public' with 'smiles' on their faces as they 'film' the load of old shitola. It's just fucking embarrassing. And the worst thing is the camel-cunt message at the end: Life's for sharing? Is there anything more fucking generic and limp as Tony Hart's cock? Nope. Can everyone involved just poo off to cockland? Oh, you already live there, infact you're all the mayors of cockland? Right. carry on then.

Anonymous said...

seems you and IF THIS IS A BLOG are running the same theme on blatant copying.

i saw this T-mobile thing during big brother the other night. and my first thought was, "Fuck this is long".

my second thought was "i'm about to fart".

john p woods said...

Cheesy and corny. Some will think it's wonderful. Go figure.

Anonymous said...

You guys are all talking as if more established flash mobbing groups invented this kind of thing themselves. They didn't. They developed it from other people's ideas.

Anyone remember this?: http://uk.youtube.com/watch?v=vGtCMzdNV60&feature=PlayList&p=369534216B36AD04&playnext=1&index=6

Anonymous said...

The CD of T Mobile's agency is the bloke who thought it was Ok to stick the words 'Life on the Playstation' on the end of a Big Train sketch. I wouldn't have thought he's losing any sleep over the rip. Probably quite pleased at the reaction.

Anonymous said...

I have nothing to do with the campaign.
I just like to follow things that happen in advertising, as it's my job to do so.

Anonymous said...

people watching it will interpret on the level of:

"t-mobile is now all about singing and dancing innit? it's a bit weird. and it goes on a bit. it's for for the teenagers and stuff. i want a proper mobile phone company. not high school musical crap at a station. what's it all about? why don't they talk about coverage and price? show me an iphone and tell me i can get it cheap

The level we're discussing it on i.e. it's providing opportunities to live the brand idea rather than a didactic narrative explaining it is a load of adland toss.
it's a self indulgent, over complicated bag of arse.

Anonymous said...

I love how the TV grab gets 900k viewers and the official version, of far better quality and supported bu ad buy and PR promotion 'only' has 300k (yes, that number would be a success for most).

As to who is watching - Females between the ages of 15-20, according to JonJon who came and commented on my blog about the viewer stats from YT. I'm pretty sure that's not Scamp's demo.

Yes, it's a riff on Improv Everywhere, but it's FUN!

Anonymous said...

12.55 - 12.21 here.
Please find me something that exactly replicates the ad. I'm not saying it hasn't been done, but nobody has put any links up that suggest it's a copy.

If you find one, then I will put my hands up, but so far the links have been varied enough that I don't deem them to be plagiarism.

Anonymous said...

It's shit, can we move on to something else, we've had some decent posts on here recently.

Anonymous said...

@ Anon 12.55pm

Wish MY CD was as intelligent as an iPod Shuffle.

Anonymous said...

Well the public love it.

Isn't that the point?

Anonymous said...

i first saw this when a friend texted a clip of it recorded on his mobile. he was walking through liverpool st when it happened.

not bad for a mobile phone company.

and he did share it?

now matter how you skin it, it's not that bad.

Anonymous said...

Thieving? Isn't that the only way to get a script bought these days.

"we've got a youtube clip"

Anonymous said...

it wasn't real or live or spontaneous or a surprise to anyone so it was pointless, it might as well have been 400 am dram'ers dancing badly to a shit music medley in a village hall. why was it set in a train station if it was faked? it was sanitized and soul less, even the cutaways looked fake, it was done 100% for the cameras, not as an ambient piece..which makes it utterly utterly pointless. shame because their carlsberg wives was genius

Dan said...

Irrespective of whether it is original or not it is the first time (that i am aware of) that an agency has used Flashmobing in a TV ad.. surely that deserves something?

Also i don't think you can deny that the ad works well in context of the end line - life's for sharing

originality 3/10 but for the rest of the nation that dont work in ad land (or at least in central london) it probably feels pretty fresh

]-[appy Thought said...

What about a midget horse?

Anonymous said...


These took 30 seconds to find on youtube.




There are shit loads more for you if you want more convincing. I'm not against plagiarism in advertising at all, I actually think it's a necessity. I just hate it when creatives big themselves up.

And what about this for something, admittedly slightly different but still similar.


Anonymous said...

I find it embarrassing and hard to watch.

My toes curl, especially with all the 'incidental' cut away moments.

Makes me cringe, like the thought of my Nana and Grandpa having a '69'.

Anonymous said...

Horses are not threat, even if the evolve to walk on just two legs. Their brains are really quite weak and their legs snap easily.

But to return to the topic, I don't like the T-mobile ad. I just didn't find it very interesting. Feels very much like the client said "I want to own the break with a stunt, just like Honda. In fact, we've booked the media and it's got to run in a fortnight."

Anonymous said...

I think it's more like the client said 'rape my eyeballs with a crocodile's cock'.

Who cares if the British public like it? They're thick as fuck. Don't give them what they want, give them what they need: a proper education so they understand how dreadful shit like this really is.

Anonymous said...

some big racist flashmob thing going on in wshington at the moment. so unoriginal.

Anonymous said...

Scamp, have to doubt your judgement on this one. Broccoli can be delicious, especially in a stir-fry.

Anonymous said...

It is not hard to get a load of youtube views if you have a banner on the homepage.

There is a 'symphony orchestra' banner on the homepage and that video has had nearly 900,000 views too. Did that great a lot of 'noise' online? Possibly in orchestra circles it was huge - I have no idea though.

Back to the T-Mobile ad. I thought flash mobs were about a spontaneous moment where people come together. This looks like a lot of professional dancers with some members of the public in a choreographed routine. It smacks of 'hey - let's create a flashmob in controlled conditions'.

I thought the Sony Bravia ad with the bubbles captured a brand creating a 'moment' much better than this.

Anonymous said...

I hate this ad, but five years ago i may have liked it. Flash mobs are so old news. typical of a sucker brand like T Mobile to jump on the lots of people having fun bandwagon, i'm surprised they are not all holding their t mobile video phones in the air. Stop the stunts! they are getting beyond done.

Anonymous said...

Hits don't mean it's good, look at the top youtube hitters, laughing babies and cute kittens.About as entertaining as watching a load of thespians dancing in a station.

Anonymous said...

A truly extraordinary, weirdly bitter set of reactions. Think about the target for this ad. It's not about reflecting the very latest trend. It's about creating a simple, feel-good moment for a mainstream market. And it does that spectacularly well. T-Mobile aren't chasing a deeply cool positioning. They're trying to make a straightforward point about a universal truth (albeit a particularly bland one). It's not a work of genius, it's not hip, but it is good. The form is generic enough for plagiarism to be a total non-issue here. Cultural influence isn't plagiarism in the way that nicking an application directly from a small tech company is.

Anonymous said...

I so agree that flash mobs are creepy in a nasty excluding kind of way. This is a really, really horrid ad. It's so disgustingly phoney and then completely unrelated to the thought that attempts to tie it to the product. So what that the man in the street likes it. As Sid Vicious said: I've met the man in the street and he's a cunt.

Anonymous said...

"nearly 900,000 views on YouTube
(...) they're sharing it"

People also share aids and many other disgusting things.

That's why "sharing" always makes me suspicious.

Anonymous said...

What's the difference between this ad being influenced by flashmobs and say Honda Cog (Fischli and Weiss) or Sony Balls (Letterman)? You tossers gave them tons of gongs

Anonymous said...


It is a bit old hat, but tbh it is STILL very now. I didn't like it at first but I realise I could still watch it over and over + it has used the power of online (which is the very point I suppose). Compare that to the VW kung fu ad which is 10 years old a la Matrix and very boring.

The 'Unexpected Performance' thing is so cringeworthy in it's execution though 10.13

john p woods said...

'I also don't like horses or broccoli' - Just so wer'e clear does that apply to Mr. Ed and Cubby, Scamp?

Anonymous said...

T-mobile aren't afraid to take take whats been done and recycle it, check out what they did in germany with paul potts appearance on uk got talent. And this got great reviews here, everyone thought t-mobile was great and they also now think paul potts is great. this is what they are doing with their brand.


faris said...

oh i don't know anymore. i'm getting bored of this fight now.

First - nothing is original:


secondly - if we the industry pan it but we the people love it - what the hell are we all talking about?


creative idea is stolen - no doubt. strategic idea - that phones are input devices that capture and propagate /share things you see that are remarkable - is spot on.

Richard H - care to comment on this?

Anonymous said...

or we could all get our heads from out of our arses and see it as a lack luster brand doing something interesting and pushing the way we communicate with people one step in the right direction.

Anonymous said...

I was at college setting a brief today. The Course Leader was talking to the students about various noo media opportunities, and cited this one as great piece of work 'for O2'

So there you go. Good? Bad? Rip off? Inspired? Whatever. If it don't work for your brand, it don't work.

Anonymous said...

i love being in advertising. We sit around thinking we know best then someone does something that the public loves (and they blatently do by the number of hits and comments on youtube) and we all think its shit just because we didn't so it ourselves. So what if flashmobs are old news, no-one has done it in an ad before. And i don't remember the improve peeps doing it on that scale.
I applaud those involved. I loved it. My kids loved it. My friends in the real world love it. The only people that dont seem to be everyone on this blog.

Anonymous said...

The Guy above

engagement....the cliche of our time.

what is engagement? a couple of hundred punters in Liverpool St taking snaps of it and telling their mates? no.

engagement is producing something good so it gets lots of hits on You Tube. Kind of a like a great TV ad does – still. So really the jobs still same – do something good enough that people want to watch it. That's the definition of engagement. Not 'something other than TV'.

It isn't, however, that good an ad as there are around 5 or 6 flash mob ads at the mo. All pretty much the same.

Anonymous said...


You obviously haven't been paying attention to the flash mob procession of ads lately. must do better.

Anonymous said...


The scene in The Untouchables was a good, oooh, 70 years after the Battleship Potemkin. so your example doesn't really hold up

Whereas there's been four or five flash mob ideas lately.

in other words it's boring now, do something else! Or maybe you'd like to see another one next month?

Anonymous said...

Boring as hell. I've seen this done, non-branded, better.

Yeah this solves the problem, but is it creative?

Surfing the web for ideas is not the same as old fashioned real creativity that shows us something we haven't seen before.

Anonymous said...

I hated the gorilla more.

Its his fault, all this youtube copying bollocks.

Ciaran said...

There is nothing new under the sun.
It would be lovely to see something original from all these critics. Too busy whining.

The real original ones are off trying to create something original.


Anonymous said...

Can somebody tell me the difference between this advert and an episode of Michael Barrymore's 'My kind of people'??

I genuinely cant see the difference.

Anonymous said...

I have a mental image of the majority of you lot as the ever so clever art students sitting in the canteen, smoking roll-ups, and holding forth on points that only your equally dull mates sitting opposite give a shit.

Scamps Ad of the year, your beloved VW ad is a rip off, there are very few ads that aren't, at the very least, 'inspired' by a recent cultural moment.

The vast majority of you guys are out of ideas and out of time.

The quicker this recession takes some of your agencies under the better.

Anonymous said...

Talking of blatant theft have you seen the new vision express ad from MCBD. Apart from being like 'irritating eyes' it totally nicks this from this.


Provato said...

hey scpamp, what do you think of that>


is it a rip off of the Hovis and the Johnny Walker ad?

and what do you think about using the hippy movement and the Wall for a commercial in this way? Especially now that people are negative towards multinational brands...


Scamp said...

provato, and everyone, I think we all know that nothing comes from nowhere. The real question should be... is it good? Yes, partly that is determined by how fresh it feels - better to use a little-known reference, or if a well-known one, change it a lot - but partly it's also how well it's done, how on-brand it is, etc.

Anonymous said...

Here's an idea for you, Scamp: Anyone slagging off other people's work has to post their own most recent, or even best ever, piece of work.

It's easy to criticise (and there's nothing original about it), it's not so easy to get a decent ad out, as anyone actually working in an agency should surely know.

I think the T-Mobile ad's OK, i'd put it on my reel in a second.

Anonymous said...

The general public loves Jordan (dead shark eyed twat), the X Factor (laughing at mental people), Eastenders (tired, politically correct bollocks) and Chris Moyles (the fat, arrogant, talentless c*nt haten hate hate). So if they love this then it probably means it's shit too.

Anonymous said...

Faris is right. He is the only one that makes a proper argument in terms of who we create ads for.
I don't care if its been done. No, really adwads, I don't. Because improv everywhere got it from a small group of people in San Fran who started flash mobbing, but you adwads seem to choose to start your debate at certain periods in time that suit you-IE improve everywhere are okay because they got more exposure.
I enjoyed the T mobile ad. And i bet you guys did too and hated that you smiled so you had to find something to pan it.
Yes it's been done. So?
I am not going to reasses my enjoyment because a load of ad insiders are outraged.
People do cover songs all the time.
Come on bitches let your incestuous anger flow like a friggin set of south american rapids. idiots.

Anonymous said...

11.16 let's take this slowly. Over the past year there have been four or five flash mob ideas - all more or less the same. Got it now? cheers.

Anonymous said...

@ big dan


Last minute.com did it in late 08. And there have been others. that's the whole point.

Mister Gash said...

Is it just me....?

There are two spots on this player.

One of the ideas is in The Book. The other - no disrespect to T-Mobile - probably won't be.

I'm not saying D&AD is the Be All And End All. It isn't.

But 70 or so people have got themselves in a lather about one of the spots.

And nobody has even referenced the other.

Thank goodness this isn't a link test otherwise the C4 work would be dead and buried.....

Anonymous said...

10.00 what's an adwad? speak english! No one is saying the ad wasn't enjoyable. It's just been done a lot as an idea over the past year. As someone pointed out, it's because the You Tube clip has been around a year or two and so predictably quite a few agencies have been scrambling to do it and all the stuff's ended up coming out at the same time. still them's the breaks, and it the bottom line is it still ain't that original.For example, why didn't we discuss the Lastminute.com ad that came out three months ago and is the same idea. At least those guys got there first. I think.Scamp - put some stuff up that is at least stimulating will yer?

Anonymous said...

The kids from Fame did this kind of shit much slicker.

Anonymous said...

@ coward 10.55 (put your name down)

the lastminute.com ad is a flashmob, yes. I apologise for my oversight when i suggested no ads had used a flashmob.

The difference i feel between the two though, is that the t-mobile one wasn't a performance that people watched with no participation, but a performance people were encouraged to join in with.

The 'idea' (we are all about ideas still?) isn't 'flashmobbing' but seems to be 'life is for sharing', hence the public joining in.

So flashmobbing seems to be just a form of execution. Like 'surrealism' or 'animation' etc... There's a new claymation spot out for Lynx, with the cavemen. Levi's did it with Mr Boombastic 15 years ago. Are they robbing bastards? Or is it just a similar form of execution with a completely different idea?

Please 10.55, enlighten me.

Anonymous said...

'Big Dan'.

Er, Big Dan is hardly giving much away is it?

If you can't see they're the same idea then I feel sorry for you. The only slight difference is one features dance and the other theatre.

And naturally people will join in more if it's dancing. By your book this makes it a different idea.

Oh dear.


Giant Pete (I feel hard as nails now)

Anonymous said...

flash mobbing is the idea. and you don't make it different from another flash mob idea by crowbaring in something about sharing. come on, we've all done it. and this is a classic case. to compare it to using an style of animation is dumb.

What next? a mime flash mob idea? an acrobat one? all different ideas clearly....!

Anonymous said...

Giant Pete,

You dont seem to know the difference between an idea and an execution.

Anonymous said...

9.56 anon said "Yeah this solves the problem, but is it creative?"

Which makes me wonder. Why do we think it's more important to be creative than it is to get the job done?

In fact, if the job's not getting done - can we really even call it good creatively?

Anonymous said...

Big Dan (does this cover up an insecurity?)

I'd love to see your book. Does it contain ten ways of making a flash mob work?

Small Dave

Anonymous said...

Just seen a poster 'Kiss your wife in places she's never been kissed before. Bournemouth' for South West Trains.

A teensy bit like -in areas - 'Kiss your wife in places she's never been kissed before' by Legas Delaney in the 90s.

You've got to let Saatchis off the hook. Compared to South West Trains lower-than-low outright thievery, they deserve a mere slap on the wrist.

Anonymous said...

@ Big Dan maybe there should be a new category in Creative Circle 'Best Use of a Flash Mob'. What d'you think?

Anonymous said...

All these comments are pretty negative.

I think it's pretty cool actually. There are hardly any 'original' ideas in advertising anyway, and even if the whole flashmob thing has been done before, it's never been done half as good as this t-mobile ad.

This ad made me feel really happy. The bullying and bitterness of some of these comments made me feel sad.

It just an ad for christs sake. Get over it.

Anonymous said...

think you're missing the point - it's not a 'bad' ad it's just one of quite a few flash mob ideas around at the mo. think the neg comments have been aimed at people who don't think, bizarrely, think this is an issue.

Anonymous said...

I really hope that no clients are reading this comment board, Scamp. It will only confirm their already-deeply-held suspicions that most adwads (love that word!) are award-obsessed solipsists who don't give a f*ck about their business.

Is this ad "cool"? Is it "original"? Discuss. Whatever.

But do (real) people love it? Yes (read the comments on YouTube).

Will this ad do good things for the T-Mobile brand? Absolutely.

Anonymous said...

this is so old, if you gonna borrow (nick) an idea at least make it one loads of people havnt seen.
And its nothing compared to the freestyle freezes - their was a great one done at waterloo and grand central stations.

Anonymous said...

This unashamed feel good ad has caught the mood of the nation. (2 million views and rising.)

It makes people happy when the world conspires to make them sad.

Unlike the bitter comments on this blog.

Advertising is not how clever you think you are, but how you make people feel.

Anonymous said...

5.56 No doubt you're involved in this ad somehow with comments like that. You should do voiceovers.

PS this is an ad creative blog (mainly) and so we do discuss what is award-worthy, surprise, surprise. much as it draws criticism from overly-precious clients, agency people involved and apologists for mediocrity.

This idea was done by Lastminute.com already the back end of last year. and, as someone has pointed the first flash mob idea (the freeze) was done about 3 years ago now. It's been done well for T-Mobile, but it's tired as a concept.

Why don't we talk about the Coldplay video instead? Absolute brilliance, originality, and 3.5 million hits so far....

Anonymous said...


your comment is utter garbage. people who care about the (creative) business will laud the work that is truly great. and criticize the work that isn't. it's people who laud 'ok' work who don't care about the business.

sony 'balls' for example - worldwide impact, not done before (in an ad), beautifully linked to the product so great ad. and worthy of a lot of praise.

Anonymous said...


Take your point, but mine is simply that too many people on here don't quite realise what "business" they are in.

The second comment nailed it -no use being cool and creative if you're not connecting with your audience.

Also, your use of "(in an ad)" rather weakens any argument which is based on pure originality.

"Balls" -ripped from Letterman.

"Rabbits" -ripped from Kozyndan.

But they are deemed acceptably cool places to knick from, so its ok right? (I know this argument rages elsewhere...)

love, 1:50

Anonymous said...

8.35 fine, but my issue isn't whether something is pure originality - balls was I think better than the original concept as it had a coherent message, was shot beautifully, music was perfect, etc.

Rabbits I never liked anyway, and there's your answer I think - if it's great and done brilliantly who cares if it's ripped. (except maybe the originator!). Cog is another example. Morally it probably is wrong, but the counter argument is most artists don't get a day or so to come to a solution.

The nightmare comes when everyone in the ad business is doing the same thing. then we have to criticize the repetition. why wouldn't you? flash mobbing, as opposed to an obscure feature on Letterman, is surely too obvious a thing to use? it's been around for donkey's. It's tired. That's my issue. I don't care how well its done.

The 'creatives don't give a fuck about the business' thing is a damaging cliche (much like 'clients don't give a fuck about ideas') and meaningless to me. I believe doing a great award winning ad (notice the 'great') is brilliant for a client's business. I also believe most creatives try to make whatever they do actually work like a bastard by making the idea as strong as possible. Why wouldn't you? Everyone wants to be popular. Some don't tho, and I hold them in the same regard as you.

A lot of planners, bizarrely, seem to think only they care about the ad working.

Anonymous said...

It's not a great ad.

It's something bigger. It's the start of a proper campaign.

It's gonna do really well.

Anonymous said...

I hope by start of a proper campaign you mean more than this tired concept appearing on the telly, and moving posters on the tube.

Anonymous said...

Flashmobbers: The ugly, twee, silly little children of social disobedience.

If your journey home last Friday involved traversing Liverpool Street station, then you were shit outta luck. The station was forced to close for an hour and a half, from 7pm, due to 100 smug, self-indulgent idiots giving thousands and thousands of pounds of free advertising to T-Mobile by recreating one of their adverts. What a whimsical generation we are. And oh great, I just did a Facebook events search for ‘flash mob’ and over 500 results came up. I guess it doesn’t matter to anyone that they were invented by some guy at Harper’s Magazine to make fun of people’s need to be in on the next big thing OR that they are no longer shocking to ANYONE (Even my 95 year old Great Aunt knows what they are)

Is it possible to revolt against the public?

Anonymous said...

Hasn't every idea been done before and we are in the business of recycling ideas?