Now, this is guerrilla advertising.
Take 350 dancers. Practice for eight weeks, with only one practice on location (in the middle of the night). Hide cameras all around the Liverpool Street Station in London, England.
Then, at 11am on January 15, 2009, the music starts.
T-Mobile’s ad agency, Saatchi & Saatchi turned the hidden camera film of the dancers and the spontaneous reactions of commuters into a three minute advertisement less than 48 hours after it was originally filmed. It showed on the finally of Big Brother in the UK.
The advertisement has now been released as a single from iTunes, Napster and Amazon and through T-Mobile’s Web’n’Walk jukebox service. An album with full-length versions of the songs is also available.