T-Mobile Gets Regal With Latest Lifes's For Sharing Campaign. 15th April 2011.
Kate and Wills are set to become a YouTube sensation as they dance down the aisle in video footage released today by T-Mobile.
The first brand campaign from T-Mobile this year, the spoof video launches at midday today on www.youtube.com/lifesforsharing. It captures the royal couple, accompanied by the full wedding party including Prince Charles and Camilla, making their way down the aisle to a choreographed dance routine. It is the fourth chapter in T-Mobile's â€˜Life's For Sharing' brand campaign.
Inspired by the growing trend of online wedding dance videos and in what is the first move of its kind from the brand, the film is being released exclusively online. Previous adverts from T-Mobile, which have won awards across the globe, have become among the most watched adverts in the world, viewed online by over 50 million people. Welcome Back, which was shot in Heathrow last year, recently scooped the accolade of best TV commercial of the year at the British Arrows Awards. It sees T-Mobile win the award for the second year running.
Spencer McHugh, Director of Brand at T-Mobile commented:
"T-Mobile is famous for creating adverts that are entertaining and also give people something they want to share with others. We're seeing the trend for people to video choreographed wedding dances turning into a real online phenomenon across the globe and with Royal wedding fever sweeping the nation we decided to combine the two and create T-mobile's very own version. It's a congratulatory message to William and Kate, as well as a way of capturing the nation's mood of celebration and jubilation in true T-mobile style and in a digital format that will allow people to share it with their family, friends and online communities immediately."
Developed by T-Mobile's ad agency, Saatchi & Saatchi, the 2 minute film clip, titled The T-Mobile Royal Wedding, features 15 royal lookalikes who have been selected to match actual members of the Royal family known to be attending Kate & Wills' big day.
The members of the royal wedding party dance their way down the aisle in front of a packed congregation in a routine choreographed to the 1990s top ten track House of Love East 17.
Lookalikes were handpicked from hundreds of hopefuls across the country to ensure the closest match and Kate is featured in a dress made by designer to the stars, Elie Saab.
In keeping with previous T-Mobile ads, the footage captures the reaction of members of the public and T-Mobile staff who are among the 130 wedding guests featured in the ad. Invited to the church by T-Mobile, the guests were selected from hundreds of applications received by the brand after it posted an invite on its Facebook page for fans to take part in its next ad.
The ad was filmed in secret at St Bartholomew Church in London, which has been featured in numerous films including Four Weddings and A Funeral and Shakespeare in Love. In keeping with the myriad online wedding dance videos, the footage was deliberately shot from a single camera positioned within the audience to give an amateurish quality to the final edit. Shot on Tuesday, the footage was captured and edited in under 48 hours before being released exclusively online through T-Mobile's YouTube and Facebook channels.
Paul Silburn, Creative Partner, Saatchi & Saatchi said: "We wanted to capitalise on the excitement around the royal wedding. It's the ultimate Life's for Sharing moment of the year"
A teaser video posted by the brand on Tuesday morning had received 170,000 views within 24 hours.
McHugh adds; "We think we've tapped into the feeling of the nation with something that can't help but raise a smile and something that people will want to share immediately, which is why we're launching this ad online."
T-Mobile has become famous for its previous award winning guerrilla style advertisements, which now world renowned, were designed by the mobile network to create moments worth sharing. Its Welcome Back ad in October last year saw the brand make history when it organised the first ever flashmob at a UK airport. Earlier ads include 'dance' in January 2009 that showed dancers spontaneously break into a routine at London's Liverpool Street station and 'sing', filmed in May 2009, which saw popstar Pink lead thousands of people in a karaoke singalong in Trafalgar Square.
Watch as Wills throws some shapes, Kate strut's her stuff and Camilla gets down to some serious beats when the online advert launches midday, Friday 15th April, on www.youtube.com/lifesforsharing and www.facebook.com/TMobileUK
Notes to editors
About Saatchi & Saatchi UK
Saatchi & Saatchi has 66 offices in 50 countries across Europe, The Middle East and Africa, employing 6500 people worldwide. The agency is known for its strength in creating Loyalty Beyond Reason for its clients’ brands. Its clients include the Labour Party, NSPCC, Carlsberg, Visa, Guinness, T-Mobile, Axa, Olay, Ariel and Head & Shoulders. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.