Saatchi & Saatchi, London
The thing that makes this "ad" effective is that T-Mobile's new motto/ slogan isn't explicitly stated; "Life's for Sharing" was implied based on people's reactions to this live event. People were shooting video on the phones, taking pictures, sending messages, etc. to all of their friends, sharing this event with them. The shock value associated with this spot allowed T-Mobile to gain thousands, if not millions of dollars worth of free press coverage, YouTube hits, etc.
Random site note, but this spot reminded me of this Improv Everywhere stunt. Enjoy!
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