Thursday, January 22, 2009

We never spontaneously burst into song before you got here!

Flash mobs are nothing new, but I’ve always wondered if they could reasonably serve an end, or if they sort of just existed for the sake of existing. They’re a fun idea, and I can always get behind masses of people going pantsless for a day. However, if you’re just spontaneously raving at the library during finals, I know it seems like carefree fun; it just doesn't leave quite the same unfortunate lasting impression as if instead, on that same finals eve, you witnessed a pack of howling, frightened fraternity pledges running through the quiet floor wearing nothing but Santa hats.

Sigh, college. /pouring shot of Beam into Keurig stool softener coffee. "It's a bit nutty." moving on.

T-Mobile is the first company I’ve seen utilize a flash mob in a commercial, and it's just marvelous. Saatchi & Saatchi really worked their ass off and it shows in an entertaining and effective spot. When I was still commuting to the City from Stamford, I woke up many mornings hoping today would be the day when Improv Everywhere would take over Grand Central and shake up my morning commute. I was never as lucky as the commuters at Liverpool Street Station in London last week, who must have been confused when music started blaring from the loudspeakers and one or two individuals started dancing, infecting more and more people as the songs changed until the entire station became engulfed by the jumping, jiving, waltzing(!) mob. The ad was created then on the air within 48 hours, and was shown as an exclusive premiere on BBC 4. Track list for the spot (in order), and the ad itself, below.

Lulu – “Shout"
Yazz – "The Only Way Is Up"
Pussycat Dolls – "Don't Cha"
Viennese Waltz
Kool & the Gang – "Get Down On It"
Rainbow – "Since You've Been Gone"
Millie Small – "My Boy Lollipop"
Contours – "Do You Love Me"

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