T-Mobile will unveil 'Sing-along' ad on May 2nd, the follow-up to its ‘Dance’ television advert.
The ad, which was filmed in London’s Trafalgar Square, features 13,000 people joining in a mass karaoke sing-along. Like ‘Dance’, the ad was filmed with 24 cameras capturing the reactions of the public as 2,000 microphones were handed out and giant screens projected the words to several karaoke classics such as :Hey Jude", "Is This The Way To Amarillo" and "Summer Nights".
T-Mobile International organized the musical spectacle last Thursday in London, as a motive for their new campaign which will be screened throughout this summer – the biggest karaoke sing-along in the world. Some 15,000 guests gathered in London`s Trafalgar Square, together with the super popular singer Pink and sang hits.
Not knowing what was going on, Londoners and tourists gathered in Trafalgar Square and large screens were set up from the morning hours, displaying a countdown clock.
An even bigger surprise was the performance of super popular star Pink, who started singing in the crowd and then climbed on stage. T-Mobile invited Croatian singer Nina Badric to take part in the spectacle, while the company’s users had the opportunity of seeing the unusual event via mobile technology.The crowds contained a mix of the general public, around 200 placed professional singers, and a number of T-Mobile customers and "dance" fans invited via texts and Facebook groups. The footage from the event will now be edited into a two-minute-long ad called "sing-along" that will break during ITV1's Britain's Got Talent this Saturday night. Paul Silburn, the creative partner at Saatchi & Saatchi, said: "With ‘sing-along', we wanted to generate a real feeling of anticipation and create a truly unique, memorable moment that everyone would want to share in. "The event gave thousands of people the opportunity to experience first hand what ‘life's for sharing' is all about."
The ad was created by Saatchi & Saatchi London.