Life's for sharing

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Flash mob dances are nothing new, and Liverpool Street Station in London has become so accustomed to hosting them, that it’s surprising that anyone so much as bats an eyelid these days when the latest invading gang starts throwing some shapes. However, mobile operator T-Mobile's ad used the phenomenon to convey the message "Life's for sharing". The idea was to encourage people to capture and share magical moments with their mobile.

T-mobile wanted to set the ball rolling by showing commuters having their boring day is transformed by an unexpected interruption. Some 350 dancers surprised commuters with three minutes of synchronized dancing to a range of songs, including Lulu’s “Shout”, Pussycat Dolls’ “Dontcha”, and Kool & The Gang’s “Get Down on it”. With each new song, the dancers changed their style of dancing. Hidden cameras dotted around the station captured the reactions of the unsuspecting commuters. Many of them were taking photos and some were even dancing along. The footage was then edited down and aired less than 48 hours after filming during an entire ad break during Channel 4’s popular reality television show, Celebrity Big Brother. A YouTube channel, www.youtube.com/user/lifesforsharing, was used to host sneak preview clips as well as extra footage and videos showing people how to do the dance.

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