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the film criticism aspect of cyber | by maryann johanson

watch it: “The T-Mobile Dance”

Yes, it’s an ad, but stick with me for a minute:


I try to avoid posting web videos that have corporate involvement, especially if they’re just advertisements, but this one is a unique example of a corp creating a video designed to be viral that actually works in all the ways that viral video works. For one, it’s so catchy that you can’t not pass it on.

This is part of a campaign that T-Mobile is running in the U.K. at the moment, on TV and on small TV-screen billboards in the tube. That ad shows snippets of the dance in the tube station and directs viewers to go to YouTube for more. And the really cool thing is that the irresistibly catchy YouTube video inspired a flashmob to hold an impromptu dance at Liverpool Street station just this past Friday, February 6. My friend Bonnie and I were on the tube that night and saw bunches of young people in goofy costumes heading purposefully in one direction. The first thing that I thought of was, Flashmob. (This was before we even saw the T-Mobile ad at all.) Last night I read in the freebie newspaper on the tube about the flashmob and went in search of the YouTube tie-in. And it’s way more entertaining than I could have imagined.

Here’s one video of the flashmob:

There’s tons more to be found on YouTube.



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  • Sephrii

    The T-mobile commercial is how I dream real life would be. I long to live in a world where people spontaneously break in to choreographed song and dance.

  • Anne-Kari

    Ya know? This clip made my smile. Really really big.

  • Jennie

    Busby Berkley meets the 21st century.

  • TheGaucho

    You know that you are officially evil now that you made me watch an advertisement, right ;->

  • Remember me of the valzer in the Central Station in The Fisher King: awesome !

  • Ooohhh, I loved this. Made me laugh. Really gives “Where the Hell is Matt?” a run for his money, but just barely. Wish I could have been there. And wish I could have seen how they organized it! And wish I could find out who the hairdresser is for that really cool bystander guy toward the end with the Mrs. Frankenstein-esque Lincoln stovepipe head of black hair. Whaddup with that? But very cool.

  • Don R

    When I first saw this video, at 5:45am the day after it was posted, I just stopped and stared.

    Then… I smiled.

    Then… I just laughed and by the end I was in a full-convulse belly-laugh.

    This is what life should be. First one in the dance, then several, and then all. Too cool! I love watching the ones who join in. Good catch on this one!

  • “What a feeling!”

    Where’s Irene Cara now that we need her?

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