T-Mobile is a worldwide known mobile company that provides over 125 million customers telecommunication services.

Through a recent commercial T-Mobile launched their Lifes for Sharing Campaign on January 15, 2009. The advertisement (ad) took place at the England Liverpool Street Station where 350 people broke out into a spontaneous, yet entertaining, flash mob dance routine (Appendix 1). The whole idea of the dancing flash mob was to create something big and bring it to life for everyone to engage in; through the event, the company wanted to provoke the aspect of connecting and sharing with others whether it was the people who were watching the performance or the people dancing to the music T-Mobile hoped everyone could share this remarkable event with their family and friends. To enhance the aspect of sharing, ten hidden cameras were place throughout the different areas of the station to capture this moment and the reactions of the audience. Later, it was made into a three minute commercial which was aired on television and place on Youtube to share with an even wider range of audiences. The commercial first starts off with a wide high-angle shot of the ordinary station with people walking around to establish the normal environment. Still with a wide highangle shot, a man walks into the centre of the floor and stands there. Out of the ordinary, upbeat music starts to blast through the speakers and the man starts to dance. Suddenly, the camera switches angels to a mid shot at the dance floor with a steady cam effect, to allow the viewers gain a closer experience of the event. To show the rest of the dance, the camera jump cuts to another off-to-the-side wide angle view, again with a steady cam effect. To establish the fact that more people have entered the dance floor, the camera quickly switches to a wide angle perspective, (usually the screen is less shaky for this angle, so the camera might have been placed on a tripod or something to make the shot steadier (figure 1).) To show the reaction of the passers-by and the dancers, usually medium shots are -1-

involved (figure 2). There are other special shots, such as the one with the dancing old lady and construction worker; a close-up low angle shot was used, maybe to emphasize the joyous feeling during that moment or the power and energy of the dancers (figure 3). Near the end, the wide high-angel shot they used at the beginning was applied again to capture all of the people at the dance floor finishing the dance once again, to illustrate everything in the present environment (figure 4). The music ends with a short stop and the people are frozen for a second; afterwards, everyone disperses into different directions as if nothing happened. The reason this commercial may have ended with the same camera angle is because they wanted to create a circulatory ending or a return to frame ending implying the fact or giving a sense that normality has been placed back to the station (figure 5). In the last bit of the commercial, a shot is shown of people talking on their cell phones; placing the idea into the viewers minds that they are talking about the dance event that just happened. Finally, a low-angle shot showing two girls and the slogan Lifes For Sharing fades into the screen. One of the girls is showing something to the other on her cell phone and a low laughter ends this scene. The whole commercial ends with a neon pink screen and the T-Mobile company name that pops in with the colors white and black (figure 6). The reason why they may have placed such quick jump cuts between scenes is because they wanted to present an intense and dynamic feeling to the situation. The jump cuts allow an effective way to present a certain moods in this case, it is the passion and liveliness of the dancers. The whole commercial is presented in a somewhat documentarystyle way because most of the shots were exposed in a hand-held camera motion; for example, the point of view from where the camera-person is coming down from the escalator (figure 7).

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The proposition for is advertisement is sharing lifes moments with others. How the advertisers at Saatchi & Saatchi wanted to present this idea, was to covey and create a feeling of spontaneity [to construct] an event so memorable that people can't help but join in and share it (Saatchi & Saatchi). The idea of dancing came up because they wanted to formulate something so big, everyone would be able to engage in it. As stated by Kate Stanners, Creative Partner of Saatchi & Saatchi:
Across the whole campaign we've looked for ways to really engage with people through the notion of Life's for Sharing'. We hope that Dance' will connect with people in a bold and dynamic way, inspiring them to create and share their own memorable moments.

I believe that the advertisers did an excellent job at presenting the idea of sharing and connecting with others, because throughout the whole commercial, there were many scenes that showed commuters who could not help but take part in the dance routine. As well, the video showed many of them stopping to take pictures of the event and afterwards calling people to tell them of their experience. This shows that the advertisers were on the spot with their motive and execution, because the commuters fully fulfilled what they had expected would happen (people joining the dance routine and sharing their own memorable moments with others). The idea was simple, yet sophisticatedly presented. Although at first hand when watching the commercial, not many people may understand what this commercial trying to convey, but when the slogan, Lifes For Sharing comes up at the end with the two girls looking at the cell phone together, the message is clear and effortlessly understandable. Moreover, everything was consistent to the idea of sharing from the proposition to the execution of the idea. The whole mood created by the commercial is uplifting and heart-warming something that makes you smile contagiously

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to yourself after watching it which brings out the commercials influencing behaviour of warmth and happiness. Through the whole ad presentation, the visual appeal is of emotion but evokes a bit of humour seeing people abruptly participating in the dance and the elderly individuals creating their own dance moves to the music, somehow brings a sense of joy to the whole commercial again, influencing and provoking a sense of joy to the audience. Furthermore, the commercial uses ordinary essentials to bring out the message of life and sharing in hopes to draw the audience closer to this ad from the choice of people, to the setting, and the music playing in the background it enhances the visual impact for the viewers. Everything that was happening within the commercial was at some point of an ordinary day, at an average street station to some people; but a spontaneous dance broke out of the ordinary and at that moment, everything seemed unique. The aspect of uniqueness strengthens the visual impact; however, as 350 dancers started dancing together, this size of the group drove the visual impact to a maximum extent an extent so vast, people could not help but watch and join the crowd. Due to the fact that all the elements in the commercial were so ordinary, the audience felt that they could relate and indirectly establish a connection with them. For example, they might have been to that station before, or seeing people of the same race could give them a sense of familiarity. As a result of the familiarity, people can establish a relationship with the commercial; thus, bringing out the visual impact of the ad. Another element that can present this familiar impact is the choice of music; throughout the commercial, well-known and famous pieces were played. Consequently, even if you cannot relate to the commercial visually, you can still relate to the auditory aspect of the commercial in those eight famous pieces, there must have been one that everyone has heard of.

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This Lifes For Sharing commercial was trying to influence the audience on many levels; for example, influencing a sense of joy, and the aspect of familiarity though the use of place, people, music, and dance. Another major thing that this ad was trying to provoke was the sense of sharing and connecting; this behaviour took an instant and immense effect because, whether it was the people who were watching the performance live, or the people watching it through the different mediums (television or the internet) they could still feel and see the quality of sharing and bonding being conveyed during that moment. The people watching it live, were captivated by the performance, some were even persuaded to participate and joined the dance which shows the quality of connecting with people through dance and spontaneity. Moreover, the people who witnessed the dancing flash mob were quickly influenced to take pictures and record videos with their cell phones; they even shared what had they just experienced with others by calling on their cell phones. Thus, the influence of the dancing mob had an immediate effect on the people at the station. Those who watched this commercial on television might have been with family or friends; thus, the direct process of influencing the aspect of sharing is complete the concept of sharing does not have to be verbal or shown through a specific object, it could be presented nonverbally and non-physically as well by sitting in front of the television together, families and friends are sharing the aspect of time. Furthermore, those who watched this video on Youtube (like myself) could share it instantly with others; and according to the view count on Youtube, it can be said that the clip had a great impact on the viewers because there were 16,093,596 viewerships. As can be seen, many thought that this video was worth watching so the visual impact must be prominent. Therefore, the choice of media enhances the visual impact of the commerical. If this ad was just a printed advertisment, it might not have the same dynamic effect as a television commercial because it might not be able to -5-

effectively present the powerful spontenaity of the event and the passionate dance moves from the dancers. Lastly, by using a media that allows movement can easy present and establish a longer lasting atmosphere allowing the audience feel that they were part of it. Consequently, by using video as the main media source can allow it to be placed in different outlets; such as television, personal webpages, and online streaming websites. This can help to reach a broader range of viewers so people around the global prospect can know aboout this ad. In conclusion, I think this advertisment is effective because it can bring out a simple message of sharing through a very thoughtful commercial. By using ordinary resources (music, dance, and people) and combining it all together, it can embed a unique and powerful message of closeness and connection. I believe that we need more commercials such as this one, because with all pendemics, deaths, and economic downfalls happening and spreading everywhere, everyone needs a little cheering up and a reminder that it is easier to fight against the darkness together than alone. So instead of focusing on the bad and depressing situations that are happening around you and isolating yourselves in the shadows, take a little time to shed some light and cheer up with friends and family by connecting breakway from realitys flaws by sharing your time with them to watch a heart-warming Lifes For Sharing commercial.

(Word Count: 1, 955)

References
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T-Mobile Commercial on Youtube: http://www.youtube.com/watch?v=VQ3d3KigPQM Saatchi & Saatchi website: Melder, Natalie. "Saatchi & Saatchi create dance mania at Liverpool St Station Reminding commuters: Life's for sharing." Saatchi & Saatchi. Saatchi & Saatchi London, 25 Jan. 2009. Web. 1 Dec. 2009. <http://www.saatchi.co.uk/en/news/archive/dance_mania_at_liverpool_st_station_re minds_commuters_lifes_for_sharing>.

Appendixes
(Appendix 1)

(Appendix 2) T-Mobile Lifes For Sharing Commercial

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(Figure 1)

(Figure 2)

(Figure 3) in Youtube clip: 1:55 1:57

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(Figure 4) in Youtube clip: 2:17 2:24

(Figure 5) in Youtube clip: 2:25 2:30

(Figure 6) in Youtube clip: 2:34 2:38 - 10 -

(Figure 7) in Youtube clip: 1:03 1:08

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Final Project for Visual Communication in Multimedia: Visual Analysis on the Impact and Effectiveness for T-Mobiles Lifes For Sharing Commercial

By: Florence Chau (08645256)

Submitted to: Wong Wing Hong Course Code: CS 2132 Date: December 9, 2009

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