T-Mobile to premier ‘Sing-along’


T-Mobile will unveil ‘Sing-along’ tomorrow (May 2), the follow-up to its ‘Dance’ television advert.

The advert, which was filmed in London’s Trafalgar Square, features 13,000 people joining in a mass karaoke sing-along. Like ‘Dance’, the advert 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 Is This The Way To Amarillo and Summer Nights.

The advert, created by Saatchi & Saatchi, premieres during the 9pm commercial break of Britain’s Got Talent on ITV1.

T-Mobile head of brand communications Lysa Hardy said: “‘Dance’ was always going to be a hard act to follow, but we think we’ve created a worthy sequel with ‘Sing-along’. It’s another great dramatisation of our ‘Life’s for Sharing’ strapline – something that’s unexpected, wonderful and exciting that you want to share with your friends and family.

“We’ve approached the campaign slightly differently this time by encouraging people who loved ‘Dance’ to get involved.  And we have a number of activities planned once the ad goes live to really engage with consumers.”

Following the premiere of the full-length, two-minute advert tomorrow, a variety of versions will be used over the following weeks, incorporating and highlighting a variety of T-Mobile’s products and services.