For my first post, I wanted to look at my favourite ad of
all time. T-Mobile's "Welcome Back", created by London agency Saatchi
& Saatchi, is a prime example of exceptional brand advertising. S&S
created a series of similar ads (using hidden cameras and flash mob situations
in different contexts) to establish T-Mobile's motto of "Life's for
Sharing".
T-Mobile UK offer a comparatively no frills service compared
to other providers such as Orange, and as such it made sense for them to focus
on ads that devolved a sense of well-being about the company as opposed to
focusing on their phone packages. While some individuals are shown using their
phones in the ad, it is mainly for either filming or calls, services T-Mobile
provide. This ad, and the series as a whole, had vast penetration of the
consumer base and could be considered successful viral advertising.
The ad itself was filmed in Heathrow, in the T5 arrivals
area, typically where long haul flights would land. Over 35,000 people
traveled through the area on the day, as 18 hidden cameras filmed their
reactions to over 300 singers and a vocal orchestra. The choice of songs is
sentimental and humorous.
The reason this will remain my favourite for years to come
is the emotions it continues to stir no matter how many times I have seen it.
Friends have confessed to crying at this ad and the thoughts it brings up of
family overseas. With emigration so popular in recent years, this advertisement
reminds us of the joys of homecoming.
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