Mass ‘sing-along’ aired exclusively on ITV

30th April 2009

ITV1 will exclusively host the only full-length TV transmission of T-Mobile’s follow-up to its ‘Dance’ commercial during the 9.05pm commercial break in Saturday’s Britain’s Got Talent. The mass ‘sing-along’, filmed in London’s Trafalgar Square, features 13,000 people joining in a mass karaoke session.

Like ‘Dance,’ the ad, which is two minutes in full, was filmed guerrilla-style, with hidden cameras capturing the reactions of the public as over 2,000 microphones were handed out and giant screens projected the words to karaoke classics including Hey Jude, Is This The Way To Amarillo and Summer Nights.

Even international pop star Pink joined in with the crowd, surrounded by people holding their mobile phones in prominent view.

Pink said: "What a fantastic experience! Everyone singing along together in the middle of London - it was incredible! I was thrilled to be a part of such an amazing event, and to share it with so many people. I can’t wait to see it on air."

Chris Rigg, part of the commercial team who brokered the deal with T-Mobile on behalf of ITV, attended last night’s event. He said: "There has been a lot of cross-departmental collaboration around this event.

"While there is a lot of digital buzz about this campaign, all of it is designed to create anticipation of the event TV spot, exclusively on ITV1. TV remains at the heart of this advertiser’s marketing."

Click here to watch the commercial