This is the way to do advertising. Almost.

I just ran T-Mobile's "Dance" ad through my marketing model and it scores very well.  It was contextually unexpected and conveys brand meaning in a pragmatic vs. semantic way.  It's also inherently valuable (it makes people happy) and has a strong behavioral component (it got people to do things, together).  And, it's very shareable, very real and very human.

However, what I can't seem to find is a cue to the inherent value of subscribing to T-Mobile.  Where's the connection (no pun intended).  Will owning a T-Mobile phone signal to others that I'm a fun, optimistic person?  Are T-Mobile's people those type of people?  Is that what I'll experience if I choose the brand?  In any event, it beats the hell out of most other wireless advertising.  So enjoy!

P.S. Inspiration can come from anywhere, so stay tuned in!  Take a look at the inspiration for T-Mobile's "Dance."  Click here.

Posted February 27, 2009
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Comments

Brant Cooper

Cool! Funny, I don't have any particular ideas off the top of my head, but it doesn't seem like it would be too difficult to tie into the value of subscribing to T-Mobile. Does it?

Posted by: Brant Cooper | March 02, 2009 at 08:03 PM

Office Cleaning Edinburgh

Great video, I can actually see what T-Mobile marketing people had in mind - subscribe to T-Mobile and connect with other fun-loving people, do something original, stunning. It works for me... still I am not going to subscribe to T-Mobile

Posted by: Office Cleaning Edinburgh | October 05, 2009 at 09:29 AM

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