TAKE THAT, T-MOBILE

Even the best of the impressive T-Mobile's set pieces that began in January 2009 with a flash mob on Liverpool Street station are put completely in the shade by this magnificent piece of work for TNT in Belgium.

Apparently filmed without the knowledge of passers-by, it shows the responses of locals when an exciting sequence of events are triggered by the pressing of a big red button.

The stunts are as daring as they could possibly be under the circumstances... ie: in an environment that isn't completely supervised. A well-drilled team make it entertaining rather than truly menacing and the sequence is clearly designed to ensure that all but the most impressionable are aware that they aren't witnessing a massacre when the guns start firing.

This cleverly-edited version gives as much weight to the marvellous reactions as it does to the stunts themselves and this is what gives the piece its impact. We cannot be sure about the authenticity of the responses but it doesn't greatly matter as it would still be a marvellous piece of communication even if every response was a fraud.


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TNT 13 Apr '12
"Button" 1 min 40s
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Agency: Duval Guillaume Modem (Antwerp)
Creative: Dieter de Ridder / Ad van Ongeval
TV Producer: Marc van Buggenhout
Production Co: Czar (Brussels)
Director: Koen Mortier
Producer: Eurydice Gysel / Matthias Schellens / Birgit D’Hont
Photography: Norman Baert

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On 21 April 2012 at 17:13 Matt said:

Brilliant.

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On 1 May 2012 at 20:27 Alice said:

This deserves to win award after award. And the slightly chubby-faced boy's expression is enjoyable beyond words... fabulous.

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On 1 May 2012 at 22:19 Matt said:

Hilarious isn't it? I haven't checked but they could've used the same shot of the boy twice - I happen to think he pulled the same face twice when different things happened - even better!

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