"You Fix"

16 September 2011

2 mins

The ongoing T-Mobile campaign has its detractors within the industry and, as such, it's representative of the lack of staying power of some campaigns. After welcoming the initial piece of work featuring a flash mob at Liverpool Street Station, many felt that each subsequent instalment was weak by comparison.

There's little doubt that the latest ad could have evoked the same response. In the wrong hands this execution might have been as lame as a Jeremy Beadle stunt from 'Game For A Laugh'.

But thanks to an excellent music choice and the tantalising way that the sequence builds to a climax in tandem with the track, this ad unleashes an unexpectedly joyous response.

Smuggler's Jamie Rafn who directed the film clearly deserves a huge amount of credit for this and we should probably give a nod to editor John Mayes from Marshall Street too as he must also have played a pivotal role.

Unusually for an ad of this length, it completely sustains the audience's interest... indeed, it strikes us that it's one of those ads that gains the attention of people who were snatching a look at their mobile phone or reading a newspaper during the ad break.

It's breathed new life into this campaign and the interesting thing is that it's achieved this by moving to a less showy execution rather than trying to create an ever greater degree of spectacle.

UK

Mobile Phone Networks