The ad opens with a voice over from ‘TV Burp’ star Harry Hill. The Jubilee celebrations shown do not feature the Royals – instead, the balcony is shown teaming with an eclectic bunch of Brits. A choir is introduced, while streakers, jockeys and even the legendary puppet duo Sooty and Sweep join the celebrations.
They all make way for the guest of honour – Mr Louie Spence – because Britain loves a queen. Louie and our crowd of Brits glance up to the sky as ‘Bargain Hunt’ presenter David Dickinson flies over in his very own budget airline plane – one of which is trailing a banner celebrating the T-Mobile pay as you go plan – ‘unlimited free texts forever’, which David quite rightly points out is ‘cheap as chips’. He doesn’t hold our crowd’s attention for long however – they’re all too busy texting their mates.
Spencer McHugh, Director of Brand at Everything Everywhere comments: “Brits nationwide will be showing their pride and affection for the Queen and Britain by celebrating the Jubilee this summer. With this in mind, the next ad in the ‘Giving Britain what Britain Loves’ campaign has been developed to capture the celebratory mood of the nation, while also demonstrating T-Mobile’s commitment to giving pay as you go customers brilliant value for money.”
The ad will first air on TV tonight during The Soap Awards on ITV1. There will be two versions of the 30 second ad, plus a 10 second version – all of which will be showing for a two month period on ITV, Channel 4, Five and a large number of multi-channels. An online exclusive version of the ad will also launch this evening at www.youtube.com/lifesforsharing and www.Facebook.com/TMobileUK.
The lead creative, digital and direct marketing agency for the T-Mobile campaign was Saatchi & Saatchi – who also created the first ‘Giving Britain What Britain Loves’ ad, as well as last year’s ‘Royal Wedding’ ad, which has been watched by over 20 million people. T-Mobile also worked with media agency MEC on media buying and planning, and integrated creative agency Chemistry on retail.