T-Mobile dances across our screens during Big Brother

T-Mobile is about to kick off a new 'pioneering multimedia campaign' this week, which will be nicer than the ads they're running in papers at the moment trying to give away a Nintendo DS Lite to anyone buying a new mobile (while stocks last).

Filmed and edited in just 36 hours, the premiere of the latest TV commercial will take place at 9.10pm on Friday 16th January - on Channel 4 for the eviction night of Celebrity Big Brother.

The 3 minute advert features 350 dancers breaking into dance en-masse at London Liverpool Street station. Hidden cameras were used so that ordinary commuters could be filmed secretly to see their reaction. Some might see similarities to a 'flash mob' event at London Paddington a year or two ago, although this was well and truly planned and rehearsed.

We've got a link to a teaser ad, and T-Mobile has created a dedicated YouTube channel to promote its "Life is for Sharing" strategy for 2009. Should you miss the airing of the 3 minute ad, shorter ones will be shown for a further two weeks as well as being shown online.

A teaser:

Go to the T-Mobile Life's for sharing YouTube channel

T-Mobile Dance Ad recorded at London railway station