The power of sharing: T-Mobile throws some shapes at Liverpool Street

"Now on Channel4, an exclusive commercial break. At 11 a.m. yesterday morning, hundreds of rail commuters had a change of routine."

So began the first viewing of Saatchi & Saatchi's latest ad for T-Mobile which saw 350 dancers perform a set of dance routines as commuters passed through the concourse. The ad was on air less than 48 hours after being filmed at London's Liverpool Street station, and was given that sense of event television by the Channel4 announcer as we went into the break" from Celebrity Big Brother.

'Dance' was produced using hidden TV cameras within the station, which captured the spontaneous reactions of commuters as they watched the dance troupe perform everything from Get down on it to the Blue Danube. Passers by shared the experience with their family and friends via their mobiles whilst others threw some shapes of their own. Very uplifting it all was too.

The premiering of the three-minute flash mob style ad, which is part of T-Mobile's 'Life's for Sharing' campaign will be followed by a 60-second version will run for two weeks, and a subsequent series of ads which start to weave in more specific product and price plan information.

Lysa Hardy, head of brand and communications at T-Mobile, said: "This campaign allows us to let people learn a bit more about us as a company on a more emotional level, whilst showing how our products and services are always on hand to enable sharing."

Viewers watching the feel-good ad on TV could check out additional footage of the making of the ad by pressing the red button and T-Mobile has created a dedicated YouTube channel for users to upload videos and view humorous clips of celebrities being taught how to do the T-Mobile dance.

All in all, you know it makes me wanna shout!

Congratulations to everyone involved.