Powerful, poignant and totally innovative storytelling! And a bit of a tear-jerker (of the happy variety) too… Long live the flashmob! Echoes of Improv Everywhere, don’t you think? Tell me you didn’t find yourself longing for this emotional welcome the next time you land at an airport?!?! Kudos to T-Mobile for super innovative storytelling.
Aside from the emotionally charged experience and story, the underlying idea that life is for sharing is compelling, timely and powerful. We live in the digital age when it is easier than ever before to share an event like this “spontaneous” welcome home concert in Heathrow airport. Indeed the video cuts repeatedly to travelers recording the event on their mobiles. Photos, videos, phone calls… this is the age of immediate, virtually universal sharing. And the powerful message underlying this advertisement for T-Mobile is that connecting with others to share beauty, to share happiness is magical and humanizing. It’s a universal desire. Too often we all fall into ruts of isolation passing through each others’ lives like ghosts, like passengers in an airport. But moments when our isolated, insulated bubbles pop and we are connected, even temporarily to others is what makes life worth living. We are inherently social creatures, but we’ve been socialized to wear blinders, to limit connection with those around us. Storytelling — and, in this case, T-Mobiles communication tools and network — bridge the divide between us. Okay, time to lay off! I’ve become gushy and repetitive. (The sign of an effective advertisement!)