My YouTube ad of the week: Amy Kean, Havas Media

Amy Kean, director of social media, Havas Media

Why I like thisFor some reason, a cinema audience will laugh at the most mundane of ads. I've never quite got my head around it – I'm pretty sure they wouldn't laugh at an ad at home.

Because of this irrational pet peeve of mine, I approach my cinema ad watching with a forced indifference – I will not be that consumer!

However, I watched this clip in a crowded cinema (via the magic of YouTube), and I laughed and laughed and laughed. And everyone else did too. Because this is one of the best ads I've seen in years.

My only concern is that the catchphrases are so good that I find it hard to remember what the message is. I'm not sure I know anything more about T-Mobile after watching this ad. That may be a problem, or it may not.

Wish I had thought of The T-Mobile ads of the past couple of years have tapped into the national psyche. Whichever genius is creating these bad boys knows exactly what the British public loves and how to entertain it. And in the social age, everyone should be aiming for this kind of deep consumer understanding.

This article was first published on Campaign YouTube