T-Mobile launches Royal Wedding spoof ad

By Maisie McCabe, campaignlive.co.uk, Monday, 18 April 2011 11:57AM

T-Mobile has launched a spoof video of Prince William and Kate Middleton lookalikes and their wedding party dancing down the aisle, as part of its 'Life's for Sharing' brand campaign.

The two-minute video, made by Saatchi & Saatchi, can be viewed on YouTube and has been inspired by the growing trend of online wedding-dance videos, which led to one couple appearing as guests on 'Oprah'.

"The T-Mobile Royal Wedding" features 15 royal lookalikes, including the Queen, Prince Charles and Camilla, and Prince Harry, who dance their way down the aisle in a routine choreographed to the East 17 song, 'House of Love'.

The video continues in the style used of other recent T-Mobile ads, such as the first flash mob to take place in a UK airport – 'Welcome Back' – filmed for the brand at Heathrow last year.

The wedding guests were selected from the hundreds of people who responded to an invitation on the brand's Facebook page. T-Mobile staff were also included in the congregation.

Spencer McHugh, director of brand at T-Mobile, said: "T-Mobile is famous for creating adverts that are entertaining and also give people something they want to share with others.

"We're seeing the trend for people to video choreographed wedding dances, turning into a real online phenomenon, and with Royal Wedding fever sweeping the nation, we decided to combine the two and create T-Mobile's very own version."

The creative director at Saatchi & Saatchi was Paul Silburn, the creative was Lovisa Almgren-Falken, and media planning was by WPP media agency MediaCom.

The ad was made by the production company Gorgeous, the director was Chris Palmer, the editor was Paul Watts at The Quarry and post-production was by The Mill, with audio post-production by Grand Central.

McHugh said: "It's a congratulatory message to William and Kate, as well as a way of capturing the nation’s mood of celebration and jubilation in true T-Mobile style, and in a digital format that will allow people to share it immediately."

One choreographed wedding routine that picked up 64 million views on YouTube since being posted in 2009 is 'JK Wedding Entrance Dance'.

This article was first published on campaignlive.co.uk

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