T-Mobile 'everyone' by Saatchi & Saatchi

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The latest T-Mobile ad by Saatchi & Saatchi aims to push the mobile operator's pay-as-you-go tariff, Everyone, offering customers calls to any network at any time for 12p a minute. The ad, which is part of T-Mobile's strategy of attempting to get closer to its customers, introduces the company's new strapline, "simply closer". In a similar style to the previous ad, which saw a man moulding the world around him, this execution sees a number of obstacles, such as fences, trucks and tower blocks, being squashed flat so a group of friends can walk straight through a city unobstructed. The spot ends with the group meeting up and a voiceover saying: "Nothing should come between you and your friends." Outdoor executions will run alongside the two-month UK TV campaign, which began this week.

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Released: 15 August 2006


Client contact
Karen Harrison, head of brand and communications, and Sam Taylor, head of advertising, T-Mobile UK
Saatchi & Saatchi
Steve Howell
Art director
Rick Dodds
Executive creative director
Kate Stanners
Agency producer
Laura Mueller
Roger Smith
Media agency
Media planners
Anna Berry and Dominic Milan
Production company
Academy Films
Kim Geldenhuys
Jonnie Scarlett, The Quarry
The Moving Picture Company
Audio post-production
Aaron, Wave studios

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