My YouTube ad of the week: Amy Kean, MPG Media Contacts

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Amy Kean reviews T-Mobile

Amy Kean, head of consumer innovation, MPG Media Contacts

Why I like this

2012 is the Year of Britain. Approximately one in four briefs that enter through an agency's doors is likely to have some sort of reference to either maximising the spirit of the Olympics or tapping into British pride.

Walking down Oxford Street yesterday, I noticed that the majority of shop window displays are now overwhelmingly "British", and Geri Halliwell's new Union Jack-inspired clothing range for Next is just the icing on the cake. Creating something that resonates with us sceptical UK consumers and enhances this 12 months of overt Britishness can be tough.

T-Mobile has managed it, though, with its cheeky celebration of everything this country holds dear. It appears to have captured (once again) the spirit and humour of the public. And, this time, the actual product is brought to the fore - something that hasn't been quite so strong in its previous ads.

Wish I had thought of

It may be the Year of Britain, but let's not take ourselves too seriously. T-Mobile's talent for taking the piss always seems to be spot on, and I wish more brands were up for following suit!

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Credits

Brand

T-Mobile

Task

Introduce T-Mobile's Full Monty phone plan.

Execution

As grannies walk through a village, joined by a marching band and a selection of pets, the TV presenter Harry Hill narrates the numerous things that Britain loves, including the runaway dog Fenton and festivals. Britain really loves a bargain, such as T-Mobile's new phone plan, we are told to a soundtrack of Dizzee Rascal's Bonkers.

Credit

Saatchi & Saatchi

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