At Last. - Commercial Critique #3

I first saw this T-Mobile viral video in one of my advertising classes during fall semester. It is so innovative and the audio is perfect. The commercial is filmed at London's Heathrow Airport where individuals are being greeted home after being away. As people are arriving into the terminal with a crowd of people, there is a flash mob of singers. Their songs are perfectly paired with the people arriving into the airport and embracing with their loved ones. The songs used all have a theme of "coming home" including the song "At Last" by Etta James. Not only is the viral video visually appealing, but the audio of the singers is amazing. They are all hooked up with microphones, but the instrument noises and singing is done completely a cappella. The bystanders are all shocked what is happening-- most are taking pictures with their phones-- and at the end of the video, T-mobile has it's slogan "Life's for sharing". There is nothing controversial or racy about this ad. It has that complete "feel-good" aura, a feeling that is rare in today's advertising world. It won a Silver Film Lion Award-- much deserved.