Our conceptual mistake, Ehrenreich observes, and it is a common one, is to assume that dance is sexual. The early Christian church took an immediate dislike to communal dance - it generated subversive passions and could quickly sow the seeds of dissent and protest. Not surprisingly, set in place extreme restrictions upon this human universal. But... The instinct to dance reemerged outside church walls in the form of carnivals, which persist to this day. Dance will emerge in any context, in church, at the game, at scholarly conferences, in strangers waiting in line for a bus, in two-year-olds bouncing to the beat of big bands at formal weddings...
From Saatchi & Saatchi PR, 15 APR 2011
Inspired by the growing trend of online wedding dance videos and in what is the first move of its kind from the brand, the film is being released exclusively online. Previous adverts from T-Mobile, which have won awards across the globe, have become among the most watched adverts in the world, viewed online by over 50 million people. Welcome Back, which was shot in Heathrow last year, recently scooped the accolade of best TV commercial of the year at the British Arrows Awards. It sees T-Mobile win the award for the second year running.
Spencer McHugh, Director of Brand at T-Mobile commented:
"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 across the globe and with Royal wedding fever sweeping the nation we decided to combine the two and create T-mobile's very own version. 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 with their family, friends and online communities immediately."
Developed by T-Mobile's ad agency, Saatchi & Saatchi, the 2 minute film clip, titled The T-Mobile Royal Wedding, features 15 royal lookalikes who have been selected to match actual members of the Royal family known to be attending Kate & Wills' big day.
The members of the royal wedding party dance their way down the aisle in front of a packed congregation in a routine choreographed to the 1990s top ten track "House of Love" (by British boy-band) East 17.
Lookalikes were handpicked from hundreds of hopefuls across the country to ensure the closest match and Kate is featured in a dress made by designer to the stars, Elie Saab.
In keeping with previous T-Mobile ads, the footage captures the reaction of members of the public and T-Mobile staff who are among the 130 wedding guests featured in the ad. Invited to the church by T-Mobile, the guests were selected from hundreds of applications received by the brand after it posted an invite on its Facebook page for fans to take part in its next ad.