The camera phone 'Flash Mobbing' craze has been taken to new extremes by T-Mobile in an advert, featuring a spontaneous dance prank played on London commuters.
Hoards of passengers look astonished as they become caught in the middle of a elaborately choreographed routine captured by hidden cameras.
Secretly filmed, the Life Is For Sharing ad begins when the Liverpool Street Station's tannoy suddenly belts out LuLu's 1965 hit Shout and a single dancer busts a move.
But as the the amazing scene unfolds a further 350 undercover dancers, positioned amongst regular commuters, burst into a larger routine.
Gradually more covert players join in with the stunt until eventually nearly the whole station is dancing in sequence.
Celeb Choreographer Ashley Wallen took the dancers through an intensive 80 hour rehearsal to ensure they nailed the performance as they could only film a single take.
Commuters stand and watch in amazement as the routine gets going and many can be seen taking pictures on their phones still unaware of what is happening around them.
Advertising experts Brand Republic said the advert has very cleverly incorporated all types of media to attract viewers and expect it to win awards.
Ads Editor Darren Davidson said: "T-Mobile's new campaign is a great idea because it's unlike anything else on the TV at the moment and is the first big brand to utilise flash mobbing in a TV campaign.
"Advertisers are finding it increasingly difficult to connect through the media with young people, who have more choice in viewing options than ever before.
"Audiences are now fragmented, which means companies are searching for innovative stand out ideas to cut through the clutter and engage with all consumers.
"T-Mobile have done this by capitalising on not just the TV but the vogue for social networks such as YouTube.
"The ad is accompanied by a YouTube website where visitors are encouraged to create and submit their own camera phone videos.
"People inadvertently become involved in the company's campaign after spreading the ad virally online by forwarding it to their friends.
"And the ad is a very neat expression of T-Mobile's new line: 'Life is for sharing' and putting it online has turned it into one of those water cooler moment in offices around the country."
T-Mobile Head of Brand Communications Lysa Hardy reckons said the huge spontaneous event highlights the importance of bringing people together.
Lysa said: "Dance brings to life the often unexpected and exciting things that happen when people come together and share passions.
"We wanted to show how T-Mobile can help make relationships stronger and richer through sharing stories, conversations and those passions.
"We have made a bold statement about the power of sharing, so everyone knows what T-Mobile uniquely stands for."
The stunt happened at 11am and the crew had 36 hours to film, edit and get the piece to air which was premiered as a full ad break during Celeb Big Brother.
From LuLu's opening song the music mixes into: 'The Only Way Is Up' by Yazz, 'Don't Cha', Pussycat Dolls, 'The Blue Danube Waltz' by Strauss, Kool & The Gang's 'Get Down On It' , 'Since You've Been Gone' by Rainbow, 'My Boy Lollipop', Millie Small and 'Do You Love Me' by The Contours.
Check out the complete footage in Click Liverpool's 'Video of the Week.'
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