Advertising seems to work best when it’s not really advertising at all.

The idea that a thing is at its best when it is not the thing that it is purported to be is a challenging one. The following video proves the point, I think.

A mixture of superb timing and superb artistry this amazing romp for TMobile never mentions the product it is advertising. Rather, it creates a stunning euphoric mood that is difficult to resist.

During this time of economic collapse, political uncertainty, ongoing global jihad, and rising doubts about the foundations of core economic and social structures people need something to lift them up a bit. This advert is just the ticket.

I have been in many train stations, many airports, places where people by the thousands are in transit moving from place to place. These “in between places” are loaded with almost always unspoken emotions – they are places that are loaded to the brim with kinetic energy. The creators of this advertisement know this and use this truth to great effect.

The images in the video are comfortably non sequitor, and so perfectly juxtaposed with time and place. The faces of those not “in the know” are perfect.

Enjoy.