Agency: Saatchi and Saatchi
Client: T Mobile
The final installment of T-Mobile’s series of advertisements starring Josh Ward, who took up the challenge of putting together a superband using only his mobile phone, has been released.
The ad – the video for Josh’s Band’s song, ‘Come with Me’, – debuted on Channel 4 during the entire three-minute ad break for ‘Celebrity Big Brother’ at 21.30 on January 15, 2010.
The spot is the culmination of Josh’s Band campaign from T-Mobile, which followed Josh Ward as he created a superband using only free texts and internet on his mobile.
Previous instalments of the ad have seen Josh on his travels around the country, recruiting band members at gigs in Manchester, Birmingham, London and Edinburgh.
The final TV advertisement showcases the end of Josh’s journey as he performs his debut song, ‘Come with Me’, which was released by Universal as a single on Monday, January 11, 2010. In total, 1,107 band musicians were involved in the writing and recording of the track.
“In our earlier ‘Life’s for Sharing’ campaigns we created moments that people could share. This time we challenged Josh to show how using just his phone he could share his dream of setting up a band,” said Head of Brand and Communications, T-Mobile UK, Lysa Hardy.
“It’s been fantastic to see how fans have interacted with the T-Mobile brand and helped shape the direction of this campaign – which culminates in this final ad spot, celebrating the bands incredible journey right the way up to their single release."
Throughout the campaign, Josh rallied band members using unlimited free texts and internet from T-Mobile.
Every member of the public involved received a text or message from Josh telling them to come along to jamming sessions, with people following his progress via twitter (@joshward84) or on MySpace (myspace.com/joshward84).
In addition to 1,107 band members, Josh has recruited 1,529 followers on Twitter, had 114,995 views on his MySpace page and 52,063 views on his YouTube channel since the start of the campaign.