On Friday, Valeria over at Conversation Age posted Can Your Brand Design This Kind of Conversation? which contained this video.
At the end, you'll notice it's part of a T-Mobile campaign called Life's For Sharing.
Now, I like the video and I do think it is viral and will and has been shared. And yes, I agree with Valeria that it will cause conversation. My beef with it is that regardless of the medium, it's still an ad.
I would have much rather seen T-Mobile do something like this:
This makes T-Mobile and their technology a part of the story, a character if you will. Is it more of a conversation, less of an ad? That's up for debate. But at least this humanizes the brand while simultaneously demonstrating the technology and the power of "sharing life" using T-Mobile and it's products...which should be the point of the campaign I think.
Now, there is a LifesForSharing YouTube channel. I looked at the first 12 pages of videos and every one was professionally produced and none were really about sharing your life. So where T-Mobile really had a chance to have or to use Valeria's term, "design" a conversation, I'd argue they missed it.
What I wanted to see, what I expected to see was videos like this:
Or like this:
These are life moments shared via camera phone or Flip Video footage. By staying true to the brand/campaign promise, I think T-Mobile would have been better served and driven home their brand message so much more strongly than with a very expensive, albeit very cool ad.
What do you think? Agree? Disagree? Let me know via the comments.