Its not just because I’m one of the old Saatchi alumni and I’m sure I am not alone in this, but I get a kick everytime I see this campaign. In fact, although I have worked for most of the big mobile operators over the years T-mobile hasn’t been one of them, so why am I giving it space here?
The answer is simple. Its a great example of something that I have been banging on about for years – “The big idea”. In the old Saatchi days, this is what we did – Silk Cut, British Airways, Intercity, there’s a long list of big ideas that have originated in Saatchi. For years now though I’ve felt that (and Kevin Roberts will hate me for this) the old place had struggled to get its head as far above its competitors as we used to, but looking at what has been coming out of Charlotte Street recently, I have to say, things are looking good.
Keep it up folks!