Purely from the perspective of effective advertising for the time -- that is, something that gets people's attention, makes them feel better about begin alive, makes them want to share the story, and actually does somehow connect with the product being offered -- this is good stuff. Someone is getting a big financial bonus for this, I imagine. T-Mobile used 10 hidden cameras and 300 dancers when they recorded this live in the Liverpool station in January. The employees at the station were "in" on the deal, but to everyone else, it was quite a surprise.
Beyond that, the IDEA of it is wonderful. I've seen something like this somewhere before (can't remember specifics now and that will bug me all day, no doubt) and I love it.
I find myself asking what it is about this that I respond to so deeply. I think what I see when I watch this is an outward expression of a greater reality that we rarely "see" in our lives. A connectedness (yes, I see connections everywhere) and a...a sort of dance that those who hear the music are doing (or should be) everywhere we go. And in one sense, there is a connection that humanity shares which makes this "true" for anyone.
But I found myself saying "that is what the church should look like in the public square."
I'm still unpacking what I meant when I said that, but that is what I said.