Saatchi & Saatchi UK Launches Grand Finale for T-Mobile’s 'Josh’s Band’

London - This week sees the culmination of T-Mobile’s ‘Josh’s Band’ campaign, as Saatchi & Saatchi releases a three minute TV commercial.  The ad features the song ‘Come with me’, written and performed by Josh’s superband and set up using only T-Mobile’s free texts and internet for life offer.

In fact, 1107 band members were involved in the recording of the song and each one is featured on the track.  What’s more, the song was released as a single by Universal Records on Monday.

The ad will air on Friday, 15th January during Channel 4’s Celebrity Big Brother, running for the entire ad break at 9.30pm.  And while this marks the end of the ‘Josh’s Band’ campaign, it also marks the one year anniversary of T-Mobile’s first Life’s for Sharing ad ‘Dance’, which aired in the same week and during the same show in 2009.

Lysa Hardy, Head of Brand and Communications, T-Mobile UK explains: “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.  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 band’s incredible journey right the way through to the release of their single.”

Paul Silburn, Creative Partner at Saatchi & Saatchi London says: “With each stage of the Life’s for Sharing campaign, from Dance to Sing-along and now with Josh’s Band, we have progressively given more control to the fans of the brand.  It’s been fascinating to see how the idea evolved.  No-one knew whether Josh would actually be able to start a superband, it was up to him and the British public to make it happen.  And they did.”

Josh’s Band started in September 2009 when, for a T-Mobile Voxpop, amateur musician Josh Ward said that he would use the T-Mobile offer of free texts for life to start a superband.  And so Saatchi & Saatchi and T-Mobile challenged him to do just that.

Since then, we have seen Josh organise a jamming session while riding an open topped bus around London and have followed him as he toured the country picking up new band members as he went.

But this campaign has social media and user generated content firmly at its heart, with no actors used at any point during the campaign.  Everyone involved in the band and featured in the ads has either received a text from Josh or got in touch via his MySpace page ( or on Twitter  Lyrics and music scores were also posted here for people to learn before coming to the jamming sessions.

Additional material documenting Josh’s progress, including his video diary, was available on his MySpace page, while fans were encouraged to comment, chat to Josh and upload their own videos to the page.

In addition to the 1107 band members, Josh has also built up 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.

FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…

Saatchi & Saatchi London named 'The Best and Bravest Agency on the Planet' by Contagious Magazine


Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…