I just love this commercial for Smart Play by Cosmote, a major telecom provider in Greece. The choir includes men and women with mobile, landline phones and laptops all producing an operatic melody.

My favorite part is the “blah blah blah” and “click, click, click." The musical score was created specifically for this commercial. The ad was created by Bold Ogilvy.

Implications - The embracing of technology -- specifically celular technology -- by companies is extremely appealing in the eyes of consumers. When a company can convey that they are tech-savvy, consumers are far more likely to consider them not only authentic, but reliable. Demonstrating that your product or service embraces technology will make it seem like you are keeping up with consumer demand and societal movements in general.