Working Nine to Five Is a Blast in HOBBY's Full Fibre Dance Extravaganza

HOBBY’s Magnus Renfors shows just how much fun you can have with 100% fibre in this toe-tapping spectacular for T-Mobile.

The spot follows a cleaner busting some awesome dance moves while his clients are out of the house. Thanks to T-Mobile’s Fibre at Home he’s able to multi-task with a team of dancing smart devices that do the hard work while he unwinds.

Renfors martials this digital dancing troupe with his trademark brand of colourful charm and technical brilliance. The smart devices that bust and groove as they dust and hoover were right there in the room, using a combo of modified RC cars and real cleaning gadgets. It’s a complex in-camera dance between human and machines, choreographed with some expert Steadicam work and the keen eye of DOP Snorre Ruhe.

The sparkling creative arrived fresh from the smart people at TBWA/NEBOKO. Their collaboration with the HOBBY team was as pitch perfect as the onscreen dancing. HOBBY producer Remco Den Hartog says: “The agency was really amazing. They were so cooperative throughout the process - it felt like a true collaboration the whole time, which made the shoot extremely productive….and a lot of fun!”

The team cast the net far and wide to find the dancing cleaner. Renfors wanted someone to deliver a natural performance without a choreographer. As he says: “I love it when you can show dancing that’s warm and heartfelt, without having to be ‘cool’”. Not everyone was convinced when they first saw Ben from the UK’s tape. But he sealed the deal by doing the splits. Den Hartog recalls: ”No one was expecting that from this guy. We knew we’d struck gold.”

The backdrop for the action is a stunning home in Bussum, The Netherlands. “This wonderful house is probably one of a kind in the Netherlands” says Renfors, ”lovingly built by the owners in the style of Frank Lloyd Wright and Mies Van De Rohe”.

It’s all soundtracked by Dolly Parton’s classic nine to five, personally approved by the legend herself from her Nashville studio the day before shooting started. The infectious 9 to 5 vibe extended beyond the crew’s own nine to five, with several of them heading to a local jam studio after the shoot - where they blasted out some numbers of their own (though not quite to Dolly’s standards).