Some people sing for their supper...others dance for a free phone.

This new spec from SX Media has "Europe United" through the spirit of dance.

Directed by Gemma Burditt and produced by Thomas Bannister, the piece launched on Youtube November 20 and is described by Bannister as "the first ever truly democratic music video."

Burditt, Bannister, and SX Media traveled to 10 European cities in 10 days - London, Paris, Berlin, Rome, Prague, Barcelona, Ibiza, Moscow, Edinburgh and Galway - to get ordinary people to dance in this street. Whoever made it into the final cut won a free Samsung phone. Samsung Mobile, which has worked with Bannister on previous Web-based initiatives, liked the finished piece and has put their stamp on the video.

According to Bannister, "'Europe United' lies at the crossroads between online entertainment and branded entertainment. It is an early example of new media uniting advertising and entertainment. By the same token, we hope to portray a degree of unity among the many nationalities and cities of Europe by unifying them through the spirit of dance expression. Most of all Europe United is a new kind of advertising in which the brand and product being sold are less important than the message and entertainment value of the content."