It's been a breakthrough year for ballet in advertising.
It started off on the wrong foot with the notorious Free People ad, but it at least got people talking. Then the New York City Ballet did its remarkable 9/11 film via DDB New York. And of course, American Ballet Theatre soloist Misty Copeland did her amazing spot for Under Armour.
Now, the New York City Ballet is back in another fun and inspired project: a BBH New York campaign for PlayStation that shows gamers how to do a proper victory dance after crushing a friend/foe in sports, war, space and heist games.
Check out six spots below, in which NYCB dancers, in ballet-ified character dress, act out scenes from video games. Each ad begins with classical dance moves, but before long, after they vanquish their opponents, the dancers break out with moves that are way more down and dirty.
"Send them to your friends to remind them of that lead you stole, the last goal you made, the grenade that ended the match or the dunk you landed on their face. Don't let them forget it," the brand says on its blog.
There's a social element, too. Gamers who share their own victory dance on Instagram with the hashtag #PS4dancecontest could win a PS4 for themselves and one for a friend - which should ease the pain of any bruised egos.
Source: http://www.adweek.com/
