The biggest decider of success when incorporating dance into brand communications is context - shaking a leg at an industry event afterparty is admissible, but twerking during staff reviews in a boardroom is not.
Advertising is comparable to art; without truth, it becomes mere decoration. Effective dance campaigns should not just focus on surface-level aspects like choreography but also deliver deeper, idea-driven connections with the audience.
Choreography provides a means to express ideas, rather than representing them. The 'just add dance' strategy can be risky as brands may miss out on connecting with audiences on a profound level.
Examples like Apple's HomePod commercial and Lynx's spontaneous dance routine campaign show the potential effectiveness of incorporating dance in brand communications when coupled with meaningful ideas.
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