Have you ever heard the expression “Box like you’re living the music?” Us neither, but inspired by the “Dance like nobody’s watching” popular saying and in conjunction with Deezer’s latest ad, the line simply popped into our minds. And it was only fair to share it with our readers and not keep it to ourselves only, right?
Part of the “Live the Music” brand campaign, the music streaming platform’s latest ad, made in partnership with BETC Paris agency, combines boxing and dancing into a beautiful visual expression, truly delivering a “Dance Fight” like no other.
As its name suggests, the “Live the Music” campaign encourages listeners to fully immerse themselves in the world of music. And the latest installment completely embodies this inspiring mantra of the brand. “The new Deezer ad beautifully articulates our “Live the Music” positioning, capturing creative and unique expressions of self while uniting people through meaningful musical moments. We’re looking forward to sharing it with the world,” explained Deezer’s CMO, Maria Garrido.
Directed by Nogari via ICONOCLAST, the 56-second spot takes viewers to a boxing match, where two athletes compete against each other. The game unfolds normally up until the teenage daughter of the production manager capitalizes on the fact that her mother has to leave the desk. With the rebellious teenager taking control over the audio control panel, the battle arena turns into a dancing floor, with Bonti’s catchy tune “Boom Boom Boom Boom Boom” fueling the athletes’ moves.
While the beat plays in the background, the two boxers keep on fighting each other, with punches and jabs turning into voguing and waacking dance moves and into a beautiful choreography. None of the players seem to give up on the victory, yet a decisive knockout uppercut brings the match to an end. The memorable dance fight has no losers with even the knocked-down athlete smiling at both his competitor and the audience.
“Boxers swing punches with such rhythm that we couldn’t resist mixing boxing up with voguing and waacking to create something completely new and contagious,” added David Martin Angelus, Creative Director, BETC Paris. “It was very cool to put the spotlight on voguing and waacking in such a fun way, as they’re making a huge comeback in pop culture. There’s a comedic and over-the-top aspect to voguing and waacking that is absolutely contagious, especially when mixed with boxing.”
“Dance Fight” was shot in São Paulo, Brazil and is supported by OOH/DOOH, print, digital, and social assets.
CREDITS
Brand: Deezer
Agency: BETC Paris
Director: Fernando Nogari
Produced by: ICONOCLAST
