BBH New York enlisted dancers from the New York City Ballet for a series of ads depicting victory celebrations for PS4, an extension of the “Greatness Awaits” campaign.
Each of the six spots begins with a group of dancers performing classic ballet moves in scenery/dress meant to evoke certain styles of games (sports, space, war, etc.) before a musical change signifies a shift in style and they perform a more modern victory dance. At the end of each 30-second spot, viewers are invited to contribute to the linked social initiative, calling on gamers to submit their own victory dance on Instagram for a chance at winning a PS4. At this point, any gaming advertising that tries something different is a welcome departure, and the social initiative has the potential to lead to some fun engagement with fans. We do wish, however, that they had managed a take of “Dunk” (stick around for it after the jump) where she actually makes the shot. Read more