The last time Marquese Scott stepped onto the stage of Atlanta's Fox Theatre, it was for one of several reality-show auditions that failed to elevate him out of anonymity. In fact, he was told to stop trying. "One of the judges told me I was not going to be more than a club dancer," Scott recalls in a message to his YouTube fans.
It's a cultural shift as inevitable as the tide: No matter how deeply underground its roots run, every musical style is eventually co-opted by the corporate world. That's exactly what's happened with dubstep, a subgenre of electronic music that's more than a decade old but has abruptly become a go-to soundtrack of choice for marketers over the past two years.
We seem to have reached a point where it's almost too easy to convince clients to use YouTube stars in their spots. Case in point: Not one, not two, but three marketers are currently featuring the dubstepping dance dynamo Marquese Scott in campaigns. Check him out in two spots that broke last week—Coca-Cola's "One Song. Street Dancer," in which he busts a move thanks to Coke's free-song iTunes promotion; and Peugeot's "Let Your Body Drive" promotion (created by Initials Marketing), in which Scott unleashes a whole cadre of moves in a parking garage and then invites you to submit your dance moves for a chance to win a trip to Ibiza. He even shows you the Peugeot-branded "208 Body Drive" move. As Adweek mentioned earlier, he's also in the new Roomba spot—doing the robot, of course. With all these promotions, it seems that Scott is certainly living up to his nickname: Nonstop. UPDATE: Scott also did a spot back in January for Audio-Technica's Solid Bass headphones. See that one after the jump.