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.
Credits:
PlayStation: Client
Guy Longworth: Senior Vice President Brand Marketing
John Koller: VP Platform Marketing
Franco de Cesare: Senior Director Home Consoles
Tyler Vaught: Senior Brand Manager Home Consoles
Cristian Cardona: Brand Manager Home Consoles
Cody Morales: Associate Brand Manager
Mia Putrino: Associate Brand Manager
Bartle Bogle Hegarty, New York: Agency
John Patroulis: Chief Creative Officer
Ari Weiss: Executive Creative Director
Dave Brown: Creative
Ian Hart: Creative
Joyce Kuan: Art Director
Jamie Rome: Copywriter
Carey Head: Head of Integrated Production & Technology
Kate Morrison: Head of Content Production
John Riddle: Senior Content Producer
Christina Carter: Content Producer
Douglas Stivers: Senior Producer
Kelly Bignell-Asedo: UX Director
Anthony Terruso: Creative Technologist
Rebecca O’Neill: Head of Art Production
Armando Turco: Head of Account Management
Melissa Hill: Account Director
Mark Williams: Account Manager
Mike Mueller: Account Executive
Kendra Salvatore: Strategy Director
Julian Cole: Head of Comms Planning
Ben Zoll: Comms Planner
Sean McGee: Head of Business Affairs
New York City Ballet: Partner/Talent
Troy Schumacher: Choreographer
Olivia Boisson: Dancer
Zachary Catazaro: Dancer
Emilie Gerrity: Dancer
Craig Hall: Dancer
Brittany Pollack: Dancer
Amar Ramasar: Dancer
Karen Girty: Senior Director of Marketing
Ellen Bar: Director of Media Projects
Fredrick Wodin: Director, Corporate Relations
Galina Khitrova: Manager, Corporate Relations
Skunk: Production
Jonathan Augustavo: Director
Matt Factor: Managing Partner/EP
Shelly Townsend: Executive Producer
Jeanne Stawiarski: Head of Production
Annalise Rowane: Producer
Sing Howe Yam: Director of Photography
Michael Bednark: Production Designer
Arle Bordas: 1st Assistant Director
John Scott Wilson: 2nd Assistant Director
Rosanna Pandolfo: Production Supervisor
Ruth Martinez: Assistant Production Supervisor
Arcade Edit: Editorial/Post Production
Nick Rondeau: Editor
Dan Gutterman: Assistant Editor
Tristian Wake: Flame Artist
Sila Soyer: Executive Producer
Lauren Cancelosi: Producer
The Mill: Telecine
Fergus McCall: Colorist
Dee Allen: Executive Producer
Heath Raymond: Producer
Beacon Street Studios: Original Music
Beacon Street Studios: Composers
Adrea Lavezzoli: Executive Producer
APM Music: Licensed Music
Deborah Fisher: Key Account Director
Sound Lounge: Audio Mixing
Tom Jucarone: Partner/Mixer
Vicky Ferraro: Executive Producer
Toria Sheffield: Producer
DOMANI Studios: Digital Design and Development
Jon Lander: Creative Director
Dan Ashley: Senior Designer
Steve Matysik: Interactive Developer
Steve Young: Interactive Developer
Matt Wilcox: Director of Front End Technology
Taylor Hills: QA Lead
Nirmala Shome: Interactive Producer