Ad of the Day: New York City Ballet Shows PlayStation Gamers a Proper Victory Dance

It's been a breakthrough year for ballet in advertising. It started off on the wrong foot with the notorious Free People ad, but it at least got people talking. Then the New York City Ballet did its remarkable 9/11 film via DDB New York. And of course, American Ballet Theatre soloist Misty Copeland did her amazing spot for Under Armour. Now, the New York City Ballet is back in another fun and inspired project: a BBH New York campaign for PlayStation that shows gamers how to do a proper victory dance after crushing a friend/foe in sports, war, space and heist games. Check out six spots below, in which NYCB dancers, in ballet-ified character dress, act out scenes from video games. Each ad begins with classical dance moves, but before long, after they vanquish their opponents, the dancers break out with moves that are way more down and dirty. "Send them to your friends to remind them of that lead you stole, the last goal you made, the grenade that ended the match or the dunk you landed on their face. Don't let them forget it," the brand says on its blog. There's a social element, too. Gamers who share their own victory dance on Instagram with the hashtag #PS4dancecontest could win a PS4 for themselves and one for a friend—which should ease the pain of any bruised egos. CREDITS Client: PlayStation Senior Vice President, Brand Marketing: Guy Longworth Vice President, Platform Marketing: John Koller Senior Director, Home Consoles: Franco de Cesare Senior Brand Manager, Home Consoles: Tyler Vaught Brand Manager, Home Consoles: Cristian Cardona Associate Brand Managers: Cody Morales, Mia Putrino Agency: Bartle Bogle Hegarty, New York Chief Creative Officer: John Patroulis Executive Creative Director: Ari Weiss Creative: Dave Brown, Ian Hart Art Director: Joyce Kuan Copywriter: Jamie Rome Head of Integrated Production, Technology: Carey Head Head of Content Production: Kate Morrison Senior Content Producer: John Riddle Content Producer: Christina Carter Senior Producer: Douglas Stivers User Experience Director: Kelly Bignell-Asedo Creative Technologies: Anthony Terruso Head of Art Production: Rebecca O'Neill Head of Account Management: Armando Turco Account Director: Melissa Hill Account Manager: Mark Williams Account Executive: Mike Mueller Strategy Director: Kendra Salvatore Head of Communications Planning: Julian Cole Communications Planner: Ben Zoll Head of Business Affairs: Sean McGee New York City Ballet Choreographer: Troy Schumacher: Dancers: Olivia Boisson, Zachary Catazaro, Emilie Gerrity, Craig Hall, Brittany Pollack, Amar Ramasar Senior Marketing Director: Karen Girty Media Projects Director: Ellen Bar Corporate Relations Director: Fredrick Wodin Corporate Relations Manager: Galina Khitrova Production: Skunk Director: Jonathan Augustavo Managing Partner, Executive Producer: Matt Factor Executive Producer: Shelly Townsend Head of Production: Jeanne Stawiarski Producer: Annalise Rowane Director of Photography: Sing Howe Yam Production Designer: Michael Bednark First Assistant Director: Arie Bordas Second Assistant Director: John Scott Wilson Production Supervisor: Rosanna Pandolfo Assistant Production Supervisor: Ruth Martinez Editing, Postproduction: Arcade Edit Editor: Nick Rondeau Assistant Editor: Dan Gutterman Flame Artist: Tristian Wake Executive Producer: Sila Soyer Producer: Lauren Cancelosi Telecine: The Mill Colorist: Fergus McCall Executive Producer: Dee Allen Producer: Heath Raymond Original Music, Composers: Beacon Street Studios Executive Producer: Adrea Lavezzoli Licensed Music: APM Music Key Account Director: Deborah Fisher Audio Mixing: Sound Lounge Partner, Mixer: Tom Jucarone Executive Producer: Vicky Ferraro Producer: Toria Sheffield Digital Design, Development: Domani Studios Creative Director: Jon Lander Senior Designer: Dan Ashley Interactive Developers: Steve Matysik, Steve Young Director of Front-End Technology: Matt Wilcox Quality Assurance Lead: Taylor Hills Interactive Producer: Nirmala Shome

Brand Marketing

Ad of the Day: New York City Ballet Shows PlayStation Gamers a Proper Victory Dance

They're not above a little taunting, either

Tim Nudd

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