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

They're not above a little taunting, either

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.


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

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