Sex sells…So. Does. Dance!

The importance of video in advertising cannot be understated, as an aesthetically orientated species we are undeniably drawn to visual arts. Couple that with the video capabilities of today’s marketing platforms and you have a potent cocktail of technology for brands to engage with their audience.

Dance is a highly versatile medium that can allow brands to use video to showcase their products or even a brand ethos in a highly stimulating and artistic way. Its ability to interpret complex concepts means that a brand can articulate its message in an engaging, non-verbal way without losing the essence of its meaning.

Dancing is surely the most basic and relevant of all forms of expression

Lyall Watson

Dance, like sex, sells. It is powerfully emotional, highly visual and it appeals to a variety of tastes, cultures, age groups and experiences. But, in the same breath, dance can also be used to align a product or brand with a key demographic who may typically affiliate themselves with a particular dance style.

Brands that have demonstrated the power of dance advertising are as varied as Under Armour, AXA insurance and John Lewis.

Under armour’s dance advertisement called “I Will What I want” demonstrates the power of dance in advertising perfectly:

Under Armour used the athlete Misty Copeland who does not specifically ‘conform’ to the gender stereotype of a ballet dancer. The camera purposely concentrates on her dancing whilst also displaying her powerful calves, muscular quads and strong upper body. This juxtaposition is completely intentional works perfectly for the brand message.

“You have the wrong body for ballet”

“You lack the right feet”

“You are far too old”

Under Armour have challenged conformity in this video by audibly naming all the reasons why Misty Copeland’s was rejected as a child. Under Armour has utilised the power of dance effectively to tell a story about an individual who battled against negative preconceptions and stereotypes of women in sport, and how as a young girl she fought these barriers. She stands powerfully, not dancing in the standard leotard and tutu, but in a tight cropped top and underwear as the camera zooms into her chiselled muscles.

She stuck at it. And kept fighting. That’s what Under Armour wants to convey… they could not have done it any better.

I’m grateful for the opportunity Under Armour has given me to show people the intense training and dedication that goes into ballet.

Misty Copeland.



Some of BK’s favourite’s

This is iconic. I remember everyone in school would try and replicate it. Although it has nothing to do with chocolate, people still talk about “That Cadbury’s advert” so it clearly did the trick.

Will Hartley, Account Executive.

It’s iconic as an advert and became iconic as a product. The use of dancers made it immediately appeal to “cool” people and put it firmly in the young/hip/trendy demographic which was completely intentional by Apple. It’s use of silhouette was brilliant because it subliminally started the trend for white headphones… you can’t see anyone individually, but everyone has white headphones, creating the desire to be part of that group of cool people who all have that 1 thing in common… genius! Finally, in true Apple style at the time, there is almost no mention of the product… meaning we are drawn to the brand image and not the physical thing.

Dev Gahir, Head Of Digital. 

I like that it’s an advert, but it could be an art film in its own right. The psychedelic combination of the dance moves, set design & after-effects is magical

Felicity Clarke, Creative Manager

Video is getting bigger, and dance is a big part of it!

With 3.96 billion people actively using social media in the world, brands have a huge channel through which to advertise their campaigns and drive engagement.

In recent years, brands have been advertising more frequently with the use of videos on social networks and are now adding a narrative to these, which encourages a positive impact on customer engagement. According to the Visual Index (2020), 82% of the internet will be videos by 2022 as the consumer demand for video content continues to increase, brands are having to work harder than ever to keep up.

As you can see from the examples above, there are very powerful and effective ways of using dance in advertising to convey a brand’s message and, with the continued growth of video content, it will allow a brand to stand apart from others and offers a different way of reaching out to customers and be unforgettable.

At Banana Kick, we can’t promise that we can dance, but we can definitely work to connect you to your audience!

Get in touch to find out how we can help!