The latest advertising film for the Deezer platform was built around a powerful idea: all it takes is music to reveal yourself and connect authentically to those around you. In the latter, two rivals connect in an unexpected and amusing way in a boxing ring through music. The Deezer signature, “Live The Music” then takes on its full meaning.
The commercial begins in a crowded arena, where two boxers face off, cheered by a delirious crowd. Up high, a technician struggles to juggle sound/light management and her teenage daughter who, during a moment of inattention from her mother, takes over the room’s sound system to broadcast her own music via the Deezer application . An initiative that transforms the boxing match into an electrifying dance battle.
The movie “Dance Fight” has been broadcast on television since December 22, 2024, in Brazil and online worldwide. It will be supported by poster, DOOH, digital and social media campaigns.
A supervised campaign in Brazil
Shot in São Paulo, Brazil, the film was directed by Nogari (Iconoclast) with creative talents from the LGBTQ+ community at the heart of the production, such as Nogari himself and choreographer Eddy Soares. Additionally, Nidia Aranha – a transgender Latina artist based in Brazil – oversaw the art direction and production design of the shoot. She was also selected by the British Fashion Council as one of the 50 exceptional young talents from around the world during their Fashion Awards 2024. The campaign is punctuated by the catchy title “Boom Boom Boom Boom” by emerging artist Bonti.
This choice highlights the brand’s commitment to supporting emerging talent from around the world and keeping the music scene as vibrant and renewed as possible. “The boxers put so much rhythm into their punches that we couldn’t resist the desire to mix boxing, voguing and waacking to create something completely new and communicative.”says David Martin Angelus, Creative Director at BETC, in a press release.
Source: www.e-marketing.fr
