The DOMYOS Battle Ad Features Fierce Competition
Vivian Lau — August 22, 2012 — Pop Culture
References: domyos-fitness & fastcocreate
The new DOMYOS battle ad features a small army of talented kids that bust out some crazy moves to promote the French fitness clothing line.
The energy-packed video showcases a raw frenzy of windmills, high kicks and back bends by kids popping to a routine choreographed by Benjamin Millepied. Played against a catchy beat, the mantra of D-O-M-Y-O-S is repeated throughout the spot. Like in any good dance-off video on YouTube, you cannot watch this just once, which makes the ad so effective.
DOMYOS commercials are usually shot in the same style. They are heavy with action and dance, emphasizing the functionality of their clothing rather than the look. This approach is a breath of fresh air when compared to the theatric and overly dramatic angle that many sportswear lines opt for when promoting their products.
The energy-packed video showcases a raw frenzy of windmills, high kicks and back bends by kids popping to a routine choreographed by Benjamin Millepied. Played against a catchy beat, the mantra of D-O-M-Y-O-S is repeated throughout the spot. Like in any good dance-off video on YouTube, you cannot watch this just once, which makes the ad so effective.
DOMYOS commercials are usually shot in the same style. They are heavy with action and dance, emphasizing the functionality of their clothing rather than the look. This approach is a breath of fresh air when compared to the theatric and overly dramatic angle that many sportswear lines opt for when promoting their products.
Trend Themes
1. Youth Dance-off Campaigns - Opportunity for brands to engage younger audiences through energetic and compelling dance-off campaigns.
2. Raw Frenzy of Moves - Potential for innovative fitness clothing lines to showcase functionality through action-packed and dynamic dance routines.
3. Effective and Memorable Ads - Shift towards creating captivating advertisements that can be watched repeatedly, offering disruptive opportunities for marketing campaigns.
Industry Implications
1. Fitness Clothing - Chance for fitness clothing brands to embrace the trend of showcasing functionality in commercials through dance and action.
2. Youth Entertainment - Growing market for brands to tap into youth entertainment by creating dance-off campaigns that engage and resonate with younger audiences.
3. Sports Marketing - Opportunities for sportswear lines to adopt a fresh and energetic approach in their advertisements, moving away from theatrics and embracing the power of dance and motion.
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