Normal people in everyday situations are compelled to drop their normal behavior and start dancing manically, to the consternation of those around them, in an ad for dance-fitness brand Zumba.
A chorister, club bouncer, lady in a lift and a traffic cop are among the stars of the 90-second 'Let it move you' US TV ad. What starts as apparent physical tics - the twitch of an arm, the spasm of a torso - soon evolve into fully-fledged dance moves, with onlookers appearing increasingly bemused. The dancing grows more and more frantic until mayhem ensues - cars crash, a mattress explodes, cups gets knocked to the floor and the office worker smashes a window. Brand: Zumba Agency: 180LA Creatives: William Gelner, Janet Champ, Marta Ibarrondo Marketers need to look further ahead than Apple's latest launch to embrace fluid forms of friction-less communication
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