Global music experiences platform, Deezer, transforms a gritty boxing match into a humorous dance-off in the second instalment of its Live The Music brand campaign, by BETC Paris. It’s not a regular dance-off. The boxers still want to win, throwing punches with their newfound rhythm. As the music builds to a crescendo, the entire arena gets swept up, bopping to the beat. Ultimately, a knockout uppercut punch brings the match to a powerful conclusion. But there’s no loser in a dance fight. The floored boxer grins at his opponent and winks at the audience, and Deezer delivers its message that music can transform even the fiercest battles into pure joy.

“As a leading music experiences platform we’ve fully embraced our role as the catalyst for meaningful self expression and connection with others through music,” stated Maria Garrido, chief marketing officer, Deezer. “The new Deezer ad beautifully articulates our Live the Music positioning, capturing creative and unique expressions of self while uniting people through meaningful musical moments. We´re looking forward to sharing it with the world.”

The commercial was shot on location in São Paulo, Brazil, directed by Nogari via Iconoclast, with a stable of superstar creatives from the LGBTQ+ community at the heart of the production. These included Nogari himself, along with choreographer, Eddy Soares. It is supported by an earworm track, Boom Boom Boom Boom Boom, by emerging artist, Bonti. This choice highlights Deezer’s ongoing commitment to support emerging talents from across the world and keep the musical scene as fresh and alive as possible.

“Boxers swing punches with such rhythm that we couldn’t resist mixing boxing up with voguing and waacking to create something completely new and contagious,” stated David Martin Angelus, creative director, BETC Paris. “It was very cool to put the spotlight on voguing and waacking in such a fun way, as they’re making a huge comeback in pop culture. There’s a comedic and over the top aspect to voguing and waacking that is absolutely contagious, especially when mixed with boxing.”

Dance Fight is being broadcast in France and Brazil and is running online globally. It is supported by OOH/DOOH, print, digital and social assets.

Credits:
Clieny: Deezer
Client Team: Maria Garrido, Solene Claoue, Sofia Oberhoff, Arnaud Roulleau, Giovanna Varache, Yuri Valdevite

Creative Agency: BETC Paris
Account Team: Bertille Toledano, Farah Belmokhtar, Leopold Berges
Chief Creative Officer: Stephane Xiberras
Creative Director: David Martin Angelus
Copywriter: Matt Jones
Art Director: Abi Stephenson
Chief Strategy Officer: Sebastien Houdusse
Creative Resources Coordinator: Elodie Diana
Music Creative Director: Adam Ghoubali
Creative Producer: Leslie Levy

Production Company: Iconoclast
Producer: Benoit Roques
Director: Nogari
DOP: Jeff Bierman
Choreographer: Eddie Soares