Clever Creative: Dancing in the Street

We all have that one song that we can’t help but bust a move to when it comes on. The “Clever Creative” for today embodies that feeling and encourages you to dance like no one’s watching. In a new ad for Bose, we see a woman dancing all alone in the heart of Central London. At first you may think this is some dystopian universe that has a city that looks like London, or that this ad has been highly edited in post production. However, as the ad goes on, we learn that this well-executed ad is actually promoting the Bose QuietComfort 35 headphones, with Maëva Berthelot artfully dancing in the streets of London:

Why our GEMites liked this clever creative:

Our GEMites appreciate both creativity and art, and this ad has a beautiful mix of both. Maëva Berthelot’s dancing is like watching contemporary art come to life. Her moves are so smooth and poetic that they flow perfectly with the music.

We also commend how the simplicity of the ad’s concept makes the message clear. Recently there has been a big push for abstract commercials, which can sometimes leave consumers confused about the message, whereas this ad is more of a discovery. At the end you know exactly what it’s trying to say: These noise cancelling headphones will infuse you with music to the point where they cancel noise so well you’ll feel like you’ve escaped to a parallel universe, even in the busiest of places.

Why our fellow creatives should like this:

Now, one of the first thoughts we had about this ad, besides how perfect it was, was, “How the hell did they pull this off?” The coordination and planning that had to go into building the illusion that Maëva Berthelot was alone in downtown London is unfathomable. The creative team had to close down major roads and sidewalks just to make this happen, and that sort of dedication to a creative vision hopefully inspires us all to push our own creative boundaries.

On top of the numerous variables that had to be defied to capture the sentiment, we think our fellow creatives should like it because it is a perfect ad for the product. Dance and music go hand-in-hand and Bose used the two to sell their product that relies on music. In today’s advertising age, companies are trying to outdo each other with these complex ads that don’t necessarily fit with the product. However, this Bose commercial aligns harmoniously with the product, which is how it should be.

This artful, yet simplistic, ad is so perfect it will have you dancing in the streets with Maëva Berthelot and your own set of Bose QuietComfort 35 headphones.

Let us know what you think, and look out for next week’s installment of Clever Creatives!

If you’re looking for some clever creative of your own, feel free to contact us.

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• Creativity
• Art
• Clever Creative
• Advertising
• Bose