Introduction: How Dance Impacts Advertisements
Although dance is the only surviving classical art form, it has also undergone evolution in recent years, prompting the question of how dance impacts advertisements. Its stages have become more sophisticated than ever before, with various styles emerging, providing dancing artists with numerous opportunities to showcase their skills. No longer confined to being mere entertainers, they have gained recognition as artists alongside their counterparts in other forms. Both these aspects of this fine art have created a market for dance, offering several job opportunities for dancers.
In this process, diverse job openings, such as artistic dance directions and costume design professions, have been established. Notably, numerous top brands have collaborated with dancers for commercials to market their products. For instance, Ford partnered with Pilobolus Dance Company to produce a one-minute advertisement for their flagship car, Human Car – Ford Pilobolus, which aired in 2008 (“Ford Motor Company & Pilobolus Dance Company”).
Piloblous and Question of How Dance Impacts Advertisements
Established in America and based in both Belgium and the United States, Pilobolus, as a modern dance company, has recently emerged on the scene. Although it started back in 1971, the company has earned accolades such as the Berlin Critic’s Prize, the Brandeis Award, the Grammy Award, and the Schotsman Award, reflecting the quality of its work and choreographic style (Pilobolus, 1). Its performance collaborations for ads are not limited to Ford alone; it has also partnered with Google, IBM, Toyota, Opel, and another giant car manufacturer, Toyota (7).
However, its recent performances have garnered acclaim, considered masterpieces such as “Human Car – Ford Pilobolus.” In this ad, Pilobolus dancers showcase their dance steps to introduce a new model of Ford. More than fourteen dancers collaborate to create the illusion of their bodies forming different models of the car.
Human Body and How Dance Impacts Advertisements
This company has demonstrated that the human body is not limited to its physical structure; it can be molded into different forms, even resembling a car. As one of the widely recognized forms of media, dance is not only expensive but also magical. The creativity, uniqueness, and skills displayed by Pilobolus are top-notch, and their imagination and the range of artistic limits are impressive.
Dance critics have identified the techniques used, noting that the artistic skills were borrowed from a mime troupe (1). Dancers mimic this art form by joining their bodies to create different models of the car being advertised. The perfection of the portrayal of the car is mesmerizing for viewers of the commercials. They not only form the full body of the car but also create different shapes for its parts, such as headlights, bumpers, grills, hood, and the Ford emblem. However, an intriguing aspect is that the dancers only use wheels and nothing else. To someone unfamiliar with the dancing troupe, their illusions might be mistaken for an actual moving car.
Director and Question of How Dance Impacts Advertisements
However, it is not just the dancers’ trick; the director also played a crucial role. The director did an excellent job of illuminating the commercial, as the illusion was further enhanced by the play of light and shadow and their combinations. Shadows played a significant role in amalgamating body parts to form illusions. To make the final illusion realistic, lights were strategically included, resulting in a brilliant show.
The concluding text, “Powered by You,” serves as a clear reflection of the silent message conveyed by the dancers from the opening illusions to the last one. Ford aimed to communicate to its marketers that its products are tailored for consumers and have inspired them. Every aspect of their product has been designed to showcase the comfort and usability of their vehicle. Ford’s goal to increase appeal for its car model was duly achieved. This commercial is not only inventive but also educational and informative.
Works Cited: How Dance Impacts Advertisements
- Bailiwick, John. “Pilobolus: From Jock Goof-offs to the Oscars, and Beyond.” The American Society of Cinematography. The American Society of Cinematography, 19 Nov. 2009. Web. 25 March. 2022.
- Ford Motor Company & Pilobolus Dance Company. “”. Youtube. Ford Motor Company & Pilobolus Dance Company, 7 Nov. 2008. Web. 25 March. 2022.
- Pilobolus. “Pilobolus Debuts Lumi on Dragon Innovation.” PilobolusBlog. PilobolusBlog, 24 Sep. 2013. Web. 25 March. 2022.
- Pilobolus. Pilobolus Program Madison. Pilobolus,2010. PDF file.
Relevant Questions about How Dance Impacts Advertisements
- How does dance impact advertisements by enhancing visual appeal and message delivery?
- In what ways do dance collaborations, exemplified by companies like Pilobolus, contribute to the uniqueness and creativity of marketing campaigns?
- How can the use of dance in advertisements, as demonstrated by companies like Ford and Pilobolus, influence consumer perception and engagement with a brand?
