AKA NYC’s video launch campaign for the new Broadway-bound musical GOTTA DANCE is based on a deceptively simple twist. After piquing the interest of viewers with soft-focus shots of dancers gliding effortlessly across a stage, it lets them in on the secret: they’re all over sixty. But the show’s veteran cast struts their stuff with the grace and verve of hoofers half their age!
The in-house created spot is all about celebrating these characters as champions, a campaign theme our research team landed on after studying movies and other Broadway shows with a similar message. It’s hard not to be inspired by the heart and depth of GOTTA DANCE and these characters that won’t let anything—even age—keep them from their dreams. We can’t wait until it makes its way from the Windy City to the Great White Way.