New York City Ballet Teaches PlayStation Gamers to Taunt with Flair
The New York City Ballet has teamed up with PlayStation to teach gamers how to taunt their opponents with a proper victory dance.
Ballet and video games may not seem like ideal dance partners, but PlayStation has enlisted the New York City Ballet in their new video campaign. The dance company and video-game juggernaut teamed up to produce six new TV spots that show gamers how to do a proper victory dance.
Each 45-second video is geared toward a specific game genre – perfect for sending to friends after that game-winning touchdown pass. There are spots depicting several different sports, as well as options for the Call of Duty crowd.
My one gripe is that each of the six ads is essentially identical. If you’ve seen one, you’ve seen them all. The first half of each video features classy ballet dancing, then loud house music or hip-hop starts playing and it all breaks down. It’s worth a chuckle the first time or two, but the formula quickly grows stale. Some variety would have been nice.
The campaign also includes a social media element, which could provide some of the most cringe-worthy material in recent memory. Gamers who share a video of their own victory dance with PlayStation’s Instagram account are eligible to win two PS4 systems. The hashtag for the contest is #PS4dancecontest, but will probably become more like #neckbeardtwerking.
While I would have preferred a bit more variety in the spots – or perhaps just increased specificity to the subject game genres – I do think PlayStation did well for themselves here. The combination of ballet and video games is unexpected and well-executed. Just don’t bother watching all six videos.
Howard Davidson Arlington MA