Dance Fight

Deezer, the global music experiences platform, is back with the second installment of its “Live The Music” brand campaign, produced by BETC Paris. Taking the concept to the next level, Deezer’s latest ad transforms a boxing match into an electrifying dance battle, blending the iconic dance styles “voguing” and “waacking” with intense athleticism.

The spot opens in a packed, high-energy arena, where two muscular boxers face off in front of a cheering crowd. Overhead, a frazzled production manager struggles to juggle work while keeping an eye on her mischievous teenage daughter, who seizes the moment to hijack the arena's sound system and blast music from Deezer.

The boxing match suddenly transforms into a dance fight, with punches and jabs turning into voguing and waacking in a fluid choreography. This is not a regular dance-off. The boxers still want to win, throwing punches amidst their newfound rhythm. As the music builds to a thrilling crescendo, the entire arena gets swept up, bopping to the beat. The mother watches in shock while the daughter dances in the sound booth, as a knockout uppercut punch brings the match to a powerful conclusion. But there’s no loser in a dance fight, and the floored boxer grins at his opponent and winks at the audience.

"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," said 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.”

Shot on location in São Paulo, Brazil, Deezer’s new ad was 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.

Well-known in the ballroom community, Soares collaborated with Rosalia on the Motomami tour and TikTok Live. Additionally, he choreographed and performed in Tove-lo’s “Are You Gonna Tell Her” music video. Overseeing production designer and art direction on set was Nidia Aranha, a Latin trans artist based in Brazil who was recently selected by the British Fashion Council as one of 50 exceptional young talents from around the globe to be celebrated as part of the New Wave: Creatives at The Fashion Awards 2024.

The ad is supported by an earworm of a track from an emerging artist, Boom Boom Boom Boom Boom by 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," said 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.”

With this bold campaign, Deezer delivers an unforgettable message: music can transform even the fiercest battles into pure joy.

The campaign ‘’Dance Fight’” will be broadcast on television in France from 22th December and Brazil and also online globally. It is supported by OOH/DOOH, print, digital and social assets.