Ballet dancers have become the go-to for ad campaigns lately—just last month we wrote about PUMA’s collaboration with New York City Ballet for the shoe company’s “Swan Pack” collection. Now, dancers from The Washington Ballet are getting in on the trend. The company recently teamed up with creative agency Design Army to promote CityCenterDC, the city’s newest shopping district. In a wacky, retro–inspired video, the dancers (led by the dashing Daniel Roberge) shimmy, shake and pony step their way through the DC streets.
The two-minute video, choreographed by former TWB artistic director Septime Webre, is part Austin Powers, part West Side Story, with dancers leaping through the shopping complex in colorful street clothes and sneakers. According to the agency, the campaign’s tag line, “District of Joy,” aims to bring positive morale back to the nation’s capital, an area bombarded with daily political upheaval. That may be a tall order for an ad campaign, but these dancers certainly look like they’re having fun.