As scenes from movie theaters showing the Taylor Swift concert film reminded us, sometimes you’re just compelled to dance—whether you were planning to or not. Which is kind of what happens to everyone in Ubisoft’s new “Just Dance” campaign, announcing the 14th year of the popular gaming franchise.
Creative agency Known crafted a pair of spots, both set to the music of Bad Bunny. They start off with shots of the game in action, but soon a disco-ball head escapes the confines of its virtual space and flies around the real world—inspiring weird and crazy dances in everyone it comes across.
In the end, the disco ball achieves total world domination, with a wink.
Ubisoft is touting the new version of the game—available in “Just Dance 24 Edition” and “Just Dance+” versions—as equally appealing to new and legacy players, with enhanced social features to draw in Gen Z and improved gameplay for existing fans.
“‘Just Dance’ has been bringing families and friends together for 14 years, delivering on the simplest but most important promise—connections,” said Negar Baharlou, global director of marketing at Ubisoft. “For ‘Just Dance 2024 Edition’ and ‘Just Dance+’ we wanted to highlight all the ways you can play, bond and dance 24/7.”
“The infectious joy of ‘Just Dance’ is truly undeniable,” added Mark Feldstein, president of Known Studios. “We loved the opportunity to continue our Ubisoft partnership with a campaign that brings this quality to life in a colorful, quirky and universal way—after all, you can't stop the dance.”
The campaign will run globally across linear TV, CTV, paid social and and organic social.