Groove Is Totally in the Heart in Sonos' Rollicking Holiday Ad

Jason Koenig Helms a Family Dancing to Dee-Lite's Classic Tune

Published On
Nov 22, 2017

Editor's Pick

If you watch just one spot before Thanksgiving, make it this one from Sonos, promoting its recently debuted Sonos One smart speaker.

The brand's earlier launch campaign showed how music, and the speaker, can be an instant mood shifter. That sentiment continues in this new holiday spot helmed by music director Jason Koenig (who's well known for his work with artists such as Ed Sheeran as well as Macklemore and Ryan Lewis). It starts with an incredibly diverse-looking family preparing their Thanksgiving meal. Apart from those doing the cooking, everyone is sitting around either on their devices or napping, until one family member decides to liven things up, asking Alexa to play "Groove is in the Heart" by Dee-Lite on her Sonos player.

Suddenly the whole clan is compelled to start moving, and soon they are all grooving around the house throwing down some incredible dance moves. Kids, grandparents and everyone else join in. It's the kind of overly feel-good, burst into dance-type scenario that might easily make the hair on the back of your neck stand on end, but here, the execution--from the choreography to music to casting--just works. And it's rollicking fun.

The campaign will run online, on streaming services, and in movie theaters.


Nov 22, 2017
Brand :
Client :
Director :
Jason Koenig
Agency :
Anomaly-New York
Chief Marketing Officer :
Joy Howard
Global Brand :
Dmitri Siegel
Brand Marketing Director :
Lorrin Pascoe
Brand Marketing Manager :
Jacob Ramos
Production Company :
Anonymous Content
Post House :
Cut + Run
Media Agency :

Need a credit fix? Contact the Creativity Editors

Project Type