With all 12 stars announced, the promotional videos for MediaWorks’ Dancing With The Stars were released this week featuring a dance-off between the competitors.
The 45-second promos featured two dancers at a time in front of a cheering crowd.
In one, model Jess Quinn does a tango with a dance partner, while actor Robert Rakete does some Micheal Jackson moves, including an attempt to moonwalk which fits with the videos’ Thriller-esque feeling.
In the longer 60-second spot, all 12 dancers feature, from politician David Seymour to television sweetheart Suzy Cato (she is a firm favourite in the StopPress camp).
Ant Farac, executive creative director for MediaWorks, says the team had a number of strong creative treatments for this season.
“…but the ‘dance off’ campaign we produced not only resonated in terms of brand values of Three but also for the show itself. Here we have a number of stars competing not only for themselves but also for their charities. Competition is ‘fierce’ and they all want to win.”
He says the dance-off was the perfect vehicle to introduce the 12 stars and lay down the challenge for each other in a vibrant, playful and inspiring way.
Farac worked on the campaign for the 2015 season of Dancing With The Stars and says the campaign has evolved.
“In 2015 when Dancing With The Stars waltzed onto our screens we were still TV3. Dancing had last been seen on TVNZ and had been a blockbuster in the market, so for us the history and the format to a large extent dictated the treatment.”
He says the team decided to go big on ‘glitz and glamour’, and literally big by projecting the stars on buildings, and it was a hit.
“Now in 2018 we are Three, the brand allows us more flexibility, and paired with the fact that we have had Dancing With The Stars before there are less creative constraints. We can make it more our own, ‘twerk’ rather than ‘tango’ and the new campaign is a direct result of this.”
The judging panel is made up of Camilla Sacre-Dallerup, Julz Tocker and Rachel White, and the show will be hosted by Dai Henwood and Sharyn Casey.
The show premieres on Sunday at 7pm on Three. Episodes will also be available on ThreeNow.
Concept: Juita Tambunan and Ant Farac
Executive Creative Director: Ant Farac
Art Design Director: Juita Tambunan
Director: Shay Logan
Second Unit Director: Patrick Caldelari
Photographer: Stephen Tilley
Producer: Suzanne DeZeeuw
Head of Marketing TV: Rebecca Saunders
Senior Brand Manager: Rachel Langford
Assistant Brand Manager: Tayla Motu