Is that you? Are you one of those people? Do you get offended easily? Last but not least, are you a dancer? Ok, if you answered yes to any of these questions, feel free to keep reading. or don’t either way, what is about to be said may piss you off.
So, if you haven’t seen the stories or anything like that from ADWEEK or any other contributors talking about marketing and how the community is up in arms about Free People’s new video showcasing a ballet dancer, let us fill you in. First watch the original Ad:
Ok. Did you see anything wrong with it? Did it inspire you to move, to follow your dreams? To dance? To learn ballet? To be just like this girl? Yes? No? Either way who cares, that’s not what this is about. This is about SELLING CLOTHES!
“This is a mockery of dance…” says one youtube comment.
“Has she not been TRAINED?! Her Feed are TERRIBLE!…” says another.
the comments go on. the twitter mentions go on.
You see where I’m going with this? People were upset… wait… no… let me re-phrase. DANCERS were upset at this ad that seemly showed a multi cultural woman doing ballet and talking about how it empowers her as a dancer and helps her unwind and express herself.
We’re not going to focus on the lack of training the dancer has had in the video. No, rather let’s focus on the thin-skinned community of dancers that are in this uproar.
These dancers obviously believe everything they see in every ad on the internet. They click the banners that say if they do, they’ll be WAY better in bed. Oh and I don’t know how many FREE XBOX’s or laptops they’ve been randomly chosen to win that they’ve claimed.
What these people don’t realize is that this was an ADVERTISEMENT from a CLOTHING COMPANY. Free People is a CLOTHING COMPANY! Do you get it? Caps lock means we mean business and you should totally listen. They are not a ballet studio, they are not dance teachers. They are a clothing company that released a ‘movement‘ section to their branding. Yes, it says “Yoga, Surf, Ballet” in their image, but fuck… the dance community is going to be up in arms about an ad that was supposed to evoke a feeling of accomplishment and inspiration? Give me a break and get back to your spins and leaps.
We’re not dancers here, and no we don’t know proper form, but we take the ad for the messaging, it’s positive. GO DO YOU!
Instead of owning up to it and giving reasoning behind not putting a true, trained ballet dancer in their ad, Free People put up a blog post with a photo series with REAL ballet dancers. Maybe they will see you CAN really do ballet in their clothes and not just that fake ballet.
I wish there was more to it than just workout clothes for women who seem to already be in shape, but sadly there is not. It’s just an ad, and the dancer community needs to either shut up about her poor foot position or better yet, show that THEY are trained BALLET dancers and they could maybe win from free FreePeople movement gear? Maybe they can be involved with the company, rather than shouting in to their boxes “I’M SO MAD RIGHT NOW AT HER FEET!” Maybe they can feel something besides resentment that they didn’t get cast in the ad.
How do you feel about this ad? Do you even care, or are you busying doing downward dog or the Sun Pose?
What would you like us to write about? Any comments? Suggestions? Feelings? How’s that Laptop you won working out?