Dance Research Paper
Dance Research Paper
Dancing is undoubtedly one of the oldest forms of art. Over the recent years, the art of dancing has evolved through several stages and become more sophisticated. Different types of dancing styles have been introduced and more opportunities for artistic dancers have been created. Dancers have gained recognition not only as entertainers but also as artists. These two aspects of dancing created the concept of dance marketing. Several job opportunities, such as artistic dancing directing and costume designing, have been created in the process. Marketers and manufacturers, such as Microsoft, Apple, Toyota and Ford, have collaborated with dancing groups to perform street and television marketing commercials aimed at advertising their specific product. In 2008, Ford collaborated with Pilobolus Dance Company, to produce a one-minute long car commercial, Human Car – Ford Pilobolus (Ford Motor Company & Pilobolus Dance Company 1).
Pilobolus is a modern dance company based in America and Belgium. Started in 1971, the company has performed several choreographic works and won numerous awards such as the Grammy award, Berlin Critic’s Prize, Scotsman award and the Brandeis award (Pilobolus, 1). Apart from the Ford commercial, Pilobolus have performed in several other ads for companies such as Hyundai, Toyota, IBM, Google and Opel (7). Their contemporary performances have been regarded as masterpieces in modern dance. In the commercial, Human Car – Ford Pilobolus, Pilobolus dancers perform a modern dance to advertise Ford’s car models. Fourteen dancers join their bodies to form illusions of different car models.
Pilobolus have proven that the human body can be the most universal, expensive and magical form of media. The levels of skill, creativity, uniqueness and imagination expressed by Pilobolus dancers in the advertisement are very impressive. According to Bailiwick, the artistic skills portrayed in this ad were inspired by an acrobatic mime troupe (1). The dancers join their bodies to form four different formations of car models. Any viewer watching the commercial would be amazed by the perfection portrayed by the dancers in forming the shape of a car. Excluding the wheals, the dancers formed shapes of all parts of a car such as the hood, grills, bumpers, doors, headlights and the iconic Ford emblem. The only physical parts of a car that was used in the dance are two wheels. Any person who did not see the formation of the model might actually believe that it is an actual car.
Furthermore, the director also did a splendid job in balancing the amount of light during the production of the commercial. The elements of shadow and light play improve the illusion of the formations since it is not easy to spot the body parts of the dancers. The inclusion of lights in the last formation, to represent the headlights of a car, makes the final illusion more realistic. Towards the end of the commercial, there is a text next to Ford’s iconic logo that states, Powered by you. This text echoes the message that was put across by the dancers. Ford aimed at informing the automobile market that the designs of its products are inspired by its consumers. All aspects of their models have been designed to ensure usability and comfort ability. The advert had achieved its goal of heightening the appeal of Ford’s car models. The commercial is not only informative, but also educative.
Bailiwick, John. “Pilobolus: From Jock Goof-offs to the Oscars, and Beyond.” The American Society of Cinematography. The American Society of Cinematography, 19 Nov. 2009. Web. 25 Oct. 2013.
Ford Motor Company & Pilobolus Dance Company. “”. Youtube. Ford Motor Company & Pilobolus Dance Company, 7 Nov. 2008. Web. 25 Oct. 2013.
Pilobolus. “Pilobolus Debuts Lumi on Dragon Innovation.” PilobolusBlog. PilobolusBlog, 24 Sep. 2013. Web. 25 Oct. 2013.
Pilobolus. Pilobolus Program Madison. Pilobolus, 2010). PDF file.
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