Commotion Friday: Smuin Ballet

How do you reach out to a new audience that traditionally would not be interested in ballet?

One of the biggest problems with ballet is it’s traditionally classified as a “high culture,” which gives the dance some cachet, but also shuts potentially new audiences out.

Agency Evolution Bureau shows ballet in a new light by double exposing another cultural figure with the ballerina.  Each ad has a different tagline, but begins with “Ballet, but…”

It challenges the viewer to think about ballet in a new way by mashing it together with other forms of entertainment and sub-culture.  Good communication should always challenges the reader or viewer to reconsider prior notions.  They make the point without a lot of copy, which is even better.  Simplicity rules.