Ubisoft has just launched a campaign for the 2025 edition of the hit rhythm game Just Dance, just in time for the franchise's 15th anniversary.
Made in collaboration with modern marketing agency Known, the effort rings in the holiday season for families of all ages, aiming to bring together disconnected relatives living under one roof.
Launched just last month, the game features some of the biggest pop hits of the last year from artists like Sabrina Carpenter, Billie Eilish, and Shakira.
The game also introduces the Arian Grande Song Pack, and features a special appearance from SpongeBob SquarePants and his friends.
In a statement, Ubisoft Global Marketing Director Negar Baharlou highlighted the company's second consecutive year partnering with Known, praising the agency's strategy and creative vision that helped bring the game to life.
Known Studios President Mark Feldstein chimed in, expressing the agency's gratitude for the partnership and how the spot shows what the game can do:
"We had so much fun creating a colourful new world, inspired by Just Dance 2025, that pulls a multigenerational family together from every corner of the house, just like the game itself."
The campaign's heavy focus on family fun underscores the game's longtime goal of bringing loved ones together through play. It's a natural extension of the Just Dance brand voice, staying true to its roots.
Bust a Move
The colorful and dynamic new commercial opens with a bored young girl in a big house full of family members who won't play Just Dance with her.
Disappointed, she turns on the game and begins to bust a move as the entire house begins to tilt and slide around thanks to the stellar set design by Known.
Set to Ariana Grande's 2024 hit single "Yes, And?," the entire family slowly gets roped into the fun, joining the game from every corner of the house.
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The energy amps up as the spot comes to a close, but not before SpongeBob Squarepants and Patrick Star make a quick cameo, floating up in a pair of bubbles.
It is the season of giving, and what better way to gift your loved ones than a video game they'll enjoy? This is why game developers are ramping up their marketing efforts in the past months.
Another long-running franchise, Call of Duty: Black Ops 6, dropped a campaign featuring the return of a franchise favorite back in October.
Meanwhile, MONOPOLY GO! just launched its first global brand campaign with big stars Will Ferrell, Jason Momoa, Chris Pratt, and Keke Palmer.
