Zumba launched its first multimedia campaign, "Let It Move You," earlier this fall to promote Zumba classes and apparel around the world. The phrase "Let It Move You" is now also the company’s official tagline, inviting people everywhere to break free from their routine and just start dancing. The campaign and the TV spot, directed by brothers Jonathan and Josh Baker (TWiN Thing), make a bold statement that ties into Zumba’s ‘fitness without sacrifice’ motto, showing the addictive, empowering influence of the Zumba lifestyle.
The commercial, which refrains from using unattainable body types to spread the message that Zumba really is for everyone, was created both for television and online channels, with additional character vignettes designed to run as pre-roll ads in digital media. The new visuals, highlighting Zumba’s infectious music and choreography, are used across the company’s social network profiles, which have a combined following of 7.5 million.