Groovy Baby!

Man, Austin Powers on his best day, packing heavy armoured mo-jo to the max, ain't got nothing on this crowd. That's the feeling you get when looking at these ads. I recon this is the bunch people who put the 'oove' in the groove, if fact the 'mo' before Austin's 'jo', and if this 'jol' went down at our 'Gala', there will definitely be a couple of 'j's' too. All ads to flavour 'ek sê'!

The creative team managed to capture a feeling here that I so associate with disco. I didn't grow up in the seventy's, so unfortunately I never got to experience it first hand. The big collared shirts, flanneled pants, massive shades, it must have been a special time and really cool to have been part of. If I did though, I suspect I might be the one that's still walking around with a disco ball around his neck. I guess things happen for a reason. 
Be that as it may, I have to say that the disco balls as heads or faces is a touch I really like. That mirror-ball epitomises the music, the people, the vibe, the hype, everything, the atmosphere, and having them as faces in these ads for those attending just seems to underline that these guys are 100%, pure disco devils.

In fact, what they very cleverly do is to create a certain air of mystique around whoever is there. That's cool. That's really cool. You can be whoever you want to be, as long as you're there. That's it. Plain and simple.

In the first ad I have to say I love the checkered floor. The fact that it's set in an old fashioned barber shop gives it a feeling that is rich and almost peiodic. Perhaps they have 'escaped' to this world (who knows what's inside those blingy, decadent, disco head-masks.) Okay sure, the woman with the hairspray probably belongs in a salon rather, but hats off to the brother sitting in the stool, oozing with cool, letting her do her thing. Another great nuance. Somewhere in the back there's a guy sweeping up the remains of someone that was clearly off their face. Next to him is a lady dressed up in Madonna 'Hung up' outfit, who perfectly clinches the feel of an authentic disco dancer.

 

This second ad also bounces with lively energy. The colours blend well together and the POV shot of a lady's foot right in front of you is classic. You can almost sense it's about to swing first to the left, then the right and then all of a sudden see her jump up and shake her ass like a woman possessed. You go girl.

In terms of a unique selling point (USP) or strategy, I think it's pretty clear. They are definitely showing us that if you want to have a trip down memory lane like no other with some wicked people along with you, then this is the party to be at.

The 'party sapiens' is a nice and fresh way of describing these people as 'party people/animals'. 

With this vibe on a cruise-liner out at sea you can be guaranteed of one thing, it sure is gonna get messy.