Sonos’ funky family Christmas dinner dance is a Deee-Lite

Sonos has unlisted music director Jason Koenig for a groovy, multi-generational choreographed Christmas spot, sound tracked by Deee-Lite’s 1990 banger ‘Groove is in the Heart’.

The video starts with a festive party unsociably lazing around an apartment at Christmastime. Using Sonos’ voice control technology, a lady preparing the dinner tells the system to play 'Groove is in the Heart'.

As the bassline kicks in, the group begins a free flowing dance around the house with no apparent control of the funk in their limbs. All generations join in as the song continues, and they come together together in the living room for a choreographed routine before sitting down, reinvigorated, at the dinner table.

The three-minute ad continues on from Sonos’ ‘Reset the Mood’ campaign, which launched in October and showcased the multi-room ‘Play Everywhere’ function. The creative was inspired by videos of fans dancing that are habitually sent to the brand’s HQ.

The full ad will go live in cinemas, across digital and edited versions will appear as pre-roll.

Sonos: A Very Sonos Holiday

Added 24 November 2017
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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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