Lambrini Stole Jumpstyle

Ok so heads up today is a little bit of a rant. I was writing up a report this morning with the television on in the background and something caught my eye. It was a new Lambrini advert where they have the jumpstyle dance, put it alongside the most inappropriate music in the world and had the audacity to imply the dance is called the Lambrini with the following quote:

Just want to dance? Do the Lambrini!

I’ll be honest it pains me to even know that I’m now adding to their publicity but I needed to get the word out that they are hijacking jumpstyle and associating it with the kind of drink that you see young girls drinking on street corners or in the park.

Here is the original advert:

Here is how it should sound:

Whatever your personal opinions on the music it’s obvious which is more fitting.

It’s clearly just a fun dance so you might ask why this bothers me so much and the truth is dancing to jumpstyle is one of my guilty pleasures. You can find me doing that dance when I’m happy in just about any location, in a similar vein to Stride’s viral ad.  At least they had the decency to retain and improve on the original feel of his novelty dance by involving others!

More and more brands are starting to pick up on these global trends and you see YouTube videos being remade into adverts. As an entrepreneur and digital marketer myself; of course I understand the value of this and how it can be done successfully but when an idea  is taken out of context like this and branded into something “new” (i.e. do the lambrini) it makes me wonder how often it goes  too far and companies begin alienating certain cultures and sub-cultures. I didn’t make the second video so it’s clear from the ending that I’m not the only one who feels this way.

I’d be interested to hear what you think on the topic? Do you think ad agencies can sometimes take these “remixes” too far? Am I getting worked up over nothing? Does Santa Claus really exist? Let me know in the comments, it’d be great to get some discussion going on the topic.

P.S. Only kidding on the last question, of course Santa exists!