Just Dance and Known Get the Whole Family Dancing to Ariana Grande in New Campaign

Ubisoft launches Just Dance 2025 campaign, just in time for the holidays and the IP’s 15th anniversary! This marks the second year of Ubisoft’s work with integrated agency, Known.

Last year’s contagious launch featured twitchy, quirky scenarios in which lots of characters, some animated, some real, and even a moustache danced to the music of Bad Bunny.

This year, the focus shifted to speak directly to families of all ages. The insight Known leveraged is that even when families are in the same house, they’re often disconnected from one another. So much that it sometimes feels like families have forgotten how to hang out together! Just Dance is the thing that families can rally around. The campaign shows the game literally bringing a family together from all corners of their house.

Known designed the set to be a family home that tilts and slides family members into spaces together, all set to the music of Ariana Grande. Rooms tilt toward the living room. Dads are spun out of bathrooms. Teens are catapulted out of their beds. Moms slide in from kitchens. Without saying a word, a family can just be together, having fun dancing!

This campaign uses dynamic camera movements to simulate people sliding uncontrollably from different rooms of their house, into a full-on dance party. 

Negar Baharlou, global marketing director of Ubisoft, said, "For the second consecutive year, we have partnered with Known for the launch of our iconic game, because we believe in their strategic approach and unique creative vision to bring Just Dance to life in a truly genuine way.”

Mark Feldstein, partner and president of Known Studios, said, "We're so fortunate to continue our partnership with Ubisoft for a second consecutive year. 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."