Ballet West Television Spot Named “Best TV Ad of the Year”

“If the Shoe Fits,” a Ballet West advertisement used to promote its February production of Cinderella, was named as Best TV Ad by the Utah Office of Tourism and Utah Tourism Industry Coalition. The award was announced at the closing luncheon of the Utah Tourism Conference.

The advertisement, which aired from late January until mid-February, featured the shapely legs of a pointe-shoed Cinderella, a prince’s glass slipper-wielding hand and the sudden appearance of an anything-but-shapely (and rather hairy) leg of an ugly step sister, a fitting way to illustrate that the step sisters are played by men in the ballet.

The use of humor seemed to hit the mark. In addition to garnering awards, the approach proved its worth in attracting patrons.  Cinderella broke the Ballet West record for ticket revenues for a February performance.

This award marks the second year in a row that Ballet West has won the competition.  Last year, the Company won with its ad for the highly popular Carmina Burana.  That advertisement (which also utilized humor and a bit of misdirection) featured three rough looking construction workers who turned out to be closet ballet fans.

Ballet West produces all of its advertising and promotional material themselves. The Company’s television ads are conceptualized, written, costumed, cast, and directed in-house, and are produced with generous assistance from members of the community.

 

A Special Thank You to KSL TV.