Sony is demonstrating the power of its new Extra Bass SRS-XB3 speakers in a film from Australia featuring a deaf hip-hop dancer.
Macy Baez is a 15-year-old dancer who was born profoundly deaf. She is able to experience sound with the aid of cochlear implants, but relies heavily on being able to feel music vibrations, particularly bass notes, in order to dance. Sony and agency FCB New Zealand composed a track specifically for Baez with strong bass notes that helped her choreograph a dance, and the resulting video has been seeded on YouTube. There are also accompanying videos featuring behind the scenes content, Baez's background story and a surprise meeting with her number one idol, celebrity choreographer Parris Goebel.
Coincidentally it would seem, Smirnoff also ran an ad campaign this month featuring a deaf dance teacher. However, here the product tie-in adds an extra layer.