"Shake Shake Shake"

8 January 2025

30s

Booty call.

Is there a maximum speed limit for '(Shake Shake Shake) Shake Your Booty' by KC and the Sunshine Band? If so, this DFS commercial almost breaks it. To promote said retailer's winter sale—you know the festivities are over when brands say winter has come—agency Pablo and director Will Wightman hit a bum note in the best way possible.

With the 1976 track turned up to eleven, we see one of the better weather forecasts of the year so far: "Bums shake across the nation." What follows is a mixed-media celebration of posteriors, backsides, and derrières that is still family-friendly. Some would have deemed that impossible, but Wightman and his team, er, backed themselves.

Adults, kids, animals, objets d'art, aliens (once they remove their helmets), and more all move it like they mean it, and it’s hard not to get swept along by it. Just resist the urge to replicate this behaviour in a DFS showroom... staff may take a dim view of your tush.

UK

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