Aldo has launched a new dance-themed ad campaign to showcase its Fall 2020 collection.
The spot, which was filmed before the COVID pandemic, tells a story about having the confidence to express your true self and the courage to connect with the world around you.
It opens with a young man rushing to get into the NY subway and continues with a diverse cast of dancers and models starting to dance to the rhythms of “Roses (Imanbek Remix)” by SAINt JHN when the train car unexpectedly comes to a halt. Initially, they perform one by one, but they soon are coming together in a choreographed group routine. Aldo founder Aldo Bensadoun makes a cameo in the video as an onlooker.
“‘Step Into Love’ is about the ability to express your true self. It’s our way of showing our personality, our soul,” said Aldo SVP Daianara Grullon Amalfitano in a press statement. “While the conceptualization and video shoot happened prior to COVID-19, the storyline and the uplifting energy strikes us all now with a bolder and deeper meaning. This is a narrative we have always fostered in our values, and one that we are proud to continue sharing with all of our consumers around the world,” he added.
The brand has also launched a Step Into Love dance challenge on TikTok, giving you the chance to win win $5,000 towards anything your heart desires. To enter, you must submit – by September 1 – your own dance video to the platform, performed to the same song used in the ad – “Roses (Imanbek Remix)” by SAINt JHN, using the tag @Aldo_Shoes.