In dancehall, there is a dance for pretty much every word, action and emotion in existence. You’ve got “difficult,” “sufferer,” “confused,” even “shovel.” One could probably speak in full sentences using only party dances. Puma has launched a creative ad campaign for their Sync fragrance line called “Dance Dictionary” that is something like that, minus the Jamaican party dances. You can visit their website, www.pumadancedictionary.com, to see how folks like Dancehall Funk instructor (and choreographer of French Montana ‘s “Freaks” video) Dionne Renee and Brooklyn flexer Storyboard P use popping, waving, gliding, twerking and the like to communicate a variety of messages.
And they haven’t stopped at simple phrases. Puma has collaborated with Mixpak Records to bring us a super dope interpretation of producer Dre Skull‘s new single “First Time” featuring the entrancing vocals of Purity Ring’s Megan James and Popcaan. The song is not your typical dancehall track so it’s fitting that, in the video, the dancers (including Ms. Renee and Storyboard P) are fully clothed and keep their legs firmly planted on the ground. We think the collaboration is a good look for all and it’s got us thinking about some other songs we’d like to see put through the dictionary. Check out the video below: