Zumba Campaign Video by Don Omar
Don Omar’s “Zumba” is an upbeat reggaeton song designed to get everyone out on the dance floor. The beat is as sunny as the Miami background of the video. The video starts out with a beautiful girl pressing play on her boombox and Don Omar’s song starting. She starts walking and another woman follows her, until they find Don Omar dancing for a woman in front of a store.
Everyone, including about 20 more people, end up on the roof of brightly painted building dancing and shaking and smiling through this very tropical rhythm. The dancers are dressed for a dance class in the sun, but the dancing itself is not as suggestive as one might expect from most music videos.
Don Omar, also known as “El Rey” (The King), is arguably the most successful reggaeton singer of all time. His music has made it to the Billboard charts and is among the best selling in the genre. He has also built a career out of careful marketing. He appeared in “Fast and Furious” and “Fast Five,” the fifth installment in the series. His music is also featured in movies, as well as numerous video games. He has made a career not only from his music, but as a brand unto himself, including his relationship with Zumba Fitness International.
Zumba Fitness is a dance craze that has hit gyms all across the United States and the world. It combines fast Latin beats with coordinated fitness dancing. The popularity of Zumba likely comes from the upbeat, bright rhythms and tropical sounds. Don Omar started his relationship with Zumba Fitness International with his song “Danza Kuduro,” a remake of a Portuguese song. He licensed that song to the company and agreed to write them a song entitled “Zumba,” which is the subject of this video.
The video is a promotional video for a dance fitness company, but it also embodies much of what the world thinks of Puerto Rican and Latino culture. The image of beautiful people who enjoy dance and music and sunshine is part of the Zumba craze and El Rey’s career. It is almost impossible to hear “Zumba” and not tap your foot or get up and follow along with the dancing. One of the nicest parts of the dancing in the video is that it is not so complex that the average person couldn’t learn to do it, making it the perfect vehicle to promote Zumba, Don Omar and reggaeton.