• The New York Times, Monday, July 9, 2007 10:56 AM

Energetic tunes and dance moves seem to be in vogue for TV ads, as marketers, including Apple, Carnival Cruises and Church & Dwight, try to leverage a renewed public interest in dance.

Series like "Dancing With the Stars" and "So You Think You Can Dance," are pulling good ratings on TV, while dance plays a key role in recent films "Dreamgirls," "Hairspray," "Mad Hot Ballroom" and others. "Dance is universal; it's something everyone relates to," says Stacey Feldman, vice president for marketing of the women's health and personal care brands at Church & Dwight in Princeton, N.J.

The company's Nair line is running a campaign centered on a dance routine created by the choreographer for "Dreamgirls," who also did a pilot for CBS this fall. "The MTV generation of kids is so used to quick stimulation," Robinson says, explaining the higher presence of dance in ads. "You have to keep up with what the kids are used to."

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