I often think to myself, sitting on the bus, waiting at the passport office, shopping for groceries, “Why can’t real life be more like musicals?” “When will everyone breakout into that song and dance we all magically know?” Well, Daffy’s, a renowned New York-based fashion outlet seems to have shared my sentiment, and put into motion an advertising campaign that has made my musical dream one step closer to reality.

It first happened before the screening of the film Amelia at the Ziegfeld Theater in Midtown Manhattan. The discount retail chain staged a commercial that merged on-screen and live performance. Dubbed the “Daffy’s Fitting Screen”, what begins as a customary pre-movie screening commercial, breaks out into a live dance show in which the people from the commercial essentially jump out of the movie screen, acting out how shoppers try on clothes, layering up to the size of Courtney Cox in a fat suit.

Watch the video:

With the vast array of interactive technologies available, from virtual to augmented reality advertisers know if they want to standout, they have to up the ante. The dance was choreographed by Noémie Lafrance and I find the live entertainment adds a refreshing and original touch to the average commercial. Daffy’s is known not only for their fun bargain shopping but also for their imaginative and quirky ads. The campaign was arranged through Screenvision, a company specializing in advertising in theaters that is owned by ITV and Thomson Inc.

Recently, Daffy’s launched a new service called Truck Tracker. This allows “fashion freaks” (as they claim) to know when stock reaches stores. Shoppers can track the trucks via Daffy’s website or via their twitter feed, which is automatically updated every time a truck leaves and arrives. This is yet another smart way of raising the bar and providing their customers with an all-inclusive shopping experience.