While dance scenes are ubiquitous in advertising videos, advertising research has largely ignored this topic. To date, there are no experimental studies on effects of dance in advertising contexts. In the first part of this paper, we use a phenomenon-based approach and begin research by providing a systematic overview of the use of dance in ad videos. The resulting dance-response model structures videos with dance according to marketing objectives. It is based on the dance-aslanguage approach and explains why and how dance can convey information about product benefits, targeted audiences, brand image components, and partnerships. In addition, the dance-as-pleasure approach is used to explain why dance can also influence the likeability of the ad video through feelings of being entertained and aesthetic responses in the viewer. Due to the large number of model components, it is not our goal to empirically test the entire model. However, the model can provide insights for practitioners about the wealth of possibilities to use dance in advertising. We also propose the model as a research program for other researchers and use it to derive a sub-model for our own empirical experimental research, i.e., what factors we need to control when varying others. In the second part of this paper, we use our model as a theory, i.e., we use a theory-driven approach, and present results of a preliminary experiment in which we focused on testing the effects of dance on feelings of being entertained, aesthetic responses, and perceptions of brand innovativeness. We show that dance in ad videos influences brand attitude through all these factors.