Introduction: the power of eurodance Towards the end of 2014, the German comparison website ‘www.check24.de’ launched an elaborately produced television advertising campaign featuring ‘ordinary’ protagonists dancing. Ever since, German TV and various online platforms have carried advertising videos featuring self-ironic protagonists performing supposedly spontaneous choreographies. The music they dance, sing and rap to is about twenty-five years old. The featured tracks were released between 1988 and 1993 and reached top positions in the German and international charts during this period.1