Dive Brief:

• The Hartford— a firm that provides insurance to over one million small businesses— has introduced a campaign that gives workers a dance break called "Play On."
• The interactive videos prompts viewers to pick a genre of music and then takes them to an office dancing in that style — either disco, retro tech, renaissance, girl pop, rock ballad, or hip hop. 
• "Play On: Let's Dance" is meant to inspire small business to keep doing what they love and have a of fun while they are at it. 

Dive Insight: 

Watching dance videos would bring a welcome break to any office worker's day. The Hartford is following a trend of other B2B firms that are taking an approach of humor and fun in  campaigns. Other recent attempts at humor towards small business include GoDaddy's rebranding campaign and Corning's Falcon spot.