Spotify's bid to become a household name across America gets its start tonight.
The digital-music service is rolling out a multiplatform campaign, crafted by Spotify creative agency Droga5, tonight with a 30-second spot during the season premiere of NBC's "The Voice." Sixty-second versions of the commercial will air tonight during "The Tonight Show with Jay Leno" and "Late Night with Jimmy Fallon."
The first commercial of the campaign doesn't tell you what Spotify is or does, but rather tracks the journey of a concertgoer as the crowd passes his body over their heads. A narrator's voice is heard instead of music.
"Why can a song change the world? Because music is a force. For good, for change, for whatever," the voice-over says. "It's bigger than us. It lives inside us. Because we were all conceived to a 4/4 beat."
The campaign is meant to appeal to viewers emotions, and remind them not only of their own personal connections to it, but to the uniting effect that music has, said Erin Clift, Spotify's VP-global marketing and partnerships.
"Generally, we believe that music is bigger than all of us," Ms. Clift said.
While the ads are supposed to let viewers know what Spotify "stands for" -- music...duh -- it'll be interesting to see whether it resonates with those people across America who have no idea what the service does or is.
The campaign also will include 30-second spots made up of vignettes meant to elicit different emotions. One shows young adults raging during an after-work house party on a weekday. A second depicts a middle-aged man reminiscing about a love as he listens to music during his commute.
The campaign will extend into digital, with display and video ads running across sites such as Yahoo, AOL and Viacom digital properties. Starcom is handling the media work as Spotify's agency of record.
All of the spots were filmed over the course of a week in Buenos Aires, according to Ms. Clift. She said the campaign will eventually roll out beyond the U.S.