SiriusXM’s star-studded campaign “The Home of SiriusXM” decks its halls for a new holiday-themed installment featuring the Foo Fighters’ Dave Grohl. Created out of Translation, the national campaign premiered earlier this year and pushes the satellite radio brand as an all-purpose music app—not just one for car radios.
The campaign hinges on the idea of celebrities living under a single roof, reality TV-style, leading to humorous silly scenarios such as one in which Grohl bakes a lasagna for the crew. In the festive ad, called “The Choice,” Grohl is tasked by fellow musicians Kehlani, Bebe Rexha and radio personality Jeff Lewis to pick some tunes as they decorate the SiriusXM house for the holidays. As he scrolls through SiriusXM’s seasonal station offerings on a tablet, he becomes obsessed with selecting the perfect vibe. He passes up the likes of “Holiday Traditions” and “Acoustic Christmas” to settle on “Holly,” a channel of “contemporary holiday hits.” Grohl triumphantly returns to his companions to find the house already decorated.
“Wow, you’re so fast,” he says, amazed.
“Dave, it’s been two weeks,” responds Kehlani, followed by the campaign’s tagline, “No car required.”
The spot was directed by Smuggler's Guy Shelmerdine, who has helmed other celebrity-fronted pushes such as Uber Eats' "Tonight I'll Be Eating" campaign for the U.S.
“For decades we have successfully associated our brand with a superior in-car audio experience,” Denise Karkos, chief marketing officer at SiriusXM, previously told Ad Age. “But as a leader in audio content, we also know what consumers demand and expect outside the vehicle.”
“The Choice” premiered today on social and digital channels and will debut on television in the U.S. in early December. The ad will continue to run throughout the month of December on television, streaming, digital and social.