In a new campaign for Pandora, promoting the latest big update to the streaming service, music livens up even the most prosaic of daily moments and takes users off into their own little worlds, with fun choreography and humorous results.
The spots, featuring songs from Halsey, Tones And I and Normani, each focus on a different time of the day—morning, afternoon and evening—during which music transforms the everyday into something more spectacular.
In one, seen here, a woman making a cup of coffee while listening to news of backed-up traffic gets carried away, turning the kitchen counter into an impromptu dance floor and creating havoc with crockery (all while filmed by her housemate). In another spot, a man mowing the lawn listens to Pandora on his phone and ends up performing a Chippendales-style routine watched by baffled neighbors. And in a third, a girl waiting for a bus performs an impressive dance routine, joined by a little kid. The tagline is "Be you. We'll be your music."
The ads were created in-house and directed by Tool's Paul Briganti, who's known for his work on comedy shorts for "Saturday Night Live,: with editing by Spot Welders and post work via Shipping + Handling.
The campaign promotes Pandora's update with new features including enhanced discovery, better personalization, and more on-demand music and podcasts. As well as the TV spots, it will feature OOH and digital as well large-scale experiential events and activations, like a live-streamed Halsey concert on Dec. 10 that will transform Times Square into a silent disco.
Interactive street murals, commissioned by local artists in key cities, which will link to playlists created by the artist and inspired by their particular city. Print copy asks readers to “Just play the damn song—you can actually do that,” or tells them, “You look nothing like you did ten years ago. Yeah, us too.”
"The product is at the center, and we are highlighting the personalized, on-demand content Pandora users want, but may not know we have," said Brad Minor, VP of Brand Marketing, Creative & Communications at Pandora, in a statement. "We’re celebrating our listeners in their everyday lives and demonstrating how Pandora has the unique ability to transform each moment by adding the exact right soundtrack at the exact right time.”