Spotify shines a light on fur-wearing, yodeling, SpongeBob-loving families to promote new subscription plan
Spot from 72andSunny supporting household offer shows there's something for everyone, whether they're fans of Baby Shark or Dolly Parton
Oct 19, 2020
Spotify has created a lot of campaigns around the habits and interests of individual users, but now, it’s setting its sights on families—whether “Baby Shark,” Spongebob Squarepants, Dolly Parton or Leikeli47 provide their household music.
A new spot from 72andSunny kicks off the “Get the Family On__” campaign and features a vibrant mix of clans—one prefers a wardrobe of pastel furs, another takes its fashion cues from Ozzy Osbourne, while yet another group yodels and dresses in cowboy duds.
The campaign aims to promote Spotify’s Premium Family Plan, which comprises exclusive access to the platform’s standalone Spotify Kids app, an ad-free experience for children three-years-old and up. This year, Spotify conducted a global survey that found that 82% of parent users around the world said a family member introduced them to a new artist or song that they liked, while 90% of families listen to music together weekly. Spotify also found that 77% of Americans parents say that music has helped their families connect better.