Spotify is encouraging U.K. pop music lovers to "listen like you used to" in a nostalgic campaign that has fun with comparing their past and present lifestyles.
Billboards features wordplay on some of the lyrics, artists and tracks that people grew up with from 1979 to 1999, juxtaposed with what their lives are likely like today. For example: "1995 Smashing Pumpkins," versus "2019 smashing avocados." There's also "1983 UB40, Red Red Wine," versus "2019 You be forty. Red red wine." And in a nod to the fact that some things haven't changed, "1998 Baggy jeans and chokers are in, Spice Girls are on tour. 2019 Ditto."
The campaign, created by London agency WhoWotWhy, is running on billboards and buses. It builds on Spotify research that found that once listeners reach their 30s, they start to turn to music that was popular when they were coming of age.
"We all have a soundtrack to our lives and know how nostalgic songs can be that were popular or released when we were growing up," said Spotify U.K. marketing director Olga Puzanova says in a statement. “We had a lot of fun in the office looking back over the most well-loved tracks and artists from our listeners’ younger years, and coming up with creative to update them for 2019."