Spotify is there for all your (embarrassing) everyday moments in latest global push
The streaming platform is highlighting podcasts as well as music in mature markets
Editor's Pick
The latest global campaign from Spotify takes a step away from the brand's approach of digging up nuggets from user data, to push playlists and podcasts with the tagline "Music for Every Mood."
The integrated campaign, created in-house, encourages audiences to see the platform as the best way to make music more a part of their lives. It will employ OOH, digital, TV, radio, and social in the brand's mature markets (Australia, Canada, New Zealand, Netherlands, Germany, Sweden, the U.K. and U.S.) and highlights playlists like Beast Mode and Songs in the Shower, plus podcasts such as Over My Dead Body.
The push includes three TV spots that have fun with people tapping into the playlists during everyday moments.
A city driver freaks out passers-by when he sings along to Annie Lennox's "No More 'I Love You's'"—continuing his shower singing session from earlier that morning. (Big props to the actor, whose timely blinks and unabashed belting make for a perfect comedic performance.) A woman puts on "Beast Mode" to face the stairs–and the rest of her day—at the office. And a hungover party host groans on the couch to the "Mellow Morning" playlist, accompanied by humorous text about how it makes you feel "vibrant and energized." David Kerr directed the spots via Hungry Man.
Outdoor ads, inspired by social media meme culture, highlight via memes how typical Spotify users interact with each other.
Different executions will run in areas of the world where Spotify aims to expand its presence with its core, young audience: Brazil, Mexico, Columbia, Argentina, France, Italy, Thailand, Philippines, Indonesia, South Africa and Spain. For example, in Brazil, creative features popular Brazilian hip-hop artist Baco Exu do Blues, and the copy translates in English to "Come to Spotify and Discover Your Favorite New Artist.”
"This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify and cultivate relationships and moments of discovery in areas of the world where we are looking to expand," said June Sauvaget, global head of consumer and product marketing at Spotify in a statement.
Credits
- Date
- Apr 30, 2019
- Client :
- Spotify
- VP, Global Brand :
- Alexandra Tanguay
- VP, Global Executive Creative Director :
- Alex Bodman
- Global Head of Brand Design :
- Rasmus Wangelin
- Director, Integrated Production :
- Belinda Lopez
- Global Director, Brand Strategy :
- Zach Pentel
- Head of Global Brand :
- Lauren Solomon
- Creative Director :
- Alexandra Sobiecki
- Creative Director :
- Rajeev Basu
- Senior Art Director :
- Erik Herrstrom
- Senior Art Director :
- Felipe Rocha
- Director :
- David Kerr
- Production Company :
- Hungry Man
- Designer :
- William Oswin
- Copywriter :
- Colette McIntyre
- Brand Strategy Manager :
- Nathan Doiev
- Senior Producer :
- Jenna Allchin
- Senior Producer :
- Natalie Espinosa
- Producer :
- Gabrielle Kreutter
- Producer :
- Kenzie Tankersley
- Brand Manager :
- Kimberly Summers
- Associate Brand Manager :
- Christine Motch
- Associate Brand Manager :
- Claire Ulak
- Director, Social Media Campaigns :
- Robert Waite
- Global Brand Lead :
- Payman Kassaie
- Global Head of Consumer Marketing :
- June Sauvaget
- Global Head of Marketing Strategy :
- Neal Gorevic
- Director, Global Marketing Strategy & Planning :
- Emmanuel Orssaud
- Head of Global Media :
- Scott Marsden
- Associate Media Manager :
- Sarah Schlein
- Editorial + Audio Mix :
- MackCut
- Color :
- Company 3
- Finishing :
- MPC
- Animation :
- Hornet
- Print OOH :
- The Resize Guys
- Sound Design :
- Skillboard
Need a credit fix? Contact the Creativity Editors
Related work

Spotify: Spotify's 2022 Wrapped includes word search murals, trivia and your listening personality

Spotify: Spotify's CMO songs return with Mastercard and Wendy's marketers among those recognized

Spotify: Spotify's first pop-up cafe connected Gen Z fans with creators IRL
