Amazon Music : Sugar Rush

Humorous Campaign Promotes Its Music Unlimited Service

Published On
May 25, 2017

Editor's Pick

Amazon is promoting its Music Unlimited streaming service with a series of humorous spots via U.K. agency Above & Beyond.

Based around the idea that with 40 million songs, there's a song for every moment, the 20-second ads teasingly match the situation to the song: a cat wrecks the bathroom to "Anarchy in the U.K." by the Sex Pistols, a baby gorges on ice cream in a car seat to "Just Can't Get Enough" by Depeche Mode and a dog blisses out on a road trip to Avicii's "Levels."

The campaign is running on social media in the U.K. and U.S. together with a radio ad. While the idea isn't all that different from some of Spotify's previous work about having a perfect song for every moment, it has a light-hearted feel that might fare well on social, with some of the video, like the cat spot, almost looking like YouTube clips.