Nobody Listens Like You in Spotify's New Global Campaign
An ardent young fan at the beach plays Harry Styles' disco-fied hit "Adore You" fifteen times in a row—yet somehow stays sane!—in an amusing commercial from Spotify.
Filmed in fab, fun fashion by Division7's Similar But Different (aka, directors Charlotte Fassler and Dani Girdwood), the clip heralds the streaming service's latest global campaign. Themed "Only You," it breaks today, touting Spotify's selection of more than 70 million music tracks and 2.6 million podcasts for users everywhere.
Just let me adore you. Just let me adore you. Just let me adore you... Sorry, with all that repetition, the tune really stuck in my head in my head in my head.
" 'Only You' celebrates the uniqueness of each listener through stories that highlight the diverse tastes and interests across our global community," says Neal Gorevic, Spotify's global head of consumer marketing. "Whether you start your day with an episode of 'Crime Junkie' or spend your afternoon blasting 'Rap Caviar' while replying to emails, how we listen reflects our personalities and who we are. No matter how you listen, you have a home on Spotify."
Personally, we binge on Tagline, for deep dives into the greatest ad campaigns of all time. Because self-promotion!
For "Only You," more films are on tap, featuring tracks from SZA and Lil Nas X.
Other campaign elements, including out-of-home installations, evoke Spotify's iconic year-end "Wrapped" roundups that crunch listener preferences and data in compelling ways.
For example, these ads turn up the volume on fandom...
...while app highlights include:
• "Birth Charts" featuring artists you've listened to the most, connected with deeply and recently discovered.
• A personalized "Dream Dinner Party" mix of three artists you'd set the table for. (For some, that's Harry Styles, Harry Styles and Harry Styles.)
• "Artist Pairs," "Song Year," "Time of Day" and "Genres/Topics," which chart audio habits to revealing evolving trends and preferences.
CREDITS
VP, Global Executive Creative Director: Alex Bodman
VP, Global Brand: Alexandra Tanguay
Group Creative Director: Dan Brill
Creative Team: Astrid Andujar, Andrew Lindsay, Colette McIntyre, Carolina Perez Siam, Edward Yeung, Noel Yeo, Gabrielle Westfield
Global Head of Brand Design: Rasmus Wangelin
Design Director: Ellen Pai
Designer: Shivani Parasnis
Head of Global Brand: Lauren Solomon
Brand Lead: Payman Kassie
Brand Management: Prapti Pandey, Claire Ulak, Kathy Cho
Senior Producer: Saul Metnick
Business Affairs: Lauren King
Brand Strategy: Nathan Doeiv, Chris Lubin
Global Head of Consumer Marketing: Neal Gorevic
Global Marketing Strategy & Planning: Matthew Luhks, Hugo Norqvist, Krista Scozzari, Dayna Tran
Global Media: Shannen Boynton, Sarah Schlein
Program Manager: Lisa Young
Product: Thomas Gayno, Anshu Das, Udaya Pillalamarri, Yoki Yen Lam, Cait Charniga, Felix Bouleau, Ashley Casey
Data & Insights: Emily Chu, Mike Nestel, Ward Ronan, Ali Fradin
Data Science: Justin Bauman, Arjun Narayen, Olalekan Abou Bakar, Jen Lamere
Localization: Melia Wagner
Legal Council: Sarah Henderson, Adam Weissbach, Claudia Stauss
Licensing: Kelly Basdavanos
PR & Communications: Cj Stanley, Ashley Schlag, Kari Maharaj
Artist and Label Marketing: Marian Dicus, Rosa Asciolla, Andy Vincent, Taryn Lacroix, Jana Coffey, Bella Jackson
Studios Marketing: Teal Kratky
MEDIA AGENCY
UM Worldwide
PRODUCTION PARTNERS
Production - Division7
Director - Similar But Different
Audio Post - Sonic Union
Animation - Hornet
Editorial - Rock Paper Scissors
Visual Effects and Finishing - Jane Studios
Color / Telecine - Primary
Music - One Thousand Birds
