Who doesn't have a singular memory of cruising down a highway with the car stereo blasting? Or, in more recent years, staving off madness by listening to a podcast while stuck in traffic?
Spotify leans into those eminently relatable behaviors in a new campaign called "Spotify for the Ride," which celebrates the longtime love affair between cars and music—beginning with a 1:20 spot, set to Sia's "Elastic Heart," that homes in on a particular habit many people have when it comes to the two.
The spot, directed by Matthew Swanson of Epoch Films, will also be viewable in 15-second cutdowns.
"The creative started with a simple insight that we rarely discuss, but everyone can relate to," says Spotify's global executive creative director, Alex Bodman. "Then the team got to work on bringing the insight to life with a healthy dose of Spotify's sense of humor. Hopefully it makes people laugh, while reminding them how much better driving is when you have the perfect soundtrack."
"The experience of commuting and listening to music and news in your car is so universal to every driver's daily routine," adds June Sauvaget, Spotify's global head of consumer and product marketing.
The campaign also includes out-of-home and digital assets. The campaign focuses on the ease of the app and the discovery of music and podcast content through playlists like "Your Daily Drive," "Disney Sing-Alongs" and "Songs to Sing in the Car."
See some of the billboards below.
VP, Global Executive Creative Director: Alex Bodman
Creative Director: Noel Yeo, Spencer Hansen
Global Head of Brand Design: Rasmus Wangelin
Senior Art Director: Martin Berggren
Art Director: Steven Conaway, Rainy Fu
VP, Global Brand: Alexandra Tanguay
Head of Global Brand Team: Lauren Solomon
Global Brand Lead: Payman Kassaie
Global Senior Brand Manager: Jonathan Chu
Director, Integrated Production: Belinda Lopez
Senior Integrated Producer: Zack Grant
Business Affairs Lead: Lauren King
Global Strategy Director: Zach Pentel
Creative Strategy Lead: Nathan Doiev
Global Head of Consumer Marketing: June Sauvaget
US Marketing Lead: Kaleb Ruel
US Associate Marketing Manager: Dayna Tran
Global Media Manager: Kathryn Griffin
Social Community Manager: Christopher Hill
Senior Legal Counsel: Sarah Henderson
Senior Paralegal: Claudia Stauss
Production Company: Epoch Films
Director: Matthew Swanson
Director of Photography: Christian Sprenger
Executive Managing Producer: Melissa Culligan
Line Producer: Andrew Graham
Editor: Ryan Steele
Assistant Editor: Devon Flint
Executive Producer: Gina Pagano
Post Production Finishing: Schmigital
VFX Lead: Jimmy Hayhow
VFX Artist: Kaitlyn Jackson
Color Correct: CO3
Colorist: Tim Masick
Audio Post Production: Heard City
Sound Designer & Mix Engineer: Evan Mangiamele
Licensed Music: "Elastic Heart - Piano Version" by Sia