Music/Sports

Beats by Dre Horses Around 

The quest to find the perfect racehorse powers a 7-minute film from Beats by Dre. Buffalo Bills quarterback Josh Allen and Formula One racer Daniel Ricciardo star. Agency Miramar developed the campaign.

Tech

Samsung Says: ‘Unfold Your Moment’

Samsung puts life’s brief but indispensible moments in the picture, hyping its latest Galaxy phones. “We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them,” says Francesco Grandi, CCO of Ogilvy Canada, which led creative development. “They want technology to work better, and almost get out of the way faster. That’s why our work shows how you can get a bit closer to those close to you—if only for a moment.”

Finance

Money Mart Checks In With Silly Scenarios

Hard Work Club packs silliness and sight gags into fresh spots for Money Mart, hyping the company’s installment loans, cash advance and other services. “Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category,” says agency ECD Meghan Kraemer. “We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Swedish Phone Company Vimla and BBDO Bring the ‘Good Vibrations’

Sweden’s Vimla tries to shake up the phone category in ’90s-style ads from BBDO Nordics. “Vimla wanted to create a visual world that incorporate the brand’s good vibrations and relaxed approach,” says agency art director Isaac Bonnier. “We opted for a concept that could stand on its own without a lot of text or voiceovers. The films speak for themselves. It felt important for us to create something that really stands out.”

Health

Everything Causes Hair Loss. Everything!

Do babies, sushi, deodorants and binge-watching accelerate hair loss? We learn the truth in Mischief’s cute campaign for Nutrafol, a hair-growth supplement. “Creatively, we wanted to tap into that eyebrow-raising moment,” says agency ACD Tanner Thompson. “The goal was creating something that really draws you in, sparks your curiosity, and leaves you asking the question: ‘Hold on, what does this have to do with my hair?'”

Grocery

Want Some Coffee Mate, Mate?

G’day! Coffee Mate enjoys some Aussie-accented fun in fast-talkin’ commercials directed by Terri Timely through Soft Citizen. “We wanted to play with how Coffee Mate communicates both its creamy, indulgent quality and that sweet brand recognition they’ve worked so hard to achieve,” says Joel Holtby, co-CCO at Courage, which helped develop the campaign.

Health

Ritual Vitamins Goes Beyond Transparency

Ritual Vitamins tapped Giant Spoon to create “Trace Like a Motherf*cker,” directed by Kate Jean Hollowell. It goes beyond transparency, revealing that the brand’s ingredients can be tracked and explaining why they’re present. In the spot below, a potty-mouth mom won’t put anything in her body unless she knows where’s it’s from and why she needs it.

Financial

PNC Gets ‘Brilliantly Boring’ These Days

Arnold Worldwide launched a fresh campaign for PNC Bank with “Brilliantly Boring” as the theme. Ads stress stability, pragmatism, consistency and trustworthiness. They’re not boring. But the bank is. In a good way. Silicon Valley actor Chris Diamantopoulos stars.

Apparel

Does Comedy Suit Men’s Wearhouse?

Party Land dresses Men’s Wearhouse in goofy comic stylings through a frenetic campaign. Clothes make the bro, whose apparel changes and adventures become intertwined. It’s pretty silly. Hannah Levy directed.

It’s official: Spotify knows you’re emo.

The platform spotlights some of its 615 million monthly users in a big push that breaks today across OOH and digital in the U.S., Canada, the U.K., Ireland, Australia, New Zealand and other key markets.

Dubbed “My Spotify,” the work features famous fans, such as artist and designer Carly Mark, actor Ewen Bremner, power publicist Gia Kuan and FC Barcelona players Lucy Bronze, Salma Paralluelo and Alejandro Balde.

Non-famous folks won’t feel left out. Banners and in-app messages will offer playlist recommendations and more, each attuned to fans’ tastes and habits.

Such outreach “is at the heart of this campaign, celebrating the unique relationship between each listener and their Spotify,” says Marc Hazan, VP of marketing and partnerships. “Our goal is to capture those hyper-personal moments. With our products and features, we strive to connect fans with the audio they love in a way that can’t be found anywhere else.”

The work is similar to Spotify’s year-end data-driven “Wrapped” extravaganzas. Those, of course, trade on global consumer trends. Here, we get a customized (mildly invasive?) approach designed to make users feel extra appreciated.

The biggest insight for this year: You can’t fake a feeling or emotion. “Our listeners and creators felt and heard it all in 2023,” says Roenn.

Working from that insight, Spotify wove vibrant visuals into a bevy of video, digital and OOH placements. Motion in its many forms plays a key role, as flowing from one track or topic to the next is integral to the contemporary media scene. So, “Wrapped” combines bold images and digital sketches to craft a bold (and informative) fusion of the physical and digital worlds.

The constant drive to add subscribers and creators necessitates expanding how the company communicates with both camps. To that end, the full “Wrapped” effect hits 31 countries, including the U.S., Brazil, Mexico and the UAE, with elements spanning 170 markets. Per Spotify, in terms of potential reach, this stands as brand’s biggest-ever campaign.

Cheeky, lie-detector-themed ads riff on relationships in music, with specific artists fêted in various ways. For example, a tiny billboard of rapper Lil Yachty will appear on a toy yacht in Atlanta’s Centennial Olympic Park to celebrate his latest album.

This year, Spotify has created numerous “Wrapped” partnerships. These include a tie-in with FC Barcelona, allowing fans to learn players’ fave tracks, as well as their views on a range of subjects. Fans can also find special videos of Robert Lewandowski, Alexia Putella and Pedri. What’s more, “Wrapped” will feature on LED screens at high-profile men’s and women’s matches.

Spotify also partnered with Roblox to reach gamers in the metaverse, Roenn says. 

People can also sample the campaign through smart technology. Users can ask Alexa, Google Assistant and Siri to play their top songs of 2023 with “Wrapped.”

“With this year’s campaign, we want to make sure we invite the world to learn more about themselves, to learn more about their communities, and moments and culture that define the year for all of us,” Roenn says.

Free food! Free food! Nom nom nom nom!

Animal, the out-of-control drummer for Muppet band The Electric Mayhem, seems pleased to be cutting a new album with the group at Spotify. Especially when he discovers the complimentary snack buffet.

A security guide played by Bobby Moynihan shows them around. (Don’t call him a “valet.” He hates that.) Naturally, all kinds of antics ensure. Dr. Teeth and Zoot twist control-room knobs like maniacs, and Janice vibes on auras.

Rapper Rico Nasty, singer/songwriter Ashnikko and musician Orville Peck also appear. But no one upstages The Mayhem, and they lay down some tasty grooves in the end.

Call it soft rock. VERY soft. Because they’re made of felt.

“I honestly was thrilled to work with The Electric Mayhem, but I was also a bit nervous as well, having never worked with the Muppets before,” says Shaun Collings, who directed the clip through production company Fela. “However, once they stepped on set it was a wave of joyous emotions. The entire Muppet team are magicians. I went up and spoke to each band member just like any actor and surprisingly enough it felt incredibly natural. It was a dream come true.”

Muppets Mayhem, a series about the band’s “comeback,” began streaming on Disney+ in May. Alas, it’s garnered decidedly mixed reviews, though this short does a smart job of sending up rock-star documentaries.

In a broader sense, the work slots into a recent brand nostalgia craze that often focuses on music. Just a few examples include Malibu Rum’s remake of “Escape (The Piña Colada Song),” Sprite’s remix of “Rapper’s Delight,” and Goldfish’s reworking of “Stay” as a snack anthem. (Animal would’ve devoured the bag!)

CREDITS

Director: Shaun Collings
Executive Producer: Taj Critchlow
Executive Producer/Producer: Fuliane Petikyan
COO: Dean Rosen
Head of Production: Amir Karimi
Integrated Producer: Mikayla Fasullo
Operations Manager: Olivia Swayze
Producer: Tina Chuldzhyan
Production Manager: Laura Goldenstein
Production Coordinator: Elle Malouf
1st AD: Todd Davidoff
DP: Kris Kachikis

Cast
Dr. Teeth: Bill Baretta
Animal: Eric Jacobson
Zoot: Dave Goelz
Janice: David Rudman
Lips: Peter Linz
Floyd Pepper: Matt Vogel
Security Guard/Aaron: Bobby Moynihan
Receptionist: Colette McIntyre
Engineer: William Garrett 

Spotify
Executive Creative Director: Donna Lamar
Group Creative Director: Stevie Laux
Creative Director: Derek Wright
Creative Director: Colette McIntyre
Executive Producer: Gabija Blake
Senior Producer: Lily Nguyen
Senior Brand Manager: Mel Eisen
Partner Marketing Lead: Andrea Fernandes

Disney
Senior Vice President: David Abdo
Vice President, Sales & Digital: Karen Lieberman
Director, Marketing: Laura Gonzalez
Director, Sales & Digital: Lee Johnson

Muppets Team
Vice President: Leigh Slaughter
Executive producer & Performer: Bill Baretta
Producer: Michael Steinbach

Creative pros compete on “The Perfect Pitch,” a podcast from Spotify Advertising designed to help connect creators, brands and fans. Along with providing a fun way to gain insights into how great campaigns get made, the offering touts Spotify’s own strength in the medium.

In half-hour episodes, executives from companies like Indeed, Athletic Greens and Frito-Lay assign a creative brief. Two teams of musicians and sound designers then brainstorm ideas and pitch them to Spotify, with a winner crowned at the end of each installment.

The show follows a long tradition of teams vying for the top spot (think The Voice The and The Amazing Race). Here, the podcast format allows “listeners to lean in with their own imagination,” says Grace Kao, Spotify’s head of global business, marketing.

The power of voice, she says, drives urgency and engagement. 

“Anyone in the advertising business knows that pitching is a required craft for creatives to win new business or get their campaigns sold,” says Kao. “We wanted to bring the same competitive spirit [of other shows] to the forefront in a fresh way.”

Episode one, which dropped this week, features Jessica Jensen and Jennifer Warren, respectively CMO and VP of global brand marketing at Indeed, discussing the “canyon of job-seeker despair.” They challenged creatives to develop an audio spot encapsulating the euphoria associated with the phrase, “You’re Hired!”

The series is hosted by Hunter March, a veteran TV presenter and comedian. Next week, Spotify plans to produce live episodes of “The Perfect Pitch” from the Cannes Lions Festival.

This effort follows other innovative ad-related tie-ins, such as the lauded “A Song for Every CMO.” 

Spotify unveiled its 2022 “Wrapped” campaign Wednesday morning—in what’s become a highly anticipated seasonal tradition—and this year’s bag of goodies includes gamefied billboards, a “listening personality” generator, and of course the annual rundowns of most-listened-to artists and songs globally and regionally.

We’ll start with the billboards, which have always been a big part of the creative. As usual, they’re very data-driven—mining Spotify’s vast trove of listener habits to surface playful insights and deliver them in colorful ways. This year, many of the boards are quite literally playful, as they’ve been turned into games like word searches, connect the dots, mazes, fill-in-the-blanks and more.

In a call with reporters on Tuesday, Alex Bodman, global ECD at Spotify, said the brand loves outdoor ads for a few reasons—and a big one is that when a particular artist is featured on a billboard, they often can’t resist sharing it in social, expanding the campaign’s reach exponentially.

“We want to be out in the world and in culture,” Bodman said. “We want to be reaching people where they are. It’s also a great way for us to celebrate creators. What we see is, typically when we tell a story about a creator, and the way people have loved their music during the year, they want to share it in social. So we get a lot of reach well beyond what you would think, and we get a great relationship advantage as well.”

Plus, Spotify OOH at the holidays has just become a tradition. “People seem to enjoy seeing us out in the world at this time of year,”  Bodman said. “We show up in a colorful and hopefully witty and insightful way.”

The “Wrapped” experience within the app itself—a version of which is individualized for all Spotify listeners and creators—also has fresh presents this year. Among them is “Your Listening Personality,” a feature that visualizes your listening habits and groups you into one of 16 types, each with unique graphics. There is also a separate feature called “Audio Day,” an interactive story that shows how your music taste tends to evolve throughout the day. 

Separately, the feature known as “Your Artist Messages,” introduced in 2021, has been expanded this year. More than 100 artists contributed video messages last year; that’s been expanded to some 40,000 (!) this year—including Taylor Swift, Billie Eilish, J Balvin, Måneskin and many more. Eligible fans will get a personalized video with thank-you messages from some of their top artists in 2022.

Beyond the interactive features, the Wrapped campaign also reveals the most-streamed artists and songs on the platform, both globally and in the U.S.

Spotify says the overall playfulness of the campaign reflects the mood in many parts of the world as the pandemic slowly recedes and people rediscover the joys in their lives. This was a theme last year too, to some extent, but it’s been amplified this year—and was the guiding principle for the creatives when they began concepting a year ago.

“We wanted to open the door to more of a joyous everyday—to make sure we captured this new energy that has come out of people emerging from their bubbles and being able to meet up again,” says Marie Rönn, global group creative director at Spotify. “That’s something we were excited to dig into—to be a little bit more playful and irreverent, to have a bit of fun and encourage people to have fun as well. For the campaign, we wanted to invite people not just to get Wrapped, but to play it.”

Rönn says the creatives worked with the product team specifically to bring joyfulness to life with data experiences, which is what led to “Your Listening Personality” and “Your Audio Day.”

“We had a lot of ideas—not all of them were feasible—but we worked super closely with the product team and others before landing on a couple of new data stories for this year that really tap into the more emotional side of listening,” Rönn says. 

For Listening Personalities, she says, “we were toying with the idea of how we would be able to talk about what your year-in-listening says about your music tastes.” For Audio Day, “we wanted to get more into moods and aesthetics and move away from genres. Genres don’t give you the nuance of what type of mood you’re in, so what we wanted to do there was to try to tell you a little bit about your musical mood throughout the year. What was your musical mood when you listened in the morning versus in the evening, or at night? The inspiration was to just give people a little bit more of a meaningful experience. Genres go deep, but they’re not the only factor in the way we listen.”

Also new this year: Spotify has singled out the day that you streamed your most-listened-to song the most. “Peppering in a bit of fun and just a little more specific data for you to look back and think, ‘What was I doing that day?’ Hopefully, people enjoy reminiscing,” says Rönn.

Spotify serenades Mastercard’s Rajamannar country-music style in the second serving of its “A Song for Every CMO” campaign.

The push from FCB New York and singer/composer Watt White bowed last year, presenting musical stories of execs who advertise on Spotify. Now, the same creative crew is at it again, dropping beats that put the recent activities of four high-profile marketers in perspective.

For example, Rajamannar’s ditty mentions Mastercard’s excursions into AR, AI, VR, NFTs, sonic branding and crypto, while proclaiming, “He showed us all that it was cool to use our True Name … He’s at the top of the game!”

Sure, it feels kind of forced with too many in-jokes and buzzwords. (They say “priceless” three times!) But that’s part of the fun, as Spotify thanks CMOs through work that serves as a B2B beacon for other prospects, demonstrating the reach and power of audio storytelling.

Also on the playlist: a jangly pop tune for Katie Williams of Haleon (which spun off in July from GSK), another country outing for Wendy’s Carl Loredo, and a spicy dance track for Cadillac’s Melissa Grady.

Click here to stream each number, plus a mash-up of all four.

“I aim for powerful hooks and strong rhythms, and I want the listener to feel something regardless of the subject matter,” says White. 

He notes that Spotify based each selection on the listening preferences of the subjects. (And who wouldn’t enjoy songs about themselves? ?).

“We got such glowing—and tickled—responses from the CMOs we showcased in round one, there was no doubt we’d do a second series of songs,” says Ann Piper, Spotify’s head of client partners, U.S. Verticals. “Our hope is that this leads to more creativity in digital audio, and of course some laughs along the way.”

CREDITS

Creative Agency – FCB NY
Michael Aimette – Co-Chief Creative Officer
Gabriel Schmitt – Co-Chief Creative Officer
Danilo Boer – Global Creative Partner
Todd Sussman – Chief Strategy Officer
James Friedman – Strategy Director
Gary Resch – Executive Creative Director
Alexandre Abrantes – Creative Director
James Meiser – Associate Creative Director
Justin Batten – Senior Art Director 
Ken Syme – Senior Copywriter
Adam Isidore – Director of Integrated Production
Chris Lenz – Executive Producer
Melissa Chester – Music Producer
Margot Meyerhoff – Senior Digital Producer
Tara Graff – SVP, Business Lead
Sean Kittredge – Account Supervisor
Breithner Monteiro – Editor & Animator
Music Production Company – Watt White Music
Watt White – Composer/Singer/Songwriter/Producer

“We’ve spent a lot of time dreaming about a return to ‘normalcy,’ but as we sat down and began reflecting on this year, we realized there is no such thing as ‘normal’ and that’s something worth celebrating,” says Alex Bodman, global executive creative director at Spotify. “On Spotify, ‘normal’ is whatever you listen to, however you choose to listen to it. We have never been one-size-fits-all and that’s what has always made ‘Wrapped’ so compelling—it’s all about you.”

Indeed, along with the OOH, Spotify has also created the most robust in-app “Wrapped” experience yet, including “2021: The Movie” (your most-streamed songs paired with scenes from a movie); a visualization of your “audio aura”; an interactive data-based playing-card game; a “Wrapped” version of the new “Blend” feature, to see how your music taste matches up with friends; and more.

There are also short videos like the ones below:

The campaign will run across traditional and digital OOH, connected TV, online video, social media and web in 33 markets worldwide. The Spotify app experience will be available in over 100 markets.