Hasta La Ideas

Droga5 New York has created the first TV ad campaign for Spotify, which aims to position the music streaming service as the place ‘For Music’.

The main ad, directed by Park Pictures’ Seb Edwards, is an atmospheric slow-motion clip of a person crowd-surfing, to a voiceover extolling the greatness and power of music. “Why does music stop us in our tracks? Dictate if we pump a fist or swing it?,” it asks, before attempting to answer its own questions. “…It’s a magnifying glass. A bullhorn. A stick in the gears and the tools to fix it. Because music is a need. An urge to be vindicated… Because music is worth fighting for…”

It is set to a background mood music, but no discernable track, perhaps underlining the universality of emotion it aims to capture. It also doesn’t mention of the music streaming service itself, apart from its logo at the end.

The campaign also includes social and other digital elements and two additional emotive spots that highlight the power of music (see below). Her Song features a man remembering his other half through music, with the tagline ‘for all the songs that remind you of her’, and a group of youngsters dancing with abandon (‘for always being able to find a new beat’).

Credits
Agency: Droga5
Client: Spotify
Creative director: Graham Douglas
Lead copy: Spencer Lavallee
Creative: Kenny Kim
Production company: Park Pictures
Director: Seb Edwards
DOP: Hoyte van Hoytema
Post production: The Mill

The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital

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