Spotify is launching a new global ad campaign that underscores its ubiquity and commitment to music discovery — and it’s partly inspired by memes.
The first element of the two-pronged campaign uses the “Me, Also Me” meme format to show how the streaming platform can provide “music for every mood,” from getting over a break-up to taking some time for self-care.
It also features three 30-second film clips that pair songs with, ahem, relatable moments. In one, a businesswoman opts to take the stairs instead of the elevator while listening to Spotify’s Beast Mode playlist, while in another, someone snores on the couch to Iron & Wine.
Those ads will attempt to target millennial users in eight markets — Australia, Canada, New Zealand, Netherlands, Germany, Sweden, the U.K. and the U.S. — across out-of-home, digital, TV, radio and social spaces, putting the spotlight on playlists like Songs in the Shower, along with popular podcasts like Over My Dead Body.
The second part of the new campaign sets its gaze on Spotify’s young audience in Brazil, Mexico, Columbia, Argentina, France, Italy, Thailand, Philippines, Indonesia, South Africa and Spain. In those areas, Spotify will debut ads that position the platform as a destination for music discovery, using taglines like “Vem de Spotify” in Brazil, which translates to “It Comes from Spotify.”
Those ads will feature popular local artists, like Brazilian rapper Baco Exu do Blues.
“Spotify has transformed the way people find and enjoy music and podcasts, giving people around the world easy access to the content they can’t get enough of — as well as the ability to discover new favorites along the way,” said June Sauvaget, Spotify’s global head of consumer and product marketing. “This multifaceted campaign sets the stage as we seek to deepen our connection with the people who already know and love Spotify and cultivate relationships and moments of discovery in areas of the world where we are looking to expand.”
View more examples from the new campaign below.