Spotify continues to push their ad-supported “freemium” model and commitment to creating a high-quality experience for users with the multi-faceted “Love What You Love” campaign – the music streaming service's most comprehensive to date.
The first stage of the drive sees two faux film trailers hit cinemas, broadcast, digital TV and social.
Playing to the company's belief that everybody – from casual music listener to hardcore fan – has a personal connection to their favourite songs, and that there is a perfect song for every moment, one ad features an intense car chase.
But instead of ending in twisted metal, the good guy, the bad guy and a police officer all end up bonding over their love of the Miley Cyrus hit Wrecking Ball.
The other ad has a horror movie theme, with a murderous doll being drawn to the catchy Camilla Cabello tune Havana.
The campaign was produced in-house by the company's brand and creative team, with support from partners around the world, and builds on the idea that Spotify is based on discovery of and a true passion for music.
Running with the tag “Match instantly with music you love”, a further three clips of romantic vignettes show Spotify users being swept away in the moment by their favourite song. These heartfelt videos will run on digital and social channels.
Rounding out the campaign, a variety of billboards will feature popular artists like Demi Lovato and Montell Jordan, while others will highlight Spotify's personalised and curated playlists.