Droga5 creates Spotify’s first TV campaign

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

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’).

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

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  • These adverts are really great. They really get your mind going. Especially loved the TV spot of the guy on the bus. Quite emotional actually.

    I don’t use Spotify, I don’t see the use for it. But, these adverts are probably going to do really well in bringing Spotify their R.O.I. They’re really atmospheric and a little bit on the “trendy’ side, I wonder if we’ll see a bit of a shift in the Spotify brand to reflect that? They came off as “funky and quirky” to me before, now these adverts make me think “trendy and grounded”.

    What does anyone else think?

  • laura


  • @laura Could you expand on that please?

  • Rebekah

    Sentimental drivel that makes me want to vomit.

  • Nic

    Agree with Laura – I got bored after 10 seconds!

  • Malte

    Just as awful as the Facebook ads. Really full of themselves.

  • James

    Maybe the wrong tone of voice. They have a good service. Keep it simple and honest.

  • m

    “because we were all conceived to a 4/4 beat”

    thanks for that.

  • blinder

    If I had no idea what spotify was before these ads, I’d have no idea what it was after. It’s a shame… Spotify itself is way bigger and cooler and more significant than these ads.

    These ads sell music, not spotify. What a waste.

  • Ed

    Agree with the consensus so far – they’re selling music, not Spotify.

    No-one needs to be sold on the concept of music.

    There is no searing insight/originality in the idea that people like music.

    How about focusing on the benefits of Spotify? For example, I started using it recently and realised I can listen to as much as I possibly can for £10 a month (and on my phone too) – less than the price of one CD album. I’m currently averaging about 3/4 new albums a week, saving roughly £150 a month and with more music than I know what to do with.

    Sorry, that sounded a bit like an advert.

  • Richard

    The 1:30 execution is dull; yet another beautifully shot ‘manifesto’ ad. The other two are better… but neither tells me what Spotify is. That means the target audience for the campaign is probably lapsed users… But the messaging sounds like they’re to grow market share for music (but as opposed to what?) which doesn’t make any sense. Wrong-headed strategy.

  • Fran

    @laura – brilliant insight, there. Do come again.

    I’m not a massive fan of these ads, and I agree they don’t ‘explain’ Spotify. But an ad that explained “you find the music you like and then make s***loads of playlists that you can listen to on the tube” would be duller, and require the soulless stripped-down treatment seen in Apple ads.

    What I like – although yes, it’s idealised and sugary and wholly designed for an American audience – is their valiant attempt to summarise the emotional connection we feel to the music we listen to.

    In the 30s spots in particular, it beautifully demonstrates that there are some memories that only a handful of songs can recollect, and some occasions that only a certain type of track can soundtrack. Which is what Spotify is for, allowing you to gather those tracks in a personal musical curation for whatever purpose you want. So maybe they do sell it well, after all.

  • DaveB

    How I see it

    The ads
    slow, dull and feeling middle aged :S

    Spotify the brand
    young, fun and playful

  • Greg

    Thanks for telling me that music is emotional Spotify. Now, what is it that you do?

  • newman

    these ads would have been good 10-15 years ago

  • some guy

    seriously guys, use your common sense.

    spotify is the biggest player. as the biggest player, by growing the market, they grow their customer base. that is why they are one of the few brands right now that can ‘stand for music’ hence the claim. it is big and bold and right for them.

    strategically it makes total sense.

    i personally don’t like the tv ad, because it feels like someone who doesn’t know how to write manifesto ads, wrote a manifesto ad. with this, i am referring to the longer form ad.

    thanks –

  • pixelfibre

    “Who cares that it’s a tooosday… Or who’s apartment this is?”

    I do.
    This was filmed in my apartment and you lot left a right flipping mess behind you, not to mention that fact I had work in the morning.
    One rule for music perverts and another for the rest of us.

  • Tim

    For a company that should be pushing how we experience music, these ads are mundane. Change the logo at the end and they could be for any music platform: Deezer, itunes etc….well actually no, these brands have good ads. Any music platform with no brand. That’s the problem with a lot of digital brands, they have no brand. As soon as they try and do something new they’re exposed as having no personality. What’s Spofiy’s tone of voice? I hope this is not it, as I’m left thinking there the guy at the party who try’s to explain something to you that you know more about.

    Although if it’s targeted at American frat kids then it will probably be a huge hit.

  • Amy

    Too pretentious and doesn’t say ‘spotify’ to me!

    I understand their attempts to sell ‘music’ (rather than themselves) and the idea they’re protecting it, as a lot of their competition is obviously from illegal downloads. They’re reminding consumers that music is worth something, even if all you get is a download!

    To me Spotify is upbeat, young, fun and -yes- a champion of music and artists’ rights. I think they could have found a more fun, upbeat way to do this ad which reflects their brand more. This ad tries to be ‘cool’ and deep but comes across as slow and boring.

  • caitlinisola

    self involved and redundant. music doesn’t need a manifesto, it already is one. i quite enjoy spotify, but admittedly less so after this nonsense.