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’).
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
Buy your copy here.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.