Spotify today kicks off a new U.S. brand campaign that continues its streak of incisively witty copywriting mined from real data from its users.
The campaign by W&K New York, which includes both outdoor and digital videos, follows previous efforts such as its global Thanks 2016 campaign in which it name-checked users' real-life playlists and listening habits. This time, it delves even deeper into the weird and perplexing names that people give their playlists: like "sorry I lost your cat," "root canal songs" and "DO NOT DELETE THIS AGAIN POOTY OR I WILL END YOU."
As well as the posters, there are three humorous online videos, featuring artists Alessia Cara, DNCE and D.R.A.M, musing on why people choose their tracks for particular occasions or themes -- for example, in one film, Cara imagines how anyone would connect her dance music with global warming, while DNCE's Joe Jonas wonders why someone picked his band's track for a funeral. The ads were directed by Jim Jenkins at O Positive.