Spotify, the digital music streaming service, showcased its new ad, crafted by Stereo Creative, in cinemas on 9 May. The deal for cinema screen time was booked by Starcom Mediavest via Digital Cinema Media (DCM).
The new creative appears in the Silver Spot, a premium position in the cinema ad-reel designed to allow brands to showcase longer form creative directly before the movie trailers.
The creative shows a difficult discussion between two people on a Facebook after a night at a party, with one person trying to get the other to talk about ‘what happened’. After trying many different tactics to get the other person’s attention, the sender shares a song via Spotify, which sums up their feelings. The ad then cuts to an end frame which simply says: “Say it with a song.” Spotify has changed tack from previous product feature-led messaging and is now looking to communicate how the streaming service plays a role in people’s lives.
Spotify’s European Marketing Director Nikki Lambert told Marketing Week, that: “This is more about bringing to life the real music experiences we see in the real world; music can help people say a lot of things, that was an important insight.”
Joe Evea, Commercial Director, DCM adds: “Spotify has identified the young, savvy and social nature of cinemagoers who are passionate about being entertained, whether that be via film or music. The Silver Spot is the perfect place for them to promote their premium service and is sure to get significant traction amongst the target audience.”
The campaign will run in cinemas until 5 June and will also be supported by digital and OOH activity.