Pandora: Be You

Streaming app Pandora is pumping up its marketing efforts after launching its redesigned mobile experience, adding TV ads, out-of-home and digital ads.

New features of the app are designed to increase discovery of Pandora’s library of on-demand music and podcasts, personalized content recommendations and selection of unique programming across all tiers of service: free ad-supported, Pandora Plus, or Pandora Premium.

The multi-channel brand campaign blends humor, music and high-end production touches to drive home that Pandora is the destination when you want to listen to exactly what you want when you want it.

The campaign is an extension of Pandora’s ‘life is better with sound on’ narrative. On digital and OOH images, cheeky creative copy implores readers to, “Just play the damn song - you can actually do that,” or tells them, “You look nothing like you did ten years ago. Yeah, us too” with old and new images and songs from artists like HER and Maren Morris to drive the point home.

‘Be You’ TV spots feature songs from Halsey, Tones And I and Normani. The action sees a mother at home in her kitchen dancing like nobody is watching as she clears the counters. Another sees a man dancing shirtless while he mows the lawn while a third finds a woman grooving and dancing joyfully at the bus stop. All are set in both real and magical worlds and feature the tagline, ‘The All-New Pandora: Be You. We’ll Be Your Music.’