Spotify bid adieu to 2016 with a campaign that cleverly used its troves of listener data to poke a little fun at some of its users (like the person who played Justin Bieber’s Sorry 42 times on Valentine’s Day). The music streaming service is at it again with a similar campaign for 2017, except this time it’s having fun with some of the bizarre playlists that its users have made.
Created by Wieden + Kennedy New York, the campaign includes three online videos that feature musicians who are confused as to why their songs have been chosen for certain playlists. For example, in one video, DNCE’s Joe Jonas wonders aloud why his band’s pop hit "Body Moves" was added to a playlist called "play this at my funeral." Another video features a polar bear dancing on an iceberg to Alessia Cara’s "Wild Things" – a nod to the fact that someone added that song to a playlist called "Global warming is real … let’s dance."
“I wish dancing would fix global warming,” Cara says in the video. The third ad features rapper D.R.A.M. dreaming of a giant can of caviar after he realizes that one of his songs has been added to the popular playlist “Rap Caviar.”
The campaign also includes a number of out-of-home posters (see below) that make fun of some of the more inexplicable playlists that have been created on Spotify, like "DO NOT DELETE THIS AGAIN POOTY OR I WILL END YOU" and "I Don’t Know How to Make a Playlist." The posters will be placed in cities including New York, LA and San Francisco.