- Spotify’s latest campaign featuring
Nucleyais conceptualised by Leo Burnett.
- The ads aim to encourage users to go Premium with ‘no ads.’
India is a value-conscious market, and the willingness to pay for music is negligible despite benefits such as ad free music, high quality sound, and unlimited offline listening. Keeping this in mind, the campaign, conceptualised by Leo Burnett, makes a case for the paid service offering - Spotify Premium - by focusing on an obvious pain point that interrupts a great music experience - ad breaks.
Partnering with powerhouse artist Nucleya, the film takes on advertising clichés to a catchy tune. The campaign is a lighthearted anti-anthem for ads breaks, taking on category stereotypes such as exaggerated product shots, words, and imagery that advertising is still actively using, but the audiences are done and over with.
Speaking about the campaign, Vikram Pandey (Spiky) National Creative Director,
The campaign has been released on digital platforms.