Music streaming service Spotify is paying homage to media planning, the ‘unsung hero’ of the advertising industry in a psychedelic new spot that takes place inside a media plan spreadsheet.
‘Spotify spreadbeats’ will form part of a B2B campaign aimed at brands, marketers and agencies, with the creative already reaching the Titanium shortlist at this year’s Cannes Lions festival.
The film charts the progress of a single cell ‘E7’ as it embarks on a journey to becoming a colourful 3D character, representing how brands can reach audiences via both audio and visual.
“The media plan is the unsung workhorse of our industry, and it’s not necessarily the first thing you’d think of to tell a story creatively,” Spotify global creative director, Rich Frankel said.
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“Through Spreadbeats, we are using the analytical tools of our trade to deliver a memorable experience. We hope to inspire our brand and agency partners to never look at a media plan from Spotify the same way again.”
Developed by the Swedish brand in partnership with FCB New York and Uncharted, the spot will be sent to agencies this week after testing across 14 international markets including the UK, US, France and Canada.
Spotify AUNZ head of sales, Adrian Bingham added: “We know how important media plans are to our industry and that they are generally the unsung heroes of our campaigns.
“With Spreadbeats, we wanted to inject some of the creativity and energy the Spotify brand is known for, to create something unique for the industry.”
