Baby, we were born to pun.
Climbing the charts with Spotify.
Hard to believe now, but Spotify was once a mere minnow in Australia’s musical ocean.
They started making ripples – and soon they were making waves. Topical, copy-led campaigns helped to establish their brand as wry without being superior; Australian without being parochial.
Mustard helped the team at Christopher Doyle & Co – we worked on video scripts, radio scripts, billboards, and posters, and out-of-home spots that were witty, relatable, and as brief as brief can be.
Dream job.
Approach
Like all digital behemoths, Spotify are sitting on a mountain of user data. Our job was to translate these pointy, peculiar datapoints into amusing, relatable, and punchy copy-led layouts. No lyrics allowed (imagine that legal minefield).
The output is always inclusive, always positive, always celebratory.
We made videos, too.
Mustard wrote and directed these bite-sized spots featuring Jessica Mauboy. These champion Spotify’s free music offering – showing off the interface and its ease-of-use – in two highly relatable situations.
Of the first campaign, Australia’s very own PEDESTRIAN.TV said:
The streaming service has managed the rare – almost impossible – task of executing an ad campaign using humour that doesn’t make you, the customer, want to stab yourself in the eye with a fork.
… which was great news for customers with eyes.
Your bonus content.
Sometimes, nothing but the actual sound of Cheezels being eaten will do. Here, our soundie picks up some foley from our talent. Being an actor has its perks.