It’s getting to be that time again, a time to reflect on all the highs and lows of the past year and make resolutions for the next. But before you do that, Spotify has another round of truly enlightening ads created all thanks to you and your weird music streaming habits.
The company today rolled out the latest iteration of its “Wrapped” campaign, a now annual end-of-year staple in which Spotify takes a close look at its wealth of user data to unearth some weird or surprising listener habits—like that person who in 2017 listened to Selena Gomez’s Bad Liar 86 times on the day Sean Spicer resigned. The “Wrapped” campaign kicked off in 2016 and immediately drew a lot of attention from listeners. It also kicked off the company’s successful venture into the world of out-of-home ads. The brand has since launched a number of buzzy, witty outdoor campaigns.
“Our users have come to expect the year-end ‘Wrapped’ campaign year after year and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community,” June Sauvaget, Spotify’s global head of consumer marketing, said in a statement. “At the same time, it serves as a large-scale thank you to our listeners for their collective impact in shaping the platform throughout the year while further solidifying our place in the global cultural lexicon.”
This year, the brand is focusing not just on listening habits, but adding podcast habits to the mix as well. One ad in the campaign reads, “My Favorite Murder was the favorite podcast of 327,676 people on Spotify this year. Careful, one of them might be behind you.” There’s also more of a focus on playlist creation in the 2018 campaign. If you’ve ever perused Spotify playlists, you know that people can get highly creative with how they name their playlists, which is one of the reasons Spotify chose to focus on that, said the brand’s global executive creative director, Alex Bodman, in a statement.
“The fact that users give the playlists such hilarious names or use them to comment on broader cultural trends, only makes the material richer,” Bodman said.
One user made a playlist titled, “I don’t give a s*** what the calendar says, it’s Christmas,” and that found its way into the campaign. There’s another ad featuring Ariana Grande and her 2018 hit “God is a Woman”—28,802 people created playlists called “God is a Woman.” Nine titled playlists “God is a Man.” Shocking, we know.
As in past years of the “Wrapped” campaign, Spotify created the work—which includes digital, social and out of home—in-house. This year’s campaign features more than 50 artists, including Post Malone, and will run in Australia, Brazil, Canada, Colombia, Denmark, France, Germany, Indonesia, Mexico, Philippines, the U.K. and U.S.