Spotify dramatises the agony of the ad break
Spotify has used print to spotlight the perils of unwelcome advertisement interruptions.
Machine_ and Publicis Groupe Africa have created a minimalist, sensory print series for Spotify that shows what happens when a moment of deep music connection is interrupted by an ad break.
The campaign features models enduring ice-cold water, feathers, eye drops and freezers to capture the emotional toil basic users endure, with creative input from art director Sohyeon Bang.
Bang said: “I find beauty in great print, and this is another idea that made its way from my brain into the real world. This idea dramatises what happens when a moment of deep music connection gets interrupted by an ad break. Thanks to the models, who willingly went through ice-cold water, feathers, eye drops, and freezers, and all that jazz for this.”
The ad series is something of a calling card for the medium of print, then, proving it can be in its own way cinematic, unobtrusive and emotionally raw.
The joys of uninterrupted listening are relatable to most people, so the work reminds us exactly why we pay for premium. But, equally, why we opt for ink.
Credits
Spotify Head of Marketing SSA: Sithabile (Star) Kachisa
Art Director: Sohyeon Bang
Copywriter: Thuto Mothoagae Trevor Sacks
Creative Group Head: Mantwa Toka
ECD: Dylan Davies
Group ECD: Jabulani Sigege
CCO: Pete Little
GAD: Sindy Mazibuko
MD: Lesego Kotane
Agency Executive Producer: Nicky Furno
Photographer: David Prior
Retoucher: Garreth Skibbe
Media Lead: Adèle Bekker
Media Specialist: Tebogo Mogano
Prodigious Worldwide
Zenith
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