News & Insights

The story behind Spotify Advertising’s All Ears on You campaign

Spotify Advertising’s new ad campaign celebrates immersed listeners and how advertisers can be part of their audio experience.

You know that feeling you get when you drop into your favorite “focus” or “workout” playlist, and almost instantly, you’re immersed and in the zone? We set out to remind advertisers that an audience of active listeners is a better audience. Spotify’s digital audio environment allows advertisers to cut through the distractions of modern-day life and reach the most immersed audience.

We’ve found that people are just as engaged with the digital audio ads they hear on Spotify as with the music and podcasts they listen to. And there’s data from our research partner, Neuro-Insight, that says so.

  • 61%

    Discover brands

    Over 60% of listeners say Spotify audio ads help them discover new brands and products.1

Our All Ears on You story features different listeners fully immersed in their personalized Spotify listening sessions: powering a city stroll, using a podcast to destress in traffic, rocking out, meditating deeply, and even making out with a crush. Each person is on their own journey, experiencing the world through digital audio.

Check it out:

The making of All Ears on You

Every aspect of this campaign—from the background music to the art direction—celebrates up-and-coming creators.

The soundtrack for our spot features Spotify’s newest RADAR U.K. artist, Joy Crookes, whose “Feet Don’t Fail Me Now” feels like it was written for the occasion.

Emerging directorial superstar, Amber Grace Johnson, was at the helm of the campaign video. And when we say superstar, we mean it. Over the last couple of years, Amber has delivered award-noteworthy ads for brands like Prada, Mercedes Benz, Nike, Under Armour, Dior, AG Jeans, Champion, Hyundai, and Rihanna’s Fenty across commercial, editorial & branded content projects. She also directed music videos for Jorja Smith (shortlisted for Best Urban Video, Best Production Design, and Best Animation at the 2019 and 2020 UKMVA), Kali Uchis, J.Cole, and A$AP Rocky.

When our creative agency partner, FCB New York, approached Amber to help us tell this story, she responded first as a Spotify listener, then as a director. She told us about all of the ways she uses Spotify to drive her own creative process. And when she laid out her vision for the campaign concept, we knew she was the one for the job. Read the full Q&A with Amber on For the Record.

The campaign will also come to life in digital display and out-of-home executions, shot by London-based photographer Daniel Sannwald.

And yes, of course, through digital audio ads, too. C’mon, you can’t run ads celebrating digital audio advertising and then ignore digital audio advertising as a channel. We didn’t, and neither should you.

Hear how audio tells our story

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🎧 Listen now

Sounds good, right?

If you're ready to have All Ears on You, sign up for a Spotify Ad Studio account or work with us directly. We'll help you be heard by the most immersed audience.

Looking for something a little more custom? Let's talk.