NEW! Spotify Promotes Family Plan With Awkward Music Lyric Texts

To promote its updated Family Plan that offers six premium accounts for $14.99 a month, Spotify launched a global campaign using SMS messages and perfectly timed music quotes.

In one ad, a single father earns cool from his daughters when he references a song I'd never heard of. When his girls use a panda emoji, Dad writes back: "I got broads in Atlanta," a line from the song "Panda" by Desiigner.

When one kid doesn't want to take out the trash, his parents start reciting Twisted Sister's "We're Not Gonna Take It."

The final ad, my favorite, shows a mom wishing her daughter a happy birthday. Mom tells the daughter she made her a cake, and in an effort to look cool, says: "I know you'd rather have cake by the ocean." Mom clearly doesn't know what "cake by the ocean" refers to, with the daughter responding: "I don't think you know what that means."

The campaign, created in-house, is running in the U.S., Canada, and the U.K. Localized creative versions will run in Mexico, Brazil, Spain, and Germany.



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