Spotify’s 2018 Holiday Ads released

Spotify’s 2018 Holiday ads are out, and they show just what ‘playlists you made this year.’ These
podcasts get a shout-out in the ads.

Spotify’s out-of-home advertising campaigns have become a much-loved source of holiday cheer over the past few years. For one thing, they are always witty. In fact,  the ads scrape the streaming music service’s wealth of user data and package the findings into snackable comic headlines. The ads both celebrate and mock our collective listening habits and what they say about us.

The brand calls the campaign “Wrapped,” and the 2018 version just went up Wednesday morning.

This year’s batch of ads focuses heavily on playlists, and also gives podcasts some visibility too.

The campaign is a global one. The company plans more than 350 unique ads, many of them specific to local markets. For one thing, over 50 artists, including Ariana Grande, Post Malone and Shakira with Maluma, will be featured in the campaign. Furthermore, the featured artists represent each market’s most popular musicians. In fact, the out-of-home, digital and social ads will hit several countries. These include Australia, Brazil, Canada, Colombia, Denmark, France, Germany, Indonesia, Mexico, the Philippines, the United Kingdom, and the United States.


Alex Bodman, global executive creative director at Spotify made the following statement:

Part of our creative process is to think about the cultural moments, tensions and oddities that defined 2018 and then see how music and podcasts helped people respond. That’s why this year we decided to focus on Playlist creation; it’s one of our features that allows people to get highly creative. The fact that users give the playlists such hilarious names or use them to comment on broader cultural trends, only makes the material richer.

June Sauvaget, Spotify’s global head of consumer marketing made the following statement:

Our annual ‘Wrapped’ ad campaign is a true embodiment of our proposition as a ‘platform for discovery. 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. 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.


Here are some examples of quotes in the Spotify ads:

“God is a man” vs. “God is a woman,” according to fan-made playlists: Man- 9 playlists Woman- 28,802 playlists.

The fan-made “I don’t give a shit what the calendar says, it’s Christmas” playlist is about to be correct for the first time in 2018.

22 fan-made Engagement Party playlists featured Flordia Georgia Line’s “Talk You Out Of It.” Umm…

“Songs to Sing in the Shower” playlist vs. “Songs to Scream in the Shower” playlist.

Further Information

Connect with Spotify

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