Spotify Thailand takes music into the everyday with hilarious new films

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Spotify has unveiled two new brand films as part of its 'Above-The-Line' (ATL) campaign in Thailand.

The campaign highlights the platform's ability to deliver personalised music experiences. Through its playlists feature and ecosystem, listeners can curate, discover and share playlists as a way to connect with every emotion, mood and occasion.

The two brand films showcase how Spotify is entwined in the daily lives of Thai youth and how there is always a playlist to express their encounters best.

Don't miss: You can now add comments to your favorite Spotify podcasts
In addition, Spotify has also partnered with T-pop sensations MILLI and Jeff Satur to further spotlight their music as a soundtrack to many listeners' daily lives.

In the brand film, titled "The Boss", a young man is seen texting his boss a picture of his leg in a cast while walking towards his train at the station.

He asks his boss for a sick day, of which it is approved. He walks into the train and looks up to find his boss standing in the same train. He whips open the Spotify app and plays a song of MILLI's from a playlist titled, "Can't just take sick leave, got to resign".

MILLI then awkwardly enters the scene with a box full of office items including a keyboard and a head scratcher.

The brand film titled "Handrail", sees a young woman in the train holding on to a rail in the train beside her crush.

She notices a hand on the rail and slowly inches her hand down the pole and closer to it. When the train suddenly stops, she accidentally grabs onto the hand.

The crush then alights at his train station without even acknowledging her. She looks down at the hand she's touching, and the camera reveals that it is from an old man who is staring straight at her in shock.

She later takes out her phone and searches for the playlist "Heartbroken by a third wheel" and plays a song by Jeff Satur.

The musician later enters the scene, places his hand on the handrail and smiles at the young woman as she sulks.

"In Thailand, Spotify has become more than just a music streaming platform but a reflection of Thai Gen Z’s vibrant and expressive culture. With Spotify’s community-driven approach combined with data-driven personalisation, it allows users to create and share their own playlists, fostering a vibrant and engaged community where users can connect, discover, and share their unique musical tastes with others” said Jan-Paul Jeffrey, head marketing Asia at Spotify.

Following the brand films, the campaign has also unveiled OOH placements across Thailand such as train wraps and at Parc Paragon and Interchange 21.

ATL was created in collaboration with JUICE Network and TBWA\Thailand.

“There’s over a billion ‘user-generated’ playlists In Thailand. These playlists have become a powerful tool for Gen Zs to express themselves and connect with their friends. We wanted to show how Spotify has revolutionised the way Thai Gen Zs listen and engage with music,” said Gustavo Figueiredo, group creative director, JUICE Network.

“Thai Gen Zs are masters of turning everyday drama into epic narratives. From missed messages to unshared snacks, they tell hidden gems of stories in the smallest of things, that very much makes up our everyday lives. This was the inspiration behind our creative idea, to make the films as relatable as a playlist which Thai Gen Zs can find on Spotify” said Veradis Vinyaratn, chairman, TBWA\Thailand.

The campaign comes as Spotify introduces a new bespoke typeface called "Spotify Mix". The new typeface aims to better reflect the vibrancy and creativity of its community while providing the brand with more versatility.

Spotify Mix replaces the current Spotify Circular font in its in-app and desktop experiences which is a modified and rounded version of Gotham. It will also be utilised in marketing campaigns.

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