In a bid to gain attention from Gen X, Spotify’s ‘Listen Like You Used To’ campaign in the UK conjures up nostalgia for tracks from the 80s and 90s. Created by Who Wot Why, the campaign features a series of quirky, cultural creatives that harken back to well-loved music, targeting an audience of listeners who grew up from 1979 to 1999. Through clever wordplay of classic lyrics, artists and track names, the ads aim to remind passers-by that while life may change, classic songs remain the same.
Another ad references the UK’s party past, with the Happy Monday’s ‘24 Hour Party People’ is transformed into ‘you’re 2-4 hour party people.’
Olga Puzanova, Spotify’s UK marketing director, said: “We had a lot of fun in the office looking back over the most well-loved tracks and artists from our listeners’ younger years, and coming up with creatives to update them for 2019. We all have a soundtrack to our lives and know how nostalgic songs can be that were popular or released when we were growing up. We’re delighted that people are already starting to celebrate how we’ve brought that to life with our ‘Listen Like You Used To’ campaign, and are adding their own spins on the campaign creatives.”
