The brief
Dining out read as a splurge, and the bill was the reason. The audience was Spotify-streaming millennials, who treat advertising as something to get past. The brief was not an ad they would tolerate. It was one they would stay inside.
What shipped
The ad runs on Spotify, so there is no picture and the room has to be built from nothing. It also competes with the music around it rather than with other advertising. So we made music. The rhythm section is the restaurant: spoons, tables and ceramic plates, struck and sequenced into a percussion bed. A walking acoustic bassline sits under clavinova and marimba lines, with airy female vocals on top. It was written to hold a position in a playlist rather than interrupt one, and produced alongside Animal Advertising's visual campaign for the brand.