Spotify’s data-driven end of year campaigns are almost always a hit among consumers. With 2016 showcasing weird moments throughout the year, Spotify took a different turn and catered this year’s campaign to 2018 resolutions. Although all of the ads have different copy, they’re unified by the same color palette. By combining New Year’s resolutions with Spotify user data, they have created ads that are witty and 100% unique to Spotify.

What allows these ads to work is that everyone has an emotional connection to music. It’s a powerful tool that everyone can relate to on some level. Some brands have even taken advantage of this campaign and ads for them are expected to roll out next month.


Here’s some of our favorite ads so far: