Dentsu Italy and Spotify Team Up for 'Summer Hits Symptoms'

Spotify has just released its latest summer campaign for the Estate 2024 playlist in partnership with Dentsu Italy.

Directed by Cannes Lions-award-winning creative Riccardo Fregoso, the campaign is signified by a short hero ad made entirely in-house by Dentsu Creative Studios, in collaboration with agency InGood.

"My first film direction is finally out, and it’s all about the things I love the most: suburban summer, late afternoon light, compulsive symptoms, and... Raffaella Carrà," Fregoso shared on social media. 

Setting the mood for the spot is Jaxomy, Agatino Romero, Raffaella Carrà's hit song "Pedro," which has garnered over 6.2 billion views on TikTok, and has been crowned number one on Spotify's Viral 50 Global charts.

By leveraging viral marketing with the use of hit songs, the streaming platform was able to create a campaign that's both relatable and easily recognizable to its music-loving audience. 

Check out other examples of viral marketing on DesignRush.

A Spot Under the Sun

Dubbed the "Summer Hits Symptoms," a 45-second spot from the streaming platform and agency is reminiscent of Wes Anderson's style of filming, with dreamy, pastel-colored hues, and wide pan shots fitting for the summer vibes. 

 

 

 

 

 

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A post shared by Spotify Italia (@spotifyitaly)

Here, it shows the many "symptoms" music lovers display when they listen to the anthems of summer. These include:

• The "Chicken Neck," or bumping your head to the rhythm of the music
• "Lip Syncosis," or an abundance of lip-syncing
• "Lead Finger Disorder," a dance move as quirky as its name suggests

Set in the backdrop of a basketball court, a carnival carousel, and a summer barbecue, Spotify drives the point home by showing how listeners are just one song away from a summer hit fever. "Music is the best disease," the screen writes, as the spot ends.

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