Meet “Global Gamechangers,” a new Media in Canada content series that will serve as inspiration for our readers. Watch this space as we source and share channel-specific campaigns and stunts around the world – and invite Canadian media experts to weigh-in on whether or not the idea is worthy of a gamechanger title.
What’s the idea: Budweiser’s “UninterruptAds” was developed by Brazil’s Africa Creative Agency. The project takes advantage of the fact that more than 500 songs (surprisingly) reference the Budweiser name in their lyrics. Knowing that ads can ruin the vibe for Spotify users, the brand transformed the songs into covert ads that don’t interrupt the listener’s experience. Songs that mention the brand (and match the musical style of the playlist a person is listening to) are essentially served as a non-intrusive ad for Bud during commercial breaks.
How it’s flipping the script: Daniel Wakswaser, CMO of Ambev Brasil said the initiative “inserts Budweiser with authenticity in the music scene, promoting a deeper connection with fans and artists.” The move also provides a solution for Spotify’s non-premium users, who are looking for an ad-free listening experience on the platform.
Déjà vu, anyone?: In 2021, pasta brand Barilla and agency Publicis Italia launched similar Spotify branded content that also masked its ads on the platform. The team created a series of playlists that ran for the same amount of time as it takes to cook its various types of pasta. With names like Mixtape Spaghetti and Pleasant Melancholy Penne, the playlists spanned pop, hip-hop, indie and classic hits.
What do the experts think: “The campaign is brilliant in ‘making it official’ by naturally harnessing the power of their brand, already part of culture in one of the most culturally relevant genres with music,” Caroline Moul, president of PHD, tells MiC. “Being able to bring together the brand with the cultural expression of brand in music is a strong way to lean into the natural pop culture happening. The power of content, influencers (artists) and natural occurrence of Bud shows the strength of their brand built over years, and continued relevance, with the campaign enhancing that association,” Moul says. She adds that it would have been a great if they promoted those songs and artists on-pack or in other connected media.
Carat CCO Jennifer Lewis says the initiative is a clever use of existing cultural content and is certainly non-intrusive to the user. However, she says, “it doesn’t deliver the brand attention that a traditional audio spot would on the platform, and I am not sure that the listener will pick up that it is an advertisement for Budweiser without significant investment in the PR around the campaign. It feels like a strong overall music industry partnership is key to making this an impactful campaign. [Perhaps] there [could] be a short form audio message indicating that Budweiser is part of the songs.”
