YouTube Music gets personal in ads for music-streaming app

Five-spot campaign from Anomaly profiles diverse cast of music fans

A new campaign for YouTube Music from Anomaly in New York showcases the identity-defining power of music with five spots starring a diverse cast of music fans and their theme songs. Each ad focuses an intimate moment in their lives and the role music plays in it. Afsa, a young woman wearing a hijab, masterfully raps along with Blackalicious after class; Alex, a gender-fluid teen, transforms himself into a woman as he listens to Big Frieda; Tina listens to Machet after community service; Kristen cries to James Blake on an airplane; and Jayson gains confidence listening to Eung Freestyle on the subway. The ads end with the message, "It’s not just what we listen to, it’s who we are."

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free