Spotify has rolled out another campaign to showcase its AI offerings for its premium users.

The campaign features an ad film and builds on its ongoing five-week multimedia rollout.

The film follows a senior man typing a prompt into Spotify’s AI, reflecting on how he once resisted getting a dog but was overruled by his family. Now completely won over, he sports a T-shirt with his pug’s face and asks the feature for song suggestions to make their act crowd-pleasingly cute. Spotify responds with a ‘Paw-some Performance’ playlist, and the man is soon seen twirling around with his pug. The film closes by showing how users can turn their ideas into playlists.

What we think about it: The film leans into a simple, endearing insight, with the added cuteness of the pug elevating its appeal, and uses a short, tight narrative to deliver both humour and clarity without overcomplicating the AI offering PSA. Like the previous films in the series, it remains an entertaining watch, even if the storytelling plays it a bit safe.

The campaign was released on 21 April on YouTube.