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Uber One’s Multi-Song Super Bowl Play At Brand Affinity

Uber One’s creative use of five separate songs in its Super Bowl spot creates benefits for both brand affinity, and artists themselves

Among the many ads with creative use of music in this year’s Super Bowl, one that stands out was Uber One’s use of multiple songs and artists as part of its “Diddy Don’t Do Jingles” campaign.

The spot was a bet on multiple avenues of resulting brand affinity. Using Songtradr insights, we’re able to see how appearances in the Super Bowl ad led to increased Spotify streams — suggesting viewer engagement and brand recall — and other data that showcases how brands like Uber One can get the most out of music selection.

Montell Jordan/Wino – This Is How We Do It
While “This Is How We Do It” Spotify streams didn’t increase significantly in the aftermath of the Super Bowl (Songtradr data shows a 0.7% climb in total streams before vs. after), usage in the ad also ties it to other licensed moments in the zeitgeist.

“This Is How We Do it” has been licensed by TV shows, movies and video games 45 times since the start of 2007, but four of those instances were since the start of this year. Hulu film The Drop and Warner Bros.’ House Party have both utilized the track already in 2023, as did Netflix’s That 90s Show and the Late Late Show with James Corden on CBS.

Aligning with these external music cues, Uber One can actually get extra mileage around usage in the commercial, spurring more consumer interest when audiences watch these shows and movies this year.

Donna Lewis – I Love You Always Forever
“I Love You Always Forever” doesn’t have the same persistent usage in pop culture as “This Is How We Do It,” but it’s still a very popular song with nearly 174 million Spotify streams all-time. In the week immediately following Uber One’s Super Bowl ad, streams also climbed 1.2%. Coincidentally, TikTok usage for the song increased in the lead-up to the Super Bowl, growing by almost 5% from Jan. 1 through a week after the game.

Kelis – Milkshake
Though “Milkshake” displayed no real uptick in Spotify streams following the Super Bowl (just 0.4% more after vs. before the game), the song is also the second-most popular of those used to begin with – at 246.7 million streams to-date. That success, even 20 years after the song’s initial release, creates more consistent brand affinity instead of a rapid rise/fall dynamic.

Ylvis – What Does The Fox Say?
“What Does The Fox Say?” was a one-hit wonder in 2014 that’s seen minimal licensing in recent years (nothing with TV shows, movies or games since 2019). But that also creates opportunity here for Uber One, which now gets to benefit from brand affinity whenever someone hears tha song (since there was little association otherwise).

Haddaway – What Is Love?
Haddaway’s “What Is Love” has enjoyed numerous cultural moments over its 36-year history, but Uber One’s commercial usage aims to capitalize off some of the most recent iterations – including two appearances during The Masked Singer, as well as the season premieres of Family Guy and The Challenge, respectively.

Since late September (when Family Guy used), the song’s Spotify streams have grown over 9% – or by more than 44 million streams. While the popular track will undoubtedly have more moments over time, Uber One gets to benefit directly from this one.

Songtradr is the world's largest full-stack B2B music platform helping brands, content creators, and digital platforms find their voice and connect with audiences through music. Whether with a classic song or a trending tune, a global music strategy or a sonic identity, we help translate ideas into powerful, ROI-driven solutions that always hit the right note.

Our fully integrated suite of products and solutions simplifies the process of finding, licensing and managing music across all formats. The result reduces cost and complexity, increases consistency and compliance, and elevates the full potential of music catalogs for both users and rights holders alike.