Ad of the Day: Falkor From The NeverEnding Story Soars as Spotify’s New Spokesdragon

W+K spots show how app's users elevate tracks together

Spotify's new brand campaign from Wieden + Kennedy sings a number of different tunes—employing everything from '80s nostalgia to present-day political anxiety—as it mines the app's data to tell stories about how its users enjoy particular tracks.

The campaign features three new TV spots, including—perhaps most notably—one with Falkor, the dragon-dog from the 1984 fantasy film The NeverEnding Story.

The point of the ad is simple: "The NeverEnding Story," the song by the English pop singer Limahl, is streamed at least once every day by someone in the world. In the spot, Falkor remarks on this oddity, as does Atreyu, riding on his back—except Atreyu is no longer a 12-year-old boy but a 44-year-old man. 

That's because W+K New York got Noah Hathaway to reprise the role. And in fact, that's Alan Oppenheimer doing the voice of Falkor, as he did in the original movie.

Check out the spot and a behind-the-scenes video here:

Two other spots focus on other other random data tibdits. The first is that the Flo Rida track "My House" keeps popping up in Spotify users' playlists about moving. The second is that Pope Francis has a rock album. 

Those info-nuggets are amusing communicated in unexpected ways:

The ads, directed by Tim Godsall of Anonymous Content, begin airing Monday on TV, in cinema and online. Digital and out-of-home ads drive to custom playlists available for free to all Spotify and non-Spotify users. Those playlists are available at NeverEnding80s.com, MovingUpToCanada.com and RockingNuns.com.

The OOH includes a life-size mural of Falkor hand painted in Williamsburg, Brooklyn, N.Y.

The idea to focus on the Spotify stories behind the songs, not just the songs, came from a need to start a conversation beyond hard-core music fans. Thus, the message is: If you don't use Spotify, you're missing out on a fun, collective experience—as well as great music.

CREDITS

Client: Spotify

Chief Marketing Officer: Seth Farbman

Vice President, Creative, Brand Strategy: Jackie Jantos

Global Brand Director: Alex Tanguay

Global Creative Director: Alex Bodman

Vice President, Global Consumer Marketing: Amy Ferris

Head of N.A. Consumer Marketing: Marian Dicus

U.S. Marketing Manager: Alexander Cole

Agency: Wieden + Kennedy, New York

Executive Creative Director: Karl Lieberman

Creative Directors: Erwin Federizo, Brandon Henderson

Art Director: Jed Heuer

Copywriter: Will Binder

Creative Tech: Craig Blagg

Senior Producer: Orlee Tatarka

Head of Content Production: Nick Setounski

Account Team: Casey Jennings, Molly Friedman, Kerry O'Connell

Head of Art Buying: Deb Rosen

Art Buyer: Ali Berk

Head of Project Management: Yann Samuels

Senior Interactive Strategist: Tom Gibby

Senior Social Strategist: Jessica Abercrombie

Group Media Director: Ryan Haskins

Business Affairs: Sara Jagielski, Keri Rommel, Lindsey Timko

Broadcast Traffic Supervisor: Sonia Bisono

Print Producer: Jeannie O'Toole

Retouching: Chris McClelland, 150 Proof

Studio : Tara Kennedy, Chris Kelsch, Nathan Dalessandro

Creative Services Director: Chris Whalley

Studio Manager: Jill Kearton

Production Company: Anonymous Content

Director: Tim Godsall

Executive Producer: Eric Stern

Directors of Photography: Andre Pienaar, Darko Suvak

Editorial Company: Final Cut

Editor: ("NeverEnding"): Michael Dart Wadsworth

Editor ("Nuns" and "Moving"): Jeff Buchanan

Assistant Editor: Spencer Campbell

Post Producer: Jamie Nagler

Post Executive Producer: Sarah Roebuck

Visual Effects Company: Method Studios

Executive Producer: Angela Lupo

Senior Producer: Heather Saunders

Lead Flame Artist, Creative Director: Tom Leckie

VFX Supervisor: Vernon Wilbert

Post Production ("Nuns"): Significant Others