Spotify Wraps Up 2017 With This Darkly Comic Salute to Ed Sheeran

Streaming music service's final gift of the year

Headshot of Tim Nudd

It’s been a strong holiday season for Spotify, which rolled out its fun, data-driven “2018 Goals” billboards, fact-checked the year’s top songs with The New York Times’ T Brand Studios, and unveiled personalized “2017 Wrapped” experiences for users and artists.

Now, the streaming music service is putting a bow on things with a 30-second TV spot, congratulating Ed Sheeran, its most-streamed artist of 2017.

The amusing 30-second ad stars Ginger Ed Man, a gingerbread man who croons Sheeran’s hit song “Perfect.” As often happens with gingerbread men, however, he doesn’t enjoy a very sweet ending at all.

The ad fits the Spotify brand well. It’s broadly appealing, artist focused and not afraid to be a little juvenile in the interest of having fun. It rolled out in social this week and will break on TV in the U.S. and U.K. next week.

The spot was made by Spotify’s in-house creative agency, along with DLA Films, The Mill and Heard City.

Chief Marketing Officer: Seth Farbman
VP, Brand and Creative: Jackie Jantos
Global Brand Director: Alexandra Tanguay
Global Creative Director: Alex Bodman
Associate Creative Director: Spencer Hansen
Associate Creative Director: Dan Brill
Global Brand Design Director: Rasmus Wangelin
Senior Art Director: Erik Herrstrom
Designer: Will Oswin
Director, Integrated Production: Belinda Lopez
Senior Producer: Cynthia Angel
Senior Global Brand Manager: Lindsay Fischler, Payman Kassaie
Head of Artist Marketing and Original Content: Marian Dicus
Head of Marketing Strategy & Planning: Neal Gorevic
Global Consumer Marketing: Krista Scozzari, Antonia Moreland
Head of Global Media: Scott Marsden
Global Media Manager: Kathryn Griffin
US Marketing Lead: Kaleb Ruel
Coordinator, North America Marketing: Dayna Tran

Production: DLA Films
Executive Producer: D. Lahiff
Robin Comisar
Michelle Faeroe
First AD: Matt McCann
Matt Mitchell
Justin Newhouse
Key Grip: Glenn Porter
Art Director: Meredith Lippincott
Food Stylist: Jen Beauchesne

Postproduction: The Mill
Editor: Joe Simons
Post Producers: Carlos Zalapa, Nick Strange Thye
2D Lead: Jeff Robbins
2D Artists: Jamie Scott,
Molly Intersimone
Design/ Animation: Laura Nash
Michael Rossiter
Color Producer: Evan Bauer

Sound Design & Mix: Heard City
Sound Mixer: Jeremy Siegel
Executive Producer: Jackie James

@nudd Tim Nudd is a former creative editor of Adweek.