SPOTIFY’S SNEAKILY CLEVER OOH CAMPAIGN

We initially saved this because we love The Clash and thought it was a clever little play on words. (And really smart art direction to mimic the album colours.) Then, as we were writing this up, we realised there's actually a lot more going on in this ad that we realised.

But there's something working underneath the joke. That "conference calling" line hints at a sense of loss. Like the version of you who listened to The Clash cranked to the fullest while you were filled with adolescent rage against the system is now, quietly, part of said system. But Spotify is the way back to that old version of yourself.

That's the idea you can steal: copy that evokes emotion is great. But copy that evokes an emotion to highlight that gap that your brand fills is even better. Spotify's "Listen like you used to" is the product promise and the emotional fix at the same time. Smart.