Got a hot date? Spotify can be your sexy soundtrack with a curated “playlust” that sets the tone for a busy night with no annoying commercial interruptions. Just don’t forget the protection, folks.
In a partnership with Lifebeat, a nonprofit AIDS prevention and education group, Spotify is launching “Playlust,” a program aimed at teens and young adults that will dole out condoms along with codes for free music streaming.
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The safe sex initiative, dubbed, “Sex with no ads and no HIV” from marketing firm Wing, is showing up this spring in the New York area at music venues and concerts. Knowing that music is a major part of seduction, the campaign strips out the commercials on Spotify so as not to ruin the mood and arms the target audience with information and supplies. (Better stock up, lovers, since there are eight full hours of free tunes to fill).
“A few years ago, you might do a traditional ad campaign about using condoms,” said Favio Ucedo, chief creative officer at Wing, an agency that’s expanding beyond its Hispanic roots to target general market consumers. “But there are too many pitches and messages aimed at millennials. You have to add value.”
Ucedo’s team came up with ideas for the “playlusts” by asking their colleagues for their favorite bedroom songs, which sparked some interesting conversations, said copywriter Marc Duran.
“We knew that people already made mix tapes (for atmosphere),” Duran said. “In this case, we just did it for them.”
The “playlusts” themselves come with cheeky names like “Don’t Expect Breakfast,” and “My Roommate Isn’t Home” to the more romantic “Rock Me Tender” and “The Spooning After,” and feature popular artists like Arctic Monkeys, Kanye West and Pharrell Williams. (Classic make-out favorites from the likes of Marvin Gaye and Sade are included, too).