Amazon Music has launched a new campaign, ‘Music se Pyaar Unlimited? Don’t settle for less. Go Unlimited.’, built around a simple and familiar truth: people care deeply about their music, and they love arguing over it. The campaign comprises two films that draw on the passion and debates music can spark. Each one takes an everyday situation and shows how quickly a conversation about songs can take over everything else.
The first film opens on a car standing still in the middle of a deserted stretch of road, with nothing in sight. A breakdown seems the obvious explanation. It turns out to be wrong. Inside are three girls on a road trip who have stopped the car for one reason only: they cannot agree on which song to play next. The journey waits while the playlist is settled.
The second film moves to a workplace. A boss appears to be angrily yelling at one of his employees, and a heated exchange unfolds inside his cabin. Then another employee walks in, and the real reason behind the commotion comes out. The argument is about which Arijit Singh song is the best.
Both films use the same device. A situation that seems serious or dramatic is revealed to be about music, which lets the campaign connect its Unlimited message with the way listeners actually behave: opinionated and unwilling to settle for less.
