Spotify's latest campaign plays to Gen Z's soundtrack-obsessed culture in PH

Spotify’s latest campaign in the Philippines finds joy in the small, awkward, and oddly cinematic moments that define Gen Z life - and proves there’s always a song to soundtrack it.

Created by Juice Singapore and Juice PH, the new “My Spotify” campaign leans into the insight that Gen Zs don’t just listen to music by activity - but by attitude. Whether it’s fumbling through a chivalrous act or daydreaming during chores, the campaign’s two hero films deliver absurdly relatable slices of life, each scored with Spotify playlists that turn cringe into cool.

“‘My Spotify’ is the unique, personal musical universe each user creates within the app, fostering a strong sense of connection and ownership,” said Gustavo Figueiredo, group creative director at Juice Singapore. “Filipino Gen Z truly embrace this, curating playlists for every mood and occasion, so even the smallest moments have a soundtrack that feels perfectly theirs.”

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The two films dive into hyper-specific, meme-worthy moments. In Grandma Film, a soggy commute turns from sweet to slapstick, when a character’s gallant umbrella offer backfires - only to be salvaged by a perfectly-timed track from TJ Monterde.

In Laundromat Film, a solo laundry session becomes a full-blown rom-com delusion, thanks to the daydream-inducing tunes of Cup of Joe.

The “My Spotify” platform, first launched globally to highlight personalisation at the heart of the app experience, finds an authentically local flavour here - something Spotify is increasingly doubling down on across Southeast Asia.

“The Philippines continues to be a key growth market for us in Southeast Asia, and we’re seeing incredible engagement from younger demographics,” said Citra Marina, SEA marketing associate director at Spotify. “This campaign reflects our commitment to offering locally relevant content that resonates with our users and elevates their experience on Spotify.”

The campaign is now live across digital, social, OOH, and connected TV, and is set to run through Q3 2025.

The collaboration spans Juice Singapore, Juice PH, and Thailand’s Factory01, with production support from Arcade Film Factory in the Philippines. The work showcases a regional creative muscle that moves fluidly across borders while staying hyper-tuned to local humour and cues.

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