Thanks, 2016. It's been weird.

I love these Spotify ads because they're intrinsically interesting. All of the content is generated by their user data which is kind've terrifying if you're worried about your privacy—but that ship has sailed. Anyway, they compiled weird trends from 2016 for entire aggregates as you see above and even individuals as you can see in the ads below. Also it's not my favorite look or palette but the design work must do its job of drawing eyes.

I think the objective here is to give Spotify some personality. They earned some love coming in as the underdog and reshaping the music industry, but now they're due for an update or at least a bit of a lift.

As for the target I think the ad itself is meant to hit anyone with a sense of humor, but something can be said for it being placed primarily in thriving urban districts. Also it should be noted if it's not apparent that each of the messages are derived from local data near where the ads are placed.