The new campaign by UltraSuperNew for music-learning app, Yousician, leads with a humorous film featuring the most unexpected love song possible. It’s a quirky campaign that stands out and the death-metal song, played by a father as a loving gesture for his daughter, is something you’re very, very likely to remember. The campaign, 10,000 Songs To Choose From celebrates the unconventional, unexpected and downright inappropriate song choices available – in a bid to inspire everyone from beginners to professionals to pick up an instrument and explore music. It also demonstrates the app’s vast range of music with its screeching metal song.
The hero film riffs on a well-known wedding scenario – a musical tribute to the happy couple. It ends with the wry sign-off line, “From 10,000 songs, learn to play for that special person. The song choice is up to you.”
Yousuke Ozawa, creative director, UltraSuperNew Tokyo, added, “When we came up with the idea, we wanted the ad to stand out – even on mute. That meant the concept had to be not just interesting and funny, but visually captivating as well. We also put a lot of thought into making the emotional twist hit harder by starting with something sentimental and ending with an unexpected gag.
“What we found both funny and intriguing was that, while Yousician offers a massive range of songs to learn, from beginner to advanced, picking the right song for the moment relies on human choices. You can sharpen your skills and have fun, but knowing what to play and when? No algorithm can do that. So we decided to lean into that idea and see how far we could take it – pushing it just enough to be hilarious, yet still relatable.”
The campaign will run across social platforms including Google, Meta and TikTok in Japan.
Yousician creative operations lead, Elisa Eklund, commented, “For this campaign, we set out to grow Yousician in Japan with creative and meaningful stories that inspire people to learn new songs. Our goal was to connect emotionally with the local audience while keeping the stories authentic with a touch of humour. As the app allows people to learn from a vast number of songs, that was another thing we wanted to highlight through the story.”
Credits:
Creative Agency: UltraSuperNew
Creative Director: Yousuke Ozawa
Project Director & Head Producer: Daiki Shimizu
Producer: Ryubi Fukuda
Art Director: Diana Ganea
Editor: Earl Standerford
Production: Boomachine
