# Relatable Nostalgic Streaming Ads Spotify's Listen Like You Used To Campaign Targets Generation X By Ell Smith | Published 2019-09-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/listen-like-you-used-to References: [adweek](https://www.adweek.com/agencies/these-painfully-accurate-spotify-ads-want-you-to-get-back-to-raging-not-just-aging/) & [spotify](https://www.spotify.com/ca-en/) [Spotify](https://www.trendhunter.com/trends/spotifys-wrapped-2025) is no stranger to [hilarious and targeted ad campaigns](https://www.trendhunter.com/trends/music-deserves-bose), and in a London-based campaign titled 'Listen Like You Used To,' the streaming service is turning its focus to Generation X. This campaign offers a humorously relatable message to those in their 40s and 50s. The ads include messages like "1988: you're 24 hour party people. 2019: You're 2-4 hour party people," "1995: Smashing Pumpkins. 2019: Smashing Avocados," or "1983: UB40 Red Red wine. 2019: You be 40. Red Red Wine." The messages [leverage nostalgia](https://www.trendhunter.com/trends/dont-retire-the-party) to remind the viewer of how much has changed since they were young, essentially encouraging people to, as the ad's name suggests, listen to music like they used to. Image Credit: Spotify ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 60% | Activity: 66% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Nostalgic Advertising:** Opportunity for brands to tap into generational nostalgia and create targeted ad campaigns that resonate with specific age groups. - **Generational Targeting:** An innovation opportunity to create marketing strategies that appeal to specific age demographics, such as Generation X. - **Humor in Advertising:** Using humor as a strategy to engage and connect with consumers by delivering relatable and entertaining messages in ad campaigns. ### Sectors Adopting This - **Music Streaming:** Disruptive innovation potential in the music streaming industry by creating personalized nostalgia-driven features and curated playlists targeting different generations. - **Marketing and Advertising:** Opportunity for marketers to explore creative strategies that leverage nostalgia and humor to connect with specific target audiences and drive brand engagement. - **Consumer Goods:** Innovation opportunity for consumer goods companies to tap into nostalgia trends and create products that evoke a sense of nostalgia, appealing to consumers seeking a connection to their past. ## Related on Trend Hunter - [Streaming Moments Surge](https://www.trendhunter.com/trends/spotifys-wrapped-2025.md) - [Throwback Grocery Campaigns](https://www.trendhunter.com/trends/summer-like-its-99.md) - [Music-Inspired Audiobook Campaigns](https://www.trendhunter.com/trends/read-like-you-listen.md) - [Millennial Nostalgia Banking Campaigns](https://www.trendhunter.com/trends/allt-bank.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Hyper-Personalized Playlists](https://www.trendhunter.com/trends/hyperpersonalized-playlists-spotify-is-using-advanced-ai-to-create-a-connec.md) - [Gen X Candy Campaigns](https://www.trendhunter.com/trends/barcade-campaign.md) - [Musical Playlist Time Capsules](https://www.trendhunter.com/trends/playlist-in-a-bottle.md) - [Nostalgic Skincare Campaigns](https://www.trendhunter.com/trends/neutrogena-remembers.md)