Spotify has unveiled its hotly anticipated Wrapped campaign for 2025 with a major first: a dedicated TV commercial created specifically for the UK market. The film, directed by KC Locke, serves as a celebratory snapshot of the artists, fans and cultural moments that shaped the country’s listening habits this year. The campaign was created and produced by Curly Media.
The spot brings together an impressive roster of the UK’s leading music stars, including Central Cee, PinkPantheress, Lewis Capaldi, Jade, Nemzzz, Skye Newman, Kingfishr, Sammy Virji and Sasha Keable. They are joined by familiar cultural personalities such as Louis Theroux, Bus Aunty, Al Nash and Grime Gran, whose cameo appearances underscore the uniquely British tone of the production.
To maximise visibility, Spotify is supporting the film with a high-impact broadcast strategy. A first-of-its-kind BVOD takeover will see the ad occupy the entire commercial break of I’m A Celebrity… Get Me Out Of Here! on 3 December, one of the most-watched entertainment broadcasts of the year. The film will also run for several days on ITVX, marking what is positioned as the biggest entertainment launch on any UK TV channel this year.
Beyond the screen, the campaign extends into physical installations in London and Manchester celebrating the year’s standout artists. In London, Jade will make a surprise appearance inside a perspex box on Southbank, an homage to her track Plastic Box, while PinkPantheress’ signature tartan pattern will cover a phone booth near Tower Bridge. Central Cee is spotlighted with an oversized chain on a billboard at Shepherd’s Bush Green. Manchester will host a wall-length mural and a large-scale tambourine tribute dedicated to Oasis.
This year also marks the debut of Wrapped Party, a new social feature that transforms users’ listening statistics into an interactive experience. Fans can compare their results in real time and earn playful awards such as “Most Obsessed Fan” and “Eternal Optimist.”
Visually, the campaign draws on the tactile, DIY audio culture of the 1980s and ’90s—evoking mixtapes, marker doodles and club flyers, while blending those references with Spotify’s modern, digitally driven design language.
