Switch to AT&T and get a year of Spotify Premium. That was the offer. But it allowed us to target music fans within the “Just OK is Not OK” framework.

We knew the spot was fun. We knew the song was great. And we knew AT&T was going to play it a zillion times. We built out a whole backstory for the band, designed merch and everything. Because that’s what you do.

But then the tweets started coming in. Then blog posts. Then internet think pieces. Then the demands for a full song.

We had lightning in a bottle. We had the best thing you can do in advertising: something people actually love.