NEW YORK — Spotify is promoting a new experience called Reserved, which provides eligible Premium subscribers with early access to concert tickets. This feature allows an artist's most dedicated followers to purchase tour tickets before they become available to the general public, with subscribers able to buy two tickets.

Spotify introduced the Reserved feature in June, and the initial roster of artist tours included Role Model and Rod Wave. The company has launched an advertising campaign across multiple platforms to promote Reserved, including an animated advertisement that depicts scenarios such as waiting in an infinite line, selling hair, or missing a grandmother's funeral.

Jocelyn Charles directed the Reserved animation, which was produced by Remembers, a production company based in Paris. The Remembers team drew the backgrounds for the animation by hand with markers and animated the spot frame by frame on a computer. The animated advertisement features original music created by the sound studio Citizen.

The Reserved campaign also includes outdoor advertisements animated by Hornet, utilizing illustrations from Remembers. These outdoor ads are scheduled to appear near concert venues, through contextual out-of-home placements, and on transit and train wraps in major U.S. cities, including New York, Los Angeles, Miami, Chicago, and Atlanta. Additionally, the campaign integrates connected TV, online video, and paid social online advertising.