Listeners of Spotify Italy’s “Estate 2024” (Summer 2024) playlist can’t help but show symptoms when they hear catchy hit “Pedro,” the cover by Jaxomy, Agatino Romero, Raffaella Carrà that has garnered more than 6.2 billion views on TikTok and been crowned number one on Spotify’s Viral 50 Global charts. 

Spotify Italy collaborated with Milan-based Dentsu Creative Italy to create the whimsical campaign that encouraged Spotify listeners to tune into the service’s summer playlist, featuring “Pedro,” as well as current global summer hits like Dua Lipa’s “Training Season” and Sabrina Carpenter’s “Espresso,” as well as many Italian and European favorites. 

The campaign, called “Summer Hits Symptoms,” features three scenarios: a young man bobbing his head forward and back in a syndrome dubbed “chicken neck;” a woman sitting at a pastel-colored bus stop with “Santa Fe” as the destination experiencing “lip syncosis”; and a man grilling vegetables who can’t stop pointing with his leading finger.

The campaign was produced in-house by Dentsu Creative Studios in collaboration with fellow Milan-based agency InGood. It’s directed by Riccardo Fregoso, who serves as Dentsu Creative Italy’s chief creative officer.

"My first film direction is finally out, and it’s all about the things I love the most: suburban summer, late afternoon light, compulsive symptoms, and... Raffaella Carrà," Fregoso posted on Instagram.

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