Spotify's bid to become a household name across America gets its' start tonight.
The digital-music service is rolling out a multiplatform campaign, crafted by Spotify creative agency Droga5, tonight with a 30-second spot during the season premiere of NBC's "The Voice." Sixty-second versions of the commercial will air tonight during "The Tonight Show with Jay Leno" and "Late Night with Jimmy Fallon."
The first commercial of the campaign doesn't tell you what Spotify is or does, but rather tracks the journey of a concertgoer as the crowd passes his body over their heads. A narrator's voice is heard instead of music.