SiriusXM Launches Multi-Platform National Brand Campaign “Closer”

Today, SiriusXM unveiled a new, national multi-platform brand campaign, showcasing how SiriusXM brings listeners closer to what moves them. Developed in collaboration with agency of record, Uncommon Creative Studio, the national campaign follows the unveiling of SiriusXM’s brand refresh in late 2023, and is a continuation of SiriusXM’s work to welcome in new audiences while super-serving its listeners.

“At SiriusXM we are passionate about audio. Our ‘Closer’ campaign features powerful, emotive and iconic creative showcasing the role that SiriusXM plays in people’s lives and is a celebration of the power of audio,” said Suzi Watford, Chief Growth Officer at SiriusXM. “As we look to connect with the next generation of SiriusXM listeners, we’re focused on telling stories of how we bring listeners and fans closer to what moves them. We’re extremely proud of how that message comes through in this campaign, and how we are able to reflect the stories we hear from listeners and their passion for what we do.”

To kick off the campaign, SiriusXM unveiled “A Life in Sound,” a new short film directed by Emmy award-winning director Kim Gehrig, on SiriusXM social channels, a cut of which will air on national television in the US during the 2024 Oscars. The piece follows a woman dancing as she moves through different phases and milestones of her life while listening to a wide variety of songs and interviews that each have a unique place on SiriusXM, emphasizing the breadth and depth of audio experiences available on the audio entertainment service. By showcasing a life in sound, the creative highlights how SiriusXM brings listeners closer to what they love and what moves them throughout their lives.

“‘A Life in Sound’ celebrates the real, universal, and uniquely human experience of being moved by the audio you love. One film. One woman. Dancing through the different chapters of her life. It is the truth of the SiriusXM experience captured in film,” said Nils Leonard, Co-founder at Uncommon Creative Studio. “And as a creative studio, we were honored to have the opportunity to capture and share that magic.”

The Company’s vibrant out-of-home (OOH) campaign spotlights three growing genres across the SiriusXM portfolio—hip-hop, country, and sports. The scenes capture the passion and power of these fandoms and how SiriusXM invites listeners into these communities. Crowds surround a listener in each genre, who is unphased by the madness unfolding around them, as they tune in to their favorite channel on SiriusXM. Shot by renowned photographer and filmmaker Gabriel Moses, the campaign also features SiriusXM subscribers and super-fans of these genres across static and motion OOH on digital and in New York, Los Angeles, Nashville, Boston, and Atlanta, as well as in digital-first behind-the-scenes content and interviews with SiriusXM hosts.

“Closer” follows the success of several early works by SiriusXM – including the Guest DJs and showstopping “Metal Sweater” campaigns as well as the rollout of SiriusXM’s refreshed brand identity and new logo – all following the audio entertainment company’s launch of its next generation streaming app in December 2023. Each piece brings to life the Company’s brand platform and key differentiators, highlighting SiriusXM’s ability to take fans deeper into their passions and connect with audio’s top talent and rising stars. This is expected to continue throughout 2024 and beyond, with a new, audio-focused iteration of the “Closer” campaign launching in the coming weeks, highlighting the diverse slate of voices that fill SiriusXM’s airwaves each and every day.