Deezer is launching its first global ad campaign to promote its Flow feature. The spots highlight the lean-back listening option, which plays a personalized stream of music based on the listener’s taste. Chief Commercial Officer Golan Shaked said the vision for Flow is to incorporate additional technology to also predict a listener’s activities and location for better song choices. “Our vision is for Flow to embrace all of these elements by providing a hands-free music experience which guesses your circumstances and provides a constant listening experience,” he said.

The Deezer ads are soundtracked with music by two artists from its Deezer Next program, an effort to highlight up-and-coming performers.