Great songs can be dangerously addictive – something that Spotify acknowledges in an ad to let users know they can listen to songs on repeat on its free service. Just like the streaming service's past personalised campaigns, it plays on music’s inherent emotional qualities.

Soft drink brand Bubly has created a 30-second spot that will debut at Super Bowl LIII, featuring singer Michael Bublé. The lighthearted ad should resonate well with both football fans and fans of the singer, as its playful self-deprecating tone helps humanise the brand, ahead of a major product launch.

Thanks to streaming platforms, people are able to soundtrack their lives with a near-constant stream of new and familiar music. But how often are listeners actually tuned in? Canvas8 spoke to 20 men and women from across the US to find out how and when music gets their full, undivided attention.

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author of The Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.