Parents use white noise playlists on Spotify to help their baby sleep. But for the 156 million (55%) users who don’t have Spotify premium, the nice calming playlists get interrupted with loud ads that wake the baby and create havoc. To keep this peace and quiet, we made quiet, whispery Spotify ads that wouldn't wake the baby. And for parents who were still awake, we shared some quiet messages about IKEA products that would help them get a better night’s sleep.