Tesco has launched its first above-the-line advertising campaign for its music-streaming service Blinkbox Music.

The multimillion-pound push launches today with a “fun” TV ad and outdoor ads in city locations, Tesco said, as well as video on demand, radio and social media activity.

Blinkbox Music is a free, web- and app-based service that allows users to stream tracks based around their musical preferences. It is the companion service to Tesco’s Blinkbox TV and film streaming service, which was the focus of a marketing push in store, online and on TV last autumn.

“This is the first time we’ve significantly advertised Blinkbox Music so it’s important that we show how we’re different to our competitors,” said Blinkbox Music MD Mark Bennett. “Surprisingly for a sector that is so dynamic and creative, music streaming is dominated by predominately functional messaging. Our campaign is unashamedly fun and celebratory, demonstrating the extraordinary power of music to enliven even the most mundane situations.”

The TV ad depicts a domestic scene in which a toy hippo springs to life upon hearing music streaming from Blinkbox.

The campaign is being led by marketing director Iain Sawbridge, who recently joined Blinkbox Music from the BBC, where he was head of marketing for BBC Radio 1, 1Xtra and Pop Music.