Earworm

Ever had a great idea that just wouldn’t go away? In its first-ever brand campaign, Lovable – the software creation platform that enables anyone to build apps and websites by chatting with AI – turns that everyday experience into a reality. Created in partnership with Strange Family, Even/Odd, and directed by Thuan Tran, its film “Earworm” is now live across social platforms, YouTube and connected TV.

The campaign follows a woman consumed by a song in her head – performed by Swedish band, Boko Yout – that trails her commute to a bookstore and her apartment, growing increasingly impossible to ignore. The tension only resolves when she opens Lovable and turns the idea into a real, working band app. The moment she builds it, the “earworm” disappears, embodying Lovable’s belief that some ideas are too loud to ignore, and now anyone can build them.

But the campaign doesn’t end there.

To show how easy it is to go from idea to live result with Lovable, the creative team behind the campaign has used the platform to create the band app from the advertisement – not as a static mock-up, but as something genuinely live and functional. Future Lovable campaigns will continue this approach, transforming creative concepts into real, working products using the platform itself.

“Lovable is about making software creation accessible to anyone with an idea,” says Cecilia Stallsmith, Lovable’s Head of Marketing. “For decades, building software required technical expertise or a team of engineers. Today, anyone with an idea can create a real product simply by describing it, unlocking creativity in ways never seen before.”

More than 35 million projects have been built on Lovable to date, with over 200,000 new projects created daily. Applications built with Lovable attract more than 300 million visits per month.