Audible Dismisses Distractions with Calmer Moments

Fold7 will be bringing in the New Year with a much-needed moment of calm.

 

Breaking on January 1st, the agency’s new TV campaign for Audible shows how distracting and overwhelming the content on our phones can be. It builds on the strategy launched in 2018 with ‘Mindful Moments’, which positioned the brand as a more enriching mobile experience, and addresses people’s desire to stop scrolling and spend their time better. 

 

Matthew Parker, director of brand marketing, Audible said: “Our latest campaign continues to remind people that there’s a more enriching alternative to mindless applications, and that their time could be better spent with Audible. We’re delighted with the creative and the way Fold7 have brought our brand positioning to life with such energy.”

 

‘Temptations’ opens on a woman killing time in a train station. As she scrolls through her phone, apps spring to life around her. A cacophony of digital content spills out: games, news, celebrities, a host of potential dates, a cat vomiting a rainbow, a friend showing her latest #foodinspo - not that you asked to see it - all increasingly vie for her attention. As the ad peaks, the distractions become too much to bear. She reaches for her headphones and opens the Audible app, hitting play on an audiobook. Actor David Tennant’s voice takes over, the distractions vanish from view, leaving her with a moment of tranquil calm. It concludes with the line ‘The difference is Audible’.

Ryan Newey, founder and CCO of Fold7 added: “This latest campaign brings new life and colour to Audible’s positioning and we’re delighted to create something that feels so timely and culturally relevant in today’s screen-obsessed society.” 

The ad was created by Ryan Newey, David O’Brien and Chris Bennett and directed by Simon Willows through Agile.