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Amazon Music has just launched a new brand campaign showing its audiences that commutes don't have to be boring.
Helmed by creative agency Wieden+Kennedy Amsterdam, the latest efforts are marked by a 30-second spot touting the free Audible audiobook Amazon Music Unlimited subscribers in the US, UK, and Canada can get once a month.
"On the Go" follows the story of a girl listening to a mystery audiobook and letting her imaginations run wild, as she pretends to be the detective in the story.
W+K creative team members Stuart Harkness, Chris Taylor, and Paula Essig shared the idea behind the narrative:
"We set our campaign in an airport as the perfect backdrop to explore the diverse cross section of humanity that turns to music and audiobooks while waiting for flights."
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The three added that the team brought to life a "Whodunnit" Crime Thriller adventure, spotlighting Amazon Music Unlimited's abilities to put together music, podcast, and audiobooks seamlessly in one platform.
"Glued together with a motley cast of mischievously charming characters and a mesmeric score, we turned killing time, into a thrilling time, on the go," they added.
Brands collaborating with trustworthy agencies like W+K can ensure the creativity of their campaigns, resulting in executions that make them stand out in a competitive market.
In this case, by creating a unique story that many fans of audiobooks, podcasts, and music can relate to, the streaming giant lets its brand identity shine, showing everyone why it's the platform to engage with media you love.
Playing the Detective
Directed by filmmaker Lance Oppenheim and scored by Ari Bazoulian, the 30-second commercial introduces us to a young woman at the airport as she decides to listen to a true crime audiobook from Amazon Music.
She then gets immersed in the story and begins to grow wary of the people in her surroundings.
Putting herself in the shoes of the detective in the audiobook, the woman starts to imagine the airport dwellers as potential culprits in the mystery.
"Could it be the owl with the crazy eyes? Or the girl wearing a wire?" the audiobook narrator says.
The woman then removes her headphones to listen to the PA, who then announces that Audible is now available in Amazon Music Unlimited.
With W+K being a renowned global agency, it's not surprising that it is working with many brands to launch their campaigns.
Previously, W+K and Zalando teamed up with Oscar-nominated actor Willem Dafoe for a campaign unveiling the brand's fall-winter collection.
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