Audible Highlights the Power of Audio Storytelling in New Brand Campaign with Fold7

Online audiobook and podcast service Audible just launched a new campaign that highlights the transformative power of audio and how it can take you to your wildest imagination. 

Helmed by agency Fold7, the latest efforts are marked by a 40-second extended TV spot titled "Zen Commute," showing how one podcast or audiobook could transport its listeners into a peaceful, meditative state as they engage in daily activities.

It taps into the experience of listening and how powerful audio storytelling could spark our imagination in ways other mediums can't.

Тhe efforts are supported by two other 15-second adverts highlighting how Audible has an audiobook or podcast for any and every audience.

 

 

 

 

 

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The initiative comes as part of the brand's ongoing campaign, "There's More to Imagine When You Listen," which first launched in June of last year. 

This time, Audible has a sharper focus on connecting with its audiences, driving brand love through emotional engagement, and pushing consumers to explore their extensive wellness category. 

Partnering with a skilled ad agency plays a crucial role in bringing such campaigns to life, combining creative storytelling with strategic execution to leave a lasting impact on audiences.

The Power of Audio

The spot, directed by Antoine Bardou-Jacquet, starts off in a building sitting on top of a rock by a rural mountainside, where several people meditate. 

Here, they gently sound gongs and singing bowls and balance rocks.

"You found a place of complete focus. You ordered your thoughts and mastered your mind," the narrator shares. 

Suddenly, the ground begins to shake, startling everyone in the middle of their meditation. 

At first, they try to stay zen, but as the tremors grow into a full-blown quake, their serene surroundings crumble into chaos.

Eventually, it is revealed that the entire scene is only a figment of a listener's imagination as she listens to Audible on her train ride home. 

Previously, Audible tapped content creator Ayamé for a suspenseful two-part caper.