• by Fern Siegel , Yesterday

Audible is dedicated to romance. 

To capitalize on its popularity in the audio book world, Audible is launching a new campaign, with creative by Fold7. The spot was directed by Adam Berg, via Smuggler.

In the adventure ad, an elven princess is forced to marry a king. But suddenly her lover arrives on horseback to claim his true love. That is, until their world starts to spin and walls crumble. The action is imaginary — it's all thanks to a woman listening to a story in a city laundromat. The tag: “There's more to imagine when you listen.” 

The work runs across social, podcasts, TV and streaming platforms, as well as OOH in the Toronto subway, New York Penn Station and Venice Beach, California's lifeguard stations. There are custom integrations, quizzes and ads with Tinder, Tastemade, TikTok and Snapchat. Audible is an active part of the #BookTok community.

“Romance is having its well-deserved cultural moment, and audio brings these stories to life in powerfully intimate ways. We're seeing a new generation of listeners and fans proudly embracing romance storytelling — from swoony romcoms and epic romantasy to enemies-to-lovers and everything in between. Our campaign celebrates how romance in audio can transform any moment and transport your imagination anywhere. It's all about unabashed enjoyment,” James Finn, global head of brand and content marketing, Audible, told Agency Daily.

Fold7's client work includes Carlsberg, St Pierre and Capital One.