Audible’s ‘Home of Storytelling’ campaign, created in partnership with creative agency Emotive, highlights how immersive audio can be.
The home-grown campaign stars Australian actress, author and podcaster Miranda Tapsell and comedian, actor and podcaster Josh Thomas, along with a host of local talent who invite Australians to explore the Home of Storytelling.
The campaign portrays a tour through the Audible halls, guided by Tapsell as she introduces Thomas to local creators.
The pair pass Marc Fennell in the corridor, witness Adam Liaw demanding an edible soundscape, and meet the eccentric Flex Mami as she entices Josh with tips on how to thrive from her audiobook.
Throughout the campaign, other popular titles on the platform are highlighted, including The Orchard (2021), featuring Eric Bana, Matthew McConaughey’s Greenlights (2020), and The Lord of the Rings: The Fellowship of the Ring (2021).
The campaign is live across TV, out-of-home, social and online video nationally.
Country manager of Audible Australia, Ben Rolleston says the work is a way to highlight the depth of talent under Audible’s offering and help consumers to understand the depth of investment in the talented creators.
“Audible has a wide variety of content available through its service including more than 600,000 audiobooks, podcasts, and Audible Originals. We wanted to highlight the depth of talent in our offering, our ongoing support and investment in Aussie creators, and the variety of genres available to customers.
“We believe the line-up of talent (Miranda, Josh, Flex, Marc and Adam) reflect those priorities well. We’ve produced over 100 Audible Original titles here in Australia since 2017 and our continued investment in local talent means that not only can Australians access premium local storytelling, but we are also working to put our local talent on the world stage.”
Rolleston described the creative strategies as relaxed and flexible in terms of scripting and profiling the strengths of the creators.
“By inviting viewers through ‘The Home of Storytelling’, we wanted to ground the viewer in how immersive audio can be and show the variety of talent and content through the different recording studios, as well as feature key cover-art throughout the scenes. It reflects the strength and profile of our local creators, alongside the best of international published content available on Audible.
“We were flexible with the scripting as we really wanted our talent to be able to express their unique personalities so it ‘felt’ like them. There were some fun touches throughout the ad including the ear door handles and a number of creative book references with the items on the shelves.”
Bushra Abel, marketing director of brand & content at Audible Australia, said: “Creatively we wanted to ensure we have a humorous tone that tied into past campaigns which featured local talent like Celeste Barber and Rebel Wilson. This was brought to life by leaning into Josh’s comedic nature and interaction with other talent. Furthermore the campaign features strong brand cues including use of the Audible colour palette throughout.”
Rolleston said the campaign celebrates the empowerment of Australian voices and putting local talent on a global stage.
“As this campaign shows, we strongly believe in the importance of empowering and celebrating Aussie voices. We have produced more than 100 Australian Audible Originals, the content series launched in 2017.
"Brandishing these stories is extremely important to Audible and that’s why we’re committed to maintaining our position as the Home of Storytelling and putting local talent on a world stage.”
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