Jane Austen thanks busy readers for ‘finally listening’ in audio book campaign for Audible
Jane Austen is complaining to a couple’s therapist about how she can’t keep a would-be reader’s attention, despite all the love and effort she puts in, in a new TV spot.
Created by With Collective, the latest campaign for Audible’s audio books sees Austen told “You can be a bit difficult”.
“Sometimes, life gets in the way of a good book,” the couple’s therapist says to the camera after quietly chuckling at the duo’s disagreement. Viewers are then told of Audible’s extensive audio book collection as the busy would-be reader pops on his headphones.
The ad concludes with Austen whispering to the man: “Thank you for finally listening”.
Another 30-second ad has been created with two women fighting about health and personal development.
One woman, who represents health, asks the other woman to “love and approve of herself”.
“Hey, I want to do this but with my job and my kids it’s hard,” she responds.
The ad ends with the psychologist directing readers to audible.com.au.
Matthew Gain, head of Audible Australia, said in a statement: “Audible.com.au’s mission has always been to expand the horizons of our listeners and this campaign encourages all Australians to consider how audiobooks can help to grow the mind.
“The benefits of growing the mind are numerous; from bringing better banter to a dinner party, to thinking more adaptively, developing mindfulness, focusing at work or even slowing mental deterioration in later life.”
Tracey Markham, Audible spokesperson, said: “We understand that finding the time to get through a book can be hard in our busy lives. So this campaign encourages people to consider how audiobooks can be a convenient yet powerful way to invest in the mind.”
Credits:
- Client: Sara McConkey and Melissa Gompes, Audible.com.au Creative & Production Agency: WiTH Collective
- Media Buying Agency: M2M
- Publicity Agency: Poem
- Social/Influencer Agency: We Are Social Production Company: Photoplay Films Director: Gary John
- Executive Producer: Oliver Lawrance Producer: Bonnie Fay
- Post-Production: The Editors Sound: Rumble Studios
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