‘Make words great again’: Rebel Wilson becomes ‘Minister for Words’ in Audible’s political ad

Australian comedian and actress Rebel Wilson is the star of Audible’s latest political campaign, appearing as Australia’s new “self appointed” ‘Minister of Words’.

Created by Emotive, the audio entertainment provider endeavours to “make words great again” and references how Australians often speak in slang such as “OMG” and “YOLO”.

“Take my fellow politicians, they seem to think words are only good for stabbing each other in the back,” Wilson adds.

The ad also highlights how “words are not what they used to be” and includes scenes where a sport star uses the common Australian phrase “yeah, nah, yeah, nah”, while a politician being interviewed on television makes up the word “mis-underestimate”.

Famous influencer Tanya Hennessy also makes an appearance in the ad as she shows audiences how they can listen to audiobooks at the gym.

Audible draws on fake news, uninformative social feeds and poorly chosen language to position itself as a substantial and meaningful way of using words.

In the mock political campaign, Audible also aims to show Australians how they can listen to audiobooks on the train, at the gym or in bed.

Poem has handled PR and talent amplification for the campaign, while the media account was run by M2M.

Leanne Cartwright-Bradford, country manager at, said in a statement: “This campaign was born from the desire to inspire people and remind them of the power of great words, especially when we live in a climate where words appear to have lost their power and value. Audible is here to reignite a love and passion for words that inspire, entertain and educate.”

The campaign includes a one minute ad and three shorter 30-second ads which features Wilson showing Australians how they can use Audible on the bus, at the gym and in bed.

Wilson added: “Australia is a nation of great speakers, from Gough Whitlam to Magda Szubanski, but we need to remember uninspiring words can really bring us down. So whether you’re a Parliamentary MP or a party MC, plug-in and broaden your mind, be entertained and embrace the power of great words with Audible.”

Audible has also released a 90s extended version of the ad.


    Marketing Director – Rachel Beeton
    Senior Brand Manager – Melissa Gompes
    Comms Specialist – Jack Dennis
  • Emotive
    CEO: Simon Joyce
    Lead Strategy: Tyler Wilson
    Business Director: Marshall Campbell
    Director / Creative Director: Zane Pearson
    Senior Creative/ Second Unit Director: Rory Pearson
    Senior Producers: Hayley-Ritz Pelling & Tom Pearce
    Production manager – Natalie Dagher
    DOP: James Brown
    Editor: Ben Kucharski
    Colourist – Matt Fezz
  • Media Agency
  • Music
    Nylon Studios
    Sound designer: Stuart St Vincent Welch
    Music composer: Adam Moses
    Music producer: Karla Henwood

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.