Select Page

Audible is competing in an ever-crowding audio market, so a new campaign is aiming to boost listenership of the Amazon-owned purveyor of audio books, magazines, programs and more.

The company is asking people to ‘Listen For a Change’ in a campaign created by Mcgarrybowen New York.  

The anthem spot opens with a voiceover asking, “What would it look like if we listened more? Could the right voice, the right words, bring us all just a little closer? Get us to open up? Even push us further? It could, if we took the time to listen.”

The messaging continues in separate stories touched upon in the anthem. In ‘Subway’, a young man riding the subway gives up his seat to a female passenger while listening to a passage of The Awkward Thoughts of W. Kamau Bell, discussing the power of change.

In ‘Review,’ we see a young female in a work review session with her supervisor being told that her male colleague will be taking the lead on a project. She puts in her earbuds and becomes empowered to go back into her supervisor’s office after listening to The 5 Second Rule where Mel Robbins states, “Success is a numbers game, and you’re not going to win if you keep waiting.”

‘Drop Off’ sees a mother picking up her teenage daughter, who is dealing with typical high school drama with friends. As the disappointed daughter gets in the car, mom turns on Let’s Pretend This Never Happened on the ride home, where Jenny Lawson says,”...pretty much everyone hates high school. It’s a measure of your humanity, I suspect. If you enjoyed high school, you were probably a psychopath or a cheerleader. Or possibly both.”

The tagline of the campaign is: “The most inspiring minds, the most compelling stories. Download Audible, and listen for a change.”

See the spots by clicking on the Creative Works box below.

: 'Listen for a Change'

Agency:
Client:
Date: October 2018
Audible is competing in an ever-crowding audio market, so a new campaign is aiming to boost listenership of the Amazon-owned purveyor of audio books, magazines, programs and more.
 
The company is asking people to ‘Listen For a Change’ in a campaign created by Mcgarrybowen New York.  
 
The anthem spot opens with a voiceover asking, “What would it look like if we listened more? Could the right voice, the right words bring us all just a little closer? Get us to open up? Even push us further? It could, if we took the time to listen.”
 
The messaging continues in separate stories touched upon in the anthem. In ‘Subway’, a young man riding the subway gives up his seat to a female passenger while listening to a passage of The Awkward Thoughts of W. Kamau Bell, discussing the power of change.
 
In ‘Review,’ we see a young female in a work review session with her supervisor being told that her male colleague will be taking the lead on a project. She puts in her earbuds and becomes empowered to go back into her supervisor’s office after listening to The 5 Second Rule where Mel Robbins states, “Success is a numbers game and you’re not going to win if you keep waiting.”
 
‘Drop Off’ sees a mother picking up her teenage daughter from school who is dealing with typical high school drama with friends. As the disappointed daughter gets in the car, mom turns on Let’s Pretend This Never Happened on the ride home, where Jenny Lawson says,”...pretty much everyone hates high school. It’s a measure of your humanity, I suspect. If you enjoyed high school, you were probably a psychopath or a cheerleader. Or possibly both.”
Credits:
 
 
Agency:
U.S. Chief Creative Officer: Ned Crowley
Executive Creative Director: Michael Raso
Executive Creative Director: Michelle Roufa
Creative Director: Kristi Knight
Creative Director: Maggie Watson
 
Managing Director, Content Production: Dante Piacenza
Director, Content Production for Emerging Platforms: Paisley McCaffery
Executive Producer: Stacy Kay
 
Producer: Jack Mullenix
Managing Director, Global Music Production: Jerry Krenach
Music Producer: Stephen Stallings
Music Producer: Patrick Oliver
Music Licensing Supervisor: Kaylyn Keane
Music Production Manager: Kate Kubaryk
 
Director, Talent Services: Sue Ayson
Senior Talent Manager: Hilary Olesen
 
Director of Business Affairs: Joanne Garber
 
Chief Strategy Officer: Conner Huber
Executive Strategy Director: Laura Chavoen
Strategist: Andrew Raine
 
President, mcgarrybowen NY: Angela Johnson
Account Managing Director: Megan O’Grady
Account Supervisor: Katie Coe
Assistant Account Executive: Madeline Stefan
 
Senior Producer, Art Production: Kim Stoerker
Associate Director, Art Production: Travis Kinsella
 
Legal Counsel: Jim Pharo
 
Partners:
Production Company: Arts & Sciences
Director: Sean Meehan
Managing Director, Partner: Mal Ward
Managing Partner, Executive Producer: Marc Marrie
Head of Production: Christa Skotland
Producer: Sam McGarry
 
Edit House: Rock Paper Scissors
Editor: Ted Guard (Anthem)
Editor: Mikkel EG Nielsen (Subway / Review / Drop Off / Couple / Runner)
Executive Producer: Eve Kornblum
Head of Production: Justin Kumpata
Producer: Julianne Cort
 
Music House: Turning Studios
                  Composer: Elliott Wheeler (Subway / Drop Off / Review / Couple / Runner)
 
Music House: JSM
Music: Just Like Heaven (JSM Anthem Version)
Publisher: Universal Music Publishing Group
Artist: The Cure
Composer: Robert Smith
 
Graphics: Elastic
 
Audio: Sonic Union
Mixer: Steve Rosen
 
Voice over: Annette Benning (Subway / Drop Off / Review / Couple / Runner)
 
Media agency: PMC
Tags: United States
 
 
 
 
 
 
 
 
Loading...