Audible has launched its first-ever global brand campaign, touting the premium audio streaming service’s ability to take listeners to different worlds even as they remain firmly in theirs. 

Two of the campaign’s anchor spots emphasize this. In “Soaking Detective,” water floods a police headquarters until the camera pulls back and reveals a woman listening to a crime story while taking a bath. 

In “Cosmic Vacuum,” aliens on a frozen planet prepare for all-out battle before they start getting sucked into a swirling black hole. Come to find out, that’s a guy vacuuming his apartment while listening to a sci-fi novel. It all culminates with the tagline: “There’s more to imagine when you listen.” 

“Through breathtaking visuals, powerful audio mechanisms and an interactive digital and social approach, we were able to create a singular brand position that exemplifies the transportive and captivating qualities of listening to Audible,” said Susan Jurevics, Chief Brand and International Officer, Audible, in a statement. “As a company with millions of worldwide listeners with different habits, rhythms and interests, it was crucially important to identify a precise voice and marketing approach to appeal to our expansive listening audience.

“Audio storytelling continues to scale – and audiences increasingly engage with Audible in ways that fit into and enrich their day to day,” Jurevics continued. “What’s clear through consumer insights and in conversations with our listeners is that listening to Audible gives people a way to imagine more and brings flavor, texture and color to the everyday rhythm of their lives.”

The campaign was created across three continents, with shoots in Brazil, Thailand and the UK. The commercial spots were directed by Paris-based Partizan’s Oscar-winning director Antoine Bardou-Jacquet. It’s rolling out across multiple platforms, including influencer and Audible’s own social channels, and will run in Australia, Brazil, Canada, France, Germany, Italy, India, Spain, UK and US.

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