Vacations are going to be difficult for many of us this summer, but Audible says it has a solution in a new campaign from the U.K.
In a spot created via agency Fold7 in the style of vintage airline ads, the Amazon-owned audiobook brand promotes itself as a travel brand. The spot points out that its offerings can transport you to faraway destinations like Mars -- or Gilead -- via the power of literature.
With tongue-in-cheek direction by Mark Denton via Thomas Thomas, the campaign, running on primetime U.K. TV as well as on radio, makes the point that books provide you with a getaway, even though you may be stuck at home.
“We need a creative shift in mood and with summer plans shelved, it’s a good time to spread a little joy," said Ryan Newey, founder and chief creative officer at Fold7,in a statement. "Recasting Audible as the ideal travel partner for lockdown, transporting us to exciting and faraway literary destinations, we felt we could have some fun harking back to an era when the advertising was as special as travel itself.”