Audible promotes itself as a travel brand in pastiche of vintage airline ads

Spot by Fold7 says it can transport you to Mars, or Gilead

Published On
Jul 10, 2020

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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.”


Jul 10, 2020
Client :
Agency :
Director Brand Marketing :
Matthew Parker
Founder & ECD :
Ryan Newey
Creative Team :
David O’Brien
Creative Team :
Chris Bennett
Producer :
Max Di Nunno
Strategy Director :
Sarah Benson
Head of Account Management :
Sarah Kay
Account Director :
Miles Woodford
Director :
Mark Denton
Producer :
Trent Simpson
Edit :
Cut & Run
Editor :
Matthew Prickett
Offline Producer :
Ruth Minkley
Sound Design :
Mark Robson
Sound Design :
750 MPH
Post Production :
VFX Producer :
Evren Olgun-Knight
Colorist :
Dave Ludlam
Flame Artist :
Mark Robinson
CG Artist :
Alessandro Mariotti

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