Audible, the audiobook and podcast platform, has launched its ‘Laugh Through It with Comedy’ campaign, created in partnership with Fold7 agency. The multi-channel campaign features an out-of-home-led approach, showcasing unfortunate yet comedic scenarios that anyone can relate to. The campaign encourages listeners to laugh through their misfortunes with Audible’s extensive collection of comedy audiobooks and podcasts, delivered by comedic greats and new voices.
Unfortunate Yet Comedic Scenarios
The ‘Laugh Through It with Comedy’ campaign features a series of unfortunate yet comedic scenarios that can happen to anyone, ranging from a bike stuck in cement, falling into a bin to getting a rather unfortunate ‘biological’ shower from a flock of birds. The common thread is the copy, ‘Whatever life throws at you’, reminding listeners that they can always ‘laugh through’ their troubles with Audible.
Audible’s Comedy Collection
Audible is a leading destination for audio entertainment, boasting an extensive collection of comedy audiobooks and podcasts delivered by comedic greats and new voices. The ‘Laugh Through It with Comedy’ campaign showcases Audible as an essential destination for audio comedy, highlighting the quality lineup of comedic greats and exciting new voices available to listeners.
In Senior Director of Brand and content marketing at Audible, Albert Hogan’s words, “We’ve been able to join our creators in tickling the funny bone of our audience with this great new campaign. Given the quality lineup of comedic greats and exciting new voices we have on Audible, now felt like the natural moment to showcase and celebrate what we have on offer for listeners.”
The campaign will be rolled out across Video-on-Demand (VOD), Online Video, Cinema, Out-of-Home, and Social channels, with dedicated builds commencing in late July. Media Planning and Buying is outsourced to Wavemaker UK.
According to Dave Billing, executive creative director at Fold7, “It’s an old adage that laughter is the best medicine, but we have definitely put that thought through a wonky, modern lens. With the ’Comedy’ campaign, we’re promoting Audible as the essential destination for audio comedy, but also encouraging people to look life’s less friendly face in the eye and smile.”
Final Take
Audible’s ‘Laugh Through It with Comedy’ campaign is a fresh take on a classic adage, highlighting the power of laughter as the best medicine. The multi-channel campaign encourages listeners to laugh through their misfortunes with Audible’s extensive collection of comedy audiobooks and podcasts while showcasing the platform as an essential destination for audio comedy.
