Audible gets romantic

Audible has launched a new campaign celebrating romance and romantasy, encouraging existing fans and new audiences to discover all the stories that the genre has to offer.

Wile previous iterations of the campaign have championed genres such as crime, sci-fi and comedy, this romantic entrant into the Audible cannon taps into the surge in popularity for the romance genre. The spot follows the tale of Airwyn, an elven princess duty bound to marry a king but, just as all hope seems lost, her long lost lover Ivaran bursts into the ceremony on horseback, inspiring Airwyn to break free and reclaim her true love. 

However, as they’re about to kiss, their entire world begins to spin, crumble and collapse until it's revealed that everything we're seeing exists within the imagination of a listener sitting in a laundrette, immersed in an Audible story.

The campaign was created by Fold7 London and directed by Adam Berg through SMUGGLER and required an epic set build: a 16ft rotating plinth, giant trampolines and stunt performers on wires performing aerial gymnastics. Additionally, out of home visuals [below], shot by Charlotte Rutherford, tap into other romance sub-cultures, such as spicy romance, immersing listeners into these storytelling worlds. 

“This latest work, we hope, continues to prove the fertility of this creative platform," said Dave Billing, ECD at Fold7. "There's always fun to be had when we collide the mundane with the richness of what's going on in listeners’ imaginations. With the Romance genre, that's never been truer. This genre has it all - epic worlds, charismatic protagonists, passion, dragons. It's a long way from most people's everyday experience, but that's the joy of it. We wanted to honour this genre and its growing legions of passionate fans, and in Adam Berg we found a director with an impressive track record in world building, shot through with a brilliantly sharp sense of humour.”