Breaking Today: New work for Audible UK

Today sees the launch of our new campaign for Audible UK, driving brand love and awareness of its comedy slate.


Titled ‘Get In On The Jokes,’ the multi-faceted campaign includes TV, Cinema, OOH, social and digital formats.


The hero AV follows the character of Mr. Funny Guy, in a Greek tragedy of comedic hubris. It opens in a local corner shop, where he tries out a one-line gag to get the attention of the shopkeeper. The laugh he receives is disproportionately generous, leaving our hero with a skewed belief in his comedic skills. His misplaced confidence grows after each uproarious reaction to his joke – until it’s revealed that everyone around him is laughing not at him, but at their Audible comedy playlists, tucked away in earphones.

In social and OOH, the idea is demonstrated differently. Visuals show illuminated neon signs reminiscent of comedy clubs and place them in unexpected, mundane locations, showing that whether you’re doing the washing, cooking, or on the loo, you’re able to make any occasion your own private comedy club with Audible.

Dave Billing, Executive Creative Director at Fold7 said: “At first, following Laugh Through It felt like making the ‘difficult second album’. But actually we’ve hung on to so many things that made that first spot great - the comedy, the simplicity, the performances. And this time we’ve added a bittersweet soupçon of human truth, which is to show how rubbish it feels not to be in on the joke. Most importantly, we’ve made an ad that’s as funny as the content that Audible offers. An ad about comedy really does have to be funny, we think.”


The work follows on from our award-winning ‘Laugh Through It’ campaign and builds on the insight that audiences seek comfort, escapism and a feel-good factor, when headlines and life can be tough.


It breaks in the UK on TV and in Cinemas on 30th June and on OOH, social and digital channels on 7th July.