Audible: Listen for a Change by mcgarrybowen

Client: Audible
Date: Oct 2018
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
9 votes

Audible is competing in an ever-crowding audio market, so a new campaign is aiming to boost listenership of the Amazon-owned purveyor of audio books, magazines, programs and more.

The company is asking people to ‘Listen For a Change’ in a campaign created by Mcgarrybowen New York.

The anthem spot opens with a voiceover asking, “What would it look like if we listened more? Could the right voice, the right words bring us all just a little closer? Get us to open up? Even push us further? It could, if we took the time to listen.”

The messaging continues in separate stories touched upon in the anthem. In ‘Subway’, a young man riding the subway gives up his seat to a female passenger while listening to a passage of The Awkward Thoughts of W. Kamau Bell, discussing the power of change.

In ‘Review,’ we see a young female in a work review session with her supervisor being told that her male colleague will be taking the lead on a project. She puts in her earbuds and becomes empowered to go back into her supervisor’s office after listening to The 5 Second Rule where Mel Robbins states, “Success is a numbers game and you’re not going to win if you keep waiting.”

‘Drop Off’ sees a mother picking up her teenage daughter from school who is dealing with typical high school drama with friends. As the disappointed daughter gets in the car, mom turns on Let’s Pretend This Never Happened on the ride home, where Jenny Lawson says,”...pretty much everyone hates high school. It’s a measure of your humanity, I suspect. If you enjoyed high school, you were probably a psychopath or a cheerleader. Or possibly both.”

Credits

Agency:

U.S. Chief Creative Officer: Ned Crowley

Executive Creative Director: Michael Raso

Executive Creative Director: Michelle Roufa

Creative Director: Kristi Knight

Creative Director: Maggie Watson

Managing Director, Content Production: Dante Piacenza

Director, Content Production for Emerging Platforms: Paisley McCaffery

Executive Producer: Stacy Kay

Producer: Jack Mullenix

Managing Director, Global Music Production: Jerry Krenach

Music Producer: Stephen Stallings

Music Producer: Patrick Oliver

Music Licensing Supervisor: Kaylyn Keane

Music Production Manager: Kate Kubaryk

Director, Talent Services: Sue Ayson

Senior Talent Manager: Hilary Olesen

Director of Business Affairs: Joanne Garber

Chief Strategy Officer: Conner Huber

Executive Strategy Director: Laura Chavoen

Strategist: Andrew Raine

President, mcgarrybowen NY: Angela Johnson

Account Managing Director: Megan O’Grady

Account Supervisor: Katie Coe

Assistant Account Executive: Madeline Stefan

Senior Producer, Art Production: Kim Stoerker

Associate Director, Art Production: Travis Kinsella

Legal Counsel: Jim Pharo

Partners:

Production Company: Arts & Sciences

Director: Sean Meehan

Managing Director, Partner: Mal Ward

Managing Partner, Executive Producer: Marc Marrie

Head of Production: Christa Skotland

Producer: Sam McGarry

Edit House: Rock Paper Scissors

Editor: Ted Guard (Anthem)

Editor: Mikkel EG Nielsen (Subway / Review / Drop Off / Couple / Runner)

Executive Producer: Eve Kornblum

Head of Production: Justin Kumpata

Producer: Julianne Cort

Music House: Turning Studios

Composer: Elliott Wheeler (Subway / Drop Off / Review / Couple / Runner)

Music House: JSM

Music: Just Like Heaven (JSM Anthem Version)

Publisher: Universal Music Publishing Group

Artist: The Cure

Composer: Robert Smith

Graphics: Elastic

Audio: Sonic Union

Mixer: Steve Rosen

Voice over: Annette Benning (Subway / Drop Off / Review / Couple / Runner)

Media agency: PMC

Overall Rating
0/5Vote
Overall Rating
0/5Vote
Overall Rating
5/5Vote
Overall Rating
5/5Vote