Audible’s new brand campaign says stories can change your life
Created by Special US and Audible’s new in-house creative team, Stories that Speak to You positions listening as a transformative experience through
Independent agency Special US has teamed up with Audible’s newly formed in-house creative group on a new global brand campaign that seeks to reposition listening as more than a way to pass the time, instead framing it as an experience that can fundamentally alter how people feel, think and behave.
Rolling out across film, outdoor, digital, social, audio and experiential activations, Stories that Speak to You launches today in 12 markets and 11 languages, spanning the UK, US, Canada, Australia and Europe before expanding to Mexico, Brazil, Japan and India.
The work arrives as Audible continues to broaden its ambitions beyond audiobooks, investing heavily in original productions, celebrity-led performances and new listening technology. Rather than focusing on the breadth of its catalogue, however, the campaign leans into the emotional impact of audio storytelling, arguing that the right story can transform even the most ordinary moments.
That idea is brought to life through two hero films, directed by Megaforce. In one, a runner sets out for a short jog but becomes so immersed in an audiobook that he accidentally completes a marathon, drifting through increasingly surreal landscapes without ever breaking from the story.
The second follows a new father whose listening inspires him to make healthier choices, gradually changing both his own life and his relationship with his daughter – until her apparent disdain for the self-help genre snaps him back into reality. With Audible announcing earlier this year that global membership has grown by nearly 800% since 2015 and is projected to more than double again over the next three years, it’s clear the brand is intent on speaking to listeners of every age.
Each exaggerated narrative reflects a broader creative approach rooted in humour, while the campaign line ‘Read as Many Books as You Can Hear’ hints at Audible’s expanded content and product offering. Alongside blockbuster releases including its forthcoming multi-language adaptation of Dracula and its full-cast Harry Potter audio editions, the company has also introduced features such as immersion reading and AI-powered search and discovery.
This is the first work from Audible’s newly formed in-house creative group, led by global head of creative Rance Randle and strategically anchored by senior director, global creative strategy Brooke Lonegan, signalling a growing investment in building creative capability internally while continuing to partner with external agencies. It follows the company’s first global campaign, There’s More to Imagine When You Listen, which launched in 2024.
“Stories that Speak to You speaks to a global, shared desire among consumers to spend their time in ways that feel genuinely fulfilling,” says Randle. “We’re demonstrating what it looks and feels like to be captivated and entertained by the incredible storytelling available on Audible. The campaign highlights the true, tangible shifts and enrichment that come from being part of it — whether that’s a moment of escape, a new perspective, or simply the satisfaction of time well spent.”
The media rollout will lean heavily on video, social and prominent out-of-home placements in locations including London’s King’s Cross Station, Melbourne’s Spencer Street tram station and retail destinations across São Paulo, all featuring photography by Olivia Malone.
Credits:
Creative: Audible
Global creative agency: Special US
Directors: Megaforce
Film production: Iconoclast
Edit: Cabin Editorial
VFX: Electric Theatre Company
Sound and mix: Casa Azul
Music composition: Ali Helnwein