Audible has started the new year by reminding people that its app can be an enriching alternative to 'mindless' applications.
The strategy was first devised by Fold7 in 2018, whereby the audiobook app was positioned as a more enriching mobile experience that could combat people's desire to stop scrolling and spend their time together.
Set in a busy train station, Temptations opens with a woman seen killing time before she catches her train. After receiving a notification, various applications pop up and buzz distractingly around her.
All vying for her attention, games, news, hosts for potential dates, a cat vomiting a rainbow and a friend showing her latest #foodinspo swarm around her. The ad peaks when the apps become too distracting for the woman to handle, and she pops in a pair of headphones while opening the Audible app. Hitting play, the cool sounds of David Tennant block out the apps around her, which vanish from view.
Now, she can wait for her train in tranquility, in a world beyond her 'mindless' apps. It ends with the line - 'The difference is Audible.'
Watch the ad below:
A selection of audiobooks read by David Tennant can be listened to via Audible.
Check out the full range at the links below.
Audible.co.uk - UK listeners
Audible.com - USA listeners
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