Audiobook and audio entertainment provider Audible.com.au has launched a multi-channel integrated campaign featuring legendary singer Michael Bolton.
The campaign features a hilarious remake of his 1993 smash hit Said I Loved You… But I Lied, created and produced by Emotive.
The music video, which reworks the song into ‘Said I Read You… But I Lied’, features silk robes, classic throwback hairstyles, sweeping Sydney Harbour views and a pet lizard.
The musical send-up reflects the growing trend of Aussies listening to audiobooks in the same way they listen to music, and was inspired by Audible research that found a number of Aussies have lied about reading books.
Bolton is joined by several familiar Aussie faces in cheeky cameo roles such as fitness guru Tia-Clair Toomey as a personal trainer, radio host Brendan “Jonesey” Jones as a security guard, and comedian Jordan Raskopoulos as a friend Bolton visits.
The branded content will appear in multiple formats across TV, cinema, digital, social media and influencer channels, with M2M handling media buying, and PR and talent amplification managed by Poem.
A VIP performance in partnership with WSFM will be held for competition winners and media at Sydney’s The Beresford Hotel tonight to celebrate the launch. The campaign also coincides with Bolton’s upcoming Australian tour in June.
Both Audible and Bolton have a history of combining music and comedy. Bolton featured as Captain Jack Sparrow in an Emmy-nominated parody music video on Saturday Night Live, and recently composed a retro-inspired Game of Thrones theme song.
In 2017, Audible and Emotive remade the Roxette classic Listen To Your Heart into ‘Listen To Your Book’, also featuring Jordan Raskopoulos.
Audible spokesperson Tracey Markham said: “Australians are busier than ever and have less time to get around to the things we love, like reading books. ‘Said I Read You… But I Lied’ shows that reading, unlike mullets, doesn’t have to be a thing of the past.”
Matthew Gain, head of Audible for the Asia-Pacific region, said: “We were shocked to discover so many Aussies would stretch the truth about the books they’ve read.
“From Sherlock Holmes to Game of Thrones, Audible is here to relieve the pressure of unread books and transform gym or commuting time into a chance to conquer our reading lists.”
Bolton said: “No one can deny the power of the spoken word, whether it’s a 90s classic or your favourite audiobook.
“I loved the idea of re-recording one of my hits with the aim of helping Audible.com.au inspire people to listen to more audiobooks – while having a huge amount of fun in the process.”
‘Said I Read You… But I Lied’ is Audible’s fourth local campaign.
Marketing director: Sarah McConkey
Brand manager: Melissa Gompes
Creative, production and event management CEO: Simon Joyce
Business director: Marshall Campbell
Music partnerships director: Aimee Stewart
Creative director: Andrew Cameron
Director: Zane Pearson
Senior producers: Tracey-Lee Permall and Cara Logue
Copywriters: Andrew Cameron, Nathan Burley and Henry Stafford
Director of production: Andrew Howden
Editor: Uthayan Selvaraj
Composer: Eden Martin
Audio engineer: Jorge Vivo