Audiobook and audio entertainment provider Audible.com.au has launched a multi-channel integrated campaign, featuring legendary singer Michael Bolton and an hilarious remake of his 1993 smash hit ‘Said I Read You… But I Lied’ created and produced by Emotive.
The music video, which reworks the lyrics into ‘Said I Read You… But I Lied’ features silk robes, classic throwback hair styles, sweeping Sydney Harbour views and a pet lizard. The musical sendup reflects the growing trend of Australians listening to audiobooks in the same way they listen to music and was inspired by Audible.com.au research that found a number of Australians 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 to celebrate the launch. Bolton has also announced an upcoming Australian tour in June.
Both Audible.com.au 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.com.au and Emotive remade the Roxette classic ‘Listen To Your Heart’ into ‘Listen To Your Book’, also featuring Jordan Raskopoulos.
Tracey Markham, Audible Ltd. Spokesperson, says: “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 APAC, says: “We were shocked to discover so many Aussies would stretch the truth about the books they’ve read. From Sherlock Holmes to A 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 says: “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’ represents Audible.com.au’s fourth local campaign. In addition to Listen To Your Book, the brand also showcased how audio can help Grow Your Mind in late 2017 and previously partnered with The Equality Campaign to launch Listen To Love, an original audio series investigating equal love and voiced by local celebrities and everyday Australians.