Audible debuts Adam Buxton podcast campaign

Fold7 has developed the launch campaign for Successpod, the new Audible podcast hosted by Adam Buxton, using humour to challenge the conventions of modern podcast culture and the pressures of staying relevant.

Created for Audible, the campaign promotes a podcast that explores Adam Buxton's concerns around ageing, success and relevance in an increasingly competitive media landscape.

Campaign satirises hustle culture

Fold7 based the campaign on audience scepticism towards the highly polished nature of modern podcasting and hustle culture, including exaggerated claims, elaborate production techniques and attention-grabbing marketing tactics.

The resulting concept, Hyperbuxton, features two films that mimic the style of aspirational podcast content before revealing the reality behind the scenes.

In the first film, Adam Buxton appears to be recording from a private jet, claiming podcasting has funded his lifestyle. The camera then pulls back to reveal a homemade set.

The second execution shows Adam Buxton speaking in front of what appears to be a tropical beach while describing himself as one of the world's most successful podcasters. A neighbour interrupts to reveal he is standing in front of a green screen in a local park beside a dog waste bin.

Both films conclude with the line: "Successpod, my desperate quest for relevance."

Collaboration shaped creative approach

Dave Billing, Executive Creative Director at Fold7: "I've long been a fan of Adam's, all the way from the Adam & Joe Show through to his hugely successful podcast. So, working with him was a bit of a treat, all the more so because this new podcast touches on a subject never far from the mind of any creative person over the age of forty: how do you stay relevant and at what price does success come?

"As you'd imagine, there was a lot of co-creation on this project as we needed to leave room for Adam's unique comedic brain to roam free."

The agency said the campaign was designed to reflect the tone of the podcast itself, combining self-awareness with comedy.

Campaign launches across multiple media channels

James Finn, Global Head of Brand & Content Marketing at Audible: "Adam Buxton's comedy works because it's honest about the thing nobody admits: the desperate quest to stay relevant. We didn't want a campaign that sat next to the show – we wanted one as funny, self-aware and absurd as Adam himself. Working with Fold7, that's exactly what we made: something authentically Adam."

The campaign launched across paid social media, YouTube pre-roll, digital out-of-home advertising and radio. Media planning and buying was handled by GoodStuff.

www.audible.com

www.fold7.com

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