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Audible Asks: Who Swiped My Steak Sandwich?
'True Petty Crimes' With Ayamé
When you weren’t looking, some rude jerk took a big bite out of your lunch.
That’s not exactly the crime of the century.
But it’s your sandwich. A STEAK sandwich!
How would you feel?
“Hangry is an understatement. I have been wronged,” moans social-media star Ayamé, after discovering the sorry state of her meal in a cute clip for audiobook and podcast provider Audible.
Luckily, she’s a fan of the service’s True Crime content. So she knows just what to do.
“I’m going to get forensics. I’m going to get a detective. Everyone’s on the case!”
“This campaign has enabled us to push the boundaries of traditional true crime storytelling, blending suspense with a touch of humor,” says Clare O’Hanlon, head of social at London agency Recipe.
The goal is to “engage Ayamé’s established audience on a deeper level and leverage her involvement to reach new ones, bringing Audible’s True Crime category to life in an unexpected way,” she says. “It’s a thrilling reminder that everyday moments can inspire captivating storytelling and the smallest crimes can inspire the imagination and make for an unforgettable story.”
Thrilling? That’s a bit much. It is, however, an appealing approach that amusingly amplifies the brand’s entertainment value.
Ayamé nails the lead role. The sharp humor satisfies, just like savory sirloin with a dash of chimichurri.
Though some may find the whodunnit reveal … hard to swallow:
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