Love is in the air. The obsession for romance and soft porn for women has been given a boost, in part by the need for escapism in a world that’s unhappy and hateful, aided by the power of social media to influence.
Audible and Fold7 has turned the brand’s audience’s attention to its romance portfolio with an absolutely epic love story told by SMUGGLER director, Adam Berg, with OOH shot by Charlotte Rutherford, known for her ethereal and dream-like visual style. The hero commercial’s massive set build includes a 16ft rotating plinth, giant trampolines and stunt performers on wires performing aerial gymnastics to underline the richness of the imagined worlds that the genre gives to Audible’s listeners.
The global campaign began a staggered rollout on August 4, gradually expanding across the US, UK, Australia, Brazil, Canada, France, Germany, Italy, India, and Spain, across TV, outdoor, print, digital, social, and radio.
Meanwhile Neutrogena has tapped into the the viral appeal of #steamybooktok, a TikTok subculture with over 4.7 billion views, creating a steamy collab with confidence influencer, Serena Kerrigan, creator of card games, Let’s F*cking Date and Let’s F*cking Go, and known as the queen of confidence on Instagram and TikTok to more than a million followers.
Kerrigan has launched two free steamy short stories, The Glow Up and No Pants. No Problem, for Neutrogena’s Bank Your Glow series on story platform Wattpad. One was inspired by her personal dating life and the other created with a “fantasy” she had in mind. Both oddly, and awkwardly perhaps, promote he brand’s new Collagen Bank 15% Vitamin C Serum.
