Audiobooks have transformed reading and reopened a world of novels, fiction and non-fiction. Once an occasional freedom for parents from reading storybooks to children, now they’re an anytime freedom for all whatever else they’re doing (including if that’s nothing).

And while Audible is promoting the thrill of tapping into your imagination while you’re doing that something else, Spotify is promoting its audiobooks with another lure, Read Like You Listen. It’s equating the thrill of listening to an audiobook to the relatable thrill of finding or listening to a great playlist or album, and using classic Spotify advertising style to entrench the connection.

The campaign, created in-house, also highlights how audiobooks on Spotify fit into day-to-day life, whether you’re on your commute, working out, catching a flight, or unwinding at the beach (which Audible does also).

Each of the spots aims to generate a buzz around a popular book titles, such as Tina Knowles’ Matriarch, Cixin Liu’s The Three-Body Problem and Taylor Jenkins Reid’s Atmosphere by pairing them with the excitement around summer’s top hits. A long-form hero video will run across connected TV in the US and Canada. Six short-form videos will air in in the Us, Canada, UK and Germany, across online video, paid social, and digital out-of-home.

Spotify has also created a hub of audiobook playlists, which include titles featured in last year’s Spotify Wrapped top audiobooks list plus new releases.