Australian actress and comedian Rebel Wilson leads as Australia’s “Minister for Words” with a mission to “make words great again”.

Audible has found that 80% of Australians feel their conversations are becoming more negative as a result of listening to dishonest politicians, depressing news and uninspiring leaders.

The campaign takes a humorous eye opening spin on this research by highlighting the effects of everyday Australians’ conversations. The short video shows multiple scenarios of Australians frustrated from overhearing others blabber away in meaningless conversations, using modern day slang like “OMG” and “YOLO”.

Rebel Wilson – the Minister for Words, steps in as the political public hero by providing those suffering from dull conversations with a set of headphones to listen to an audiobook, solving their problems at hand.

The overarching message of the campaign is that uninspiring words can bring negativity but with Audible’s audiobooks we can all feel inspired again. #MakeWordsGreatAgain

Audible has had great success with this campaign and has released a 90s extended version of the ad. The branded content can be seen on multiple channels across TV, cinema, digital, social media and influencer channels.

Audible has a Facebook following of 5.3 million and their Facebook video post has received 69 comments, 152 shares, 2.1 million views, and over 1000 reactions.