When was the last time you actively sought to set someone else aflame with the power of audio?

You do it unwittingly when you share a favourite song or podcast. Now Commercial Radio & Audio (CRA) and leading independent agency Thinkerbell have taken the idea one step further in a new Power of Audio advertising campaign where soundwaves are used to extinguish a flame.

The campaign expands on System1 research, developed in partnership with CRA, which identifies the key ingredients for effective audio creative: strong branding, memorability, emotional resonance, and entertaining execution. A specially designed audio score, set at the right ‘fire frequency’, has the power to literally put out a fire. Audio can move minds, emotions, and brands.

Adam Ferrier is the Founder & Chief Thinker at Thinkerbell. A behavioural psychologist he believes in ‘measured magic that is a bit scientific and a bit wonderful’. We were to have a chat via Teams but the technology failed us so instead I called him. I’m so glad that it worked out that way as the audio theatre of two souls vividly espousing our love for the medium makes me want to ask you again:

When was the last time you actively sought to set someone else aflame with the power of audio?

Adam said:

“By using a sub-bass frequency to extinguish a flame, we wanted to prove just how potent audio can be. Audio’s often treated like the side dish in campaigns, but when you isolate it and make it the hero, it becomes undeniable. This is proof that a good frequency can spark culture, shift mood, and even kill a flame. That’s power.” 

The concept of audio as a side dish resonated with me. Having just watched Masterchef I saw many examples where the hero of the meal wasn’t necessarily the main. You can be wowed by a audacious abalone entree, or a banging Bombe Alaska dessert, but people rarely rave about the dinner rolls.

Adam added:

“People feel most alive with a soundtrack behind their lives. It is the most emotionally powerful medium. We have to ask ourselves – are we holding the power of audio back? It is NOT a second cousin to other industries. 

Audio is versatile, as vibrant inside as outside, and cost effective too.  CRA have got their shit together as an industry body protecting and promoting the main brand that is audio.”

I almost felt like Adam added ‘nobody puts audio in the corner’ here, but I think I just got carried away.

The “Power of Audio” campaign was created in partnership with sonic specialists MassiveMusic and art collective Glue Society with the concept a living metaphor for the medium’s impact, literally and figuratively. It can both light a fire in you and actually put one out.

CRA CEO Lizzie Young said:

“Audio is uniquely positioned to influence behaviour – it connects emotionally, can adapt in real time, and reaches audiences in the moments that matter. The ‘Power of Audio’ sets a benchmark for what’s possible when you combine insight, creativity, and context with audio’s unmatched ability to engage at scale. It’s exactly what we encourage brands to do: harness the full potential of audio to work harder, cut through, and deliver growth.”

The actual audio frequency captured will be used across film, radio and social media. It’s also the first use of CRA’s new sonic brand identity, created by audio specialist David Konsky, and features dynamic creative capabilities across podcast and streaming platforms as well, produced by Original Audio.

This initiative builds on CRA’s broader positioning, Where Brands Are Heard, with the aim of growing investment in commercial radio and audio across metro and regional markets. And with CRA ‘having their shit together’, we too can assist in keeping this flame alive.

Watch the behind the scenes creation of the Power of Audio below.

Jen Seyderhelm is a writer, editor and podcaster for Radioinfo