As the biggest source of books and other educational toys, Barnes & Noble displayed its shopping experience before audiences via a smartly targeted advertisement. It featured the illustrious actor, Jack McBrayer of 30 Rock fame. The major theme of the campaign was “It All Happens at Barnes & Noble”.
Barnes & Noble Creative Director, Glenn Kaplan said, “It really does all happen at Barnes & Noble this holiday season. Our stores offer the very best gifts of the season for everyone in the family and this spot was created to highlight our stores as places of discovery, fun and easy holiday shopping. Jack McBrayer brings his usual charismatic personality to the campaign as he masterfully leads viewers through the store in a fun, lighthearted and enthusiastic way that will brighten everyone’s mood during the holiday season.”
Especially notable was the launch of company's lightest eReader yet, NOOK GlowLight, for this holiday season. This is the company’s featherweight eReader. It has classic design features, crystal-clear text as well as bright and shiny pages. Over 3 million eBooks are available on this device. And it comes at a nominal price of $119. The ad shows Barnes & Noble as a place for the entire family. Jack McBrayer goes through the store and finds all sorts of mementoes and gifts for his near and dear ones.
Barnes & Noble's advertising partner for this holiday campaign is Mullen. Tom Scharpling of Arts and Sciences is the director of the whole campaign. It is edited by JJ Lask at PS 260, with visual effects by Brickyard VFX.
Executive Creative Director at Mullen, Dave Weist said, “Barnes & Noble is a neighborhood institution. It’s a vibrant place where people can discover all sorts of things. Reading is certainly the cornerstone of Barnes & Noble but there are so many other discoveries to be made. This spot captures that essence and focuses on the notion of ‘just the right gifts for all the special people in your life.”
The holiday season is here. And the ideal gifts for one’s close relatives and friends can be bought with extreme convenience at Barnes & Noble. The store is portrayed in the commercial as a place of exciting shopping and instant discovery. McBrayer is seen adding all sorts of products to his shopping cart as he browses through the various sections of the store. A horror novel by Stephen King and a LEGO toy set are among the interesting items that are up for grabs. A lot of effort went in the creation of the ad campaign. Barnes & Noble wants to give the right image of its aisles as a family shopping experience par excellence. With the ad, this will be further ingrained in the public psyche.
Watch the Video of Barnes & Noble TV ad for these holidays.