Barnes & Noble’s Nook Becomes a TV Star

New York City based bookstore Barnes & Noble’s has introduced a new campaign from advertising agency Mullen (who is also responsible for this weeks Food Lion commercials) highlighting the e-reader brand by pairing the tagline “What’s your Nook?” with a series of simple 15-second segments that illustrate many worlds in which the tablet can help you immerse yourself—traveling, inventing, cooking, etc.

According to an article in Adweek:

The common visual thread is an overhead view of a tabletop where a Nook has left a rectangle outline in the middle of scattered topical objects—arts and crafts beads, for example—where the Nook’s owner has placed it for reference, at the center of a pet project. The camera takes a quick pan right for a pseudo product demo (the screen images are simulated) while a voice reads copy supporting the subject matter. In the case of the aspiring artist, for example: “Be inspired. Take a break. Have some fun. Learn and make. What’s your Nook?”

 



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.