Barnes & Noble’s Nook Becomes a TV Star

Christopher Durham Apr 23, 2012 0

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

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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