Barnes & Noble introduced a major new campaign for the NOOK Simple Touch with GlowLight, the world’s first E Ink Reader with patent-pending lighting technology, and the only E Ink Reader made for bedtime reading. The “Read in Bed” spot will air nationally during NBC’s 30 Rock, Parks & Recreation and CBS’ Person of Interest. Print and online ads will run in major outlets including The New York Times Book Review, PEOPLE and on NPR. On 5/4, the ad became part of a YouTube homepage takeover.
The “Read in Bed” campaign highlights how Barnes & Noble’s GlowLight technology solves the number-one problem couples have in bed — having their sleep interrupted, or being prevented from falling asleep, when their partner reads with the light on. The multi-faceted campaign, via Mullen, includes a television commercial, print and online.
At the center of the campaign is a 30-second television commercial. The spot is shot in a cinematic style showcasing the magic readers feel when they immerse themselves in a book at night and beautifully illustrates the benefit that GlowLight brings to people who love to read in bed.
The commercial opens with a nighttime montage of couples in bed, with one partner reading and the other trying to sleep — unsuccessfully because of the intrusive reading light. The opening VO asks: “Do you read in bed? Do you need a lamp to see? Don’t you wish there was light that would not keep them up all night?” Sleepy partners are shown covering their eyes with a pillow, rolling over in frustration and finally turning off the light. And then magically the bedtime reading debate is resolved, as a woman reading in bed turns the NOOK GlowLight on and immerses herself in her book as her partner switches the bedside light off and falls blissfully asleep. The spot closes with a v/o: “Our newest NOOK now comes with Glow. Introducing NOOK SimpleTouch with GlowLight, the only eReader made for bedtime reading.”
A spirited series of print ads is also included in the campaign, with taglines that include “Amazing in bed” and a playful jab at a competitor: “Sorry, Kindle, you’re just not that good in bed.”