Barnes & Noble Unveils Holiday Ad Campaign Focused on Its In-Store Shopping
Experience and Critically Acclaimed New NOOK GlowLight™
“It All Happens at Barnes & Noble” Campaign Features Actor Jack McBrayer and
Spotlights Barnes & Noble’s Broad Selection of Holiday Gifts for Everyone in
NEW YORK -- November 11, 2013
Barnes & Noble, Inc. (NYSE: BKS), one of the nation’s largest booksellers and
the leading retailer of content, digital media and educational products, today
introduced “It All Happens at Barnes & Noble” – a major television advertising
campaign that highlights Barnes & Noble as a premier shopping destination for
the gifts that top everyone’s lists this holiday season, with a broad
selection that offers something for everyone in the family. The campaign also
introduces the new NOOK GlowLight, Barnes & Noble’s lightest eReader yet with
a fresh, contemporary design, sharper text, perfectly lit pages and instant
access to a massive selection of more than 3 million titles available at the
low price of $119.
The “It All Happens at Barnes & Noble” campaign offers a fresh look at Barnes
& Noble as a place of discovery for everyone in the family, highlighting the
bookseller’s breadth of product offering including the season’s biggest and
best books, the leading selection of educational toys and games, award-winning
NOOK^® products and more. The Barnes & Noble campaign features actor Jack
McBrayer (30 Rock, Wreck-It Ralph, Talladega Nights, Forgetting Sarah
Marshall) as a holiday shopper, who with his characteristic enthusiasm and
charm, guides viewers through the store as he shops and finds the perfect
gifts, even for the more discerning loved ones on his list.
“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,” said Glenn Kaplan, Creative Director at Barnes & Noble.
“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
The TV advertising opens with a wide shot at one of Barnes & Noble’s nearly
700 stores nationwide where viewers are welcomed to the store by McBrayer
standing in front of a bustling NOOK Boutique^™. Customers are shown in the
background experiencing the always-free in-store support from friendly and
expert booksellers. The spot continues to follow McBrayer on his journey
through the store from books to NOOKs and from toys and games to gift cards.
McBrayer browses the new arrivals and bestsellers and chooses the
frighteningly good new Stephen King novel, Doctor Sleep. He stops by the NOOK
Boutique and previews Barnes & Noble’s award-winning line of eReaders and
tablets before choosing a NOOK^® HD tablet for his ‘cousin Donny,’ at an
unbeatable low price. Later, McBrayer is shown enjoying the perfectly lit
pages of the brand new NOOK GlowLight, which is ideal for reading in bed, and
he selects this as a gift for his Uncle Ricky, the late night bookworm. The
campaign also highlights Barnes & Noble’s leading selection of Educational
Toys & Games as McBrayer picks up “toys for the nephews” in front of a LEGO^®
display, as well as Barnes & Noble Gift Cards as the perfect gift for ‘Grandpa
Olson’ who is “very particular.” The closing scene shows McBrayer, all of his
holiday shopping in tow, leaving the store to the tagline “It All Happens at
Barnes & Noble.”
The campaign was developed by Barnes & Noble with advertising partner Mullen
and directed by Tom Scharpling of Arts and Sciences, edited by JJ Lask at PS
260, with visual effects by Brickyard VFX.
“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.” said Dave Weist, Executive Creative
Director at Mullen.
The Television spot can be viewed at www.youtube.com/NOOK and is scheduled to
air across all major networks (ABC, NBC Universal, CBS, and Fox) plus cable
networks (e.g. Food Network, HGTV, Bravo) during the top-rated network shows
including “The Voice”, NCIS,”2 Broke Girls” & “Two and a Half Men”. From a
digital perspective, “It All Happens at Barnes & Noble” will be distributed
through online video.
Barnes & Noble stores are places of discovery, with a huge selection of
bestselling and classic books for kids and adults, an unmatched selection of
top magazines and periodicals in the newsstand and a vast selection of gifts,
toy & games, NOOK digital products and more to be experienced throughout the
store. Customers can get expert recommendations from experienced and
knowledgeable booksellers, or curl up with a book and enjoy a holiday beverage
from the Barnes & Noble Café. No other store offers such a broad array of
products to discover and experience in a welcoming and open environment for
everyone in the family. For more information and to find the perfect gift,
visit your local Barnes & Noble store or go online at BN.com.
About Barnes & Noble, Inc.
Barnes & Noble, Inc. (NYSE:BKS) is a Fortune 500 company and the leading
retailer of content, digital media and educational products. The company
operates 674 Barnes & Noble bookstores in 50 states, and one of the Web’s
largest e-commerce sites, BN.com (www.bn.com). Its NOOK Media LLC subsidiary
is a leader in the emerging digital reading and digital education markets. The
NOOK digital business offers award-winning NOOK® products and an expansive
collection of digital reading and entertainment content through the NOOK
Store® (www.nook.com), while Barnes & Noble College Booksellers, LLC operates
692 bookstores serving over 4.6 million students and faculty members at
colleges and universities across the United States. Barnes & Noble is proud to
be named a J.D. Power and Associates 2012 Customer Service Champion and is
only one of 50 U.S. companies so named. Barnes & Noble.com is ranked the
number one online retailer in customer satisfaction in the book, music and
video category and a Top 10 online retailer overall in customer satisfaction
according to ForeSee E-Retail Satisfaction Index (Spring Top 100 Edition).
General information on Barnes & Noble, Inc. can be obtained via the Internet
by visiting the company's corporate website: www.barnesandnobleinc.com.
NOOK^®, NOOK Store^®, NOOK Video^™, and NOOK Video Apps^™ are trademarks of
Barnes & Noble, Inc. Other trademarks referenced in this release are the
property of their respective owners.
Follow Barnes & Noble on Twitter (www.bn.com/twitter), Facebook
(www.facebook.com/barnesandnoble) and YouTube
About NOOK Media LLC
NOOK reading and entertainment products make it easy to Read What You Love,
Anywhere You Like^™ with a fun, easy-to-use and immersive digital reading
experience. With NOOK, customers gain access to the expansive NOOK Store^® of
more than 3 million (US) and 2.5 million (UK) digital books, plus periodicals,
comics, apps, movies and TV shows, and the ability to enjoy content across a
wide array of popular devices through Free NOOK Reading Apps^™ and NOOK Video
Apps^™, available at www.nook.com/freenookapps. NOOK owners receive Always
Free NOOK Support in any of Barnes & Noble’s nearly 700 bookstores. Find NOOK
devices in Barnes & Noble stores and online at www.nook.com, as well as
leading retailers including Best Buy, Walmart, Target and many others. NOOK
products are available in the United Kingdom at leading retailers; NOOK
content can be purchased at www.nook.co.uk.
For more information on NOOK, follow us on www.twitter.com/nookBN or
www.twitter.com/nook_UK and www.facebook.com/nook or www.facebook.com/nookGB.
Barnes & Noble, Inc.
Mary Ellen Keating
Barnes & Noble, Inc.
Carolyn J. Brown
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