electronics

New Nook Heals 'No. 1' Bedroom Woe

Nook-Glowinglight-BBarnes & Noble positions itself as marriage savior in a new campaign for its latest e-reader innovation, the Nook Simple Touch with GlowLight, the first “E-Ink” reader that illuminates to accommodate reading in darkness. 

The new effort, which includes a television spot as well as online and print components, showcases how the product solves what the company calls “the number-one problem couples have in bed”: being prevented from falling asleep or having sleep interrupted when their partner reads in bed. 

The television commercial shows a montage of couples in bed, with one person reading and the other unable to fall asleep because of the reading light. Those partners are shown covering their eyes with a pillow, rolling over in frustration and turning off the light. “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?” asks a voiceover. The issue is solved when one partner turns on the Nook with GlowLight and the other partner turns off the reading lamp.

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“We know that for as long as there have been beds, and books, there’s been a common clash between couples at bedtime: Lights on, to read? Or off, to sleep?” said Glenn Kaplan, creative director at Barnes & Noble, in a statement. “Our new campaign sheds light on this age-old issue and celebrates its resolution.”

Print advertisements take aim at the leading e-reader with lines like: “Sorry, Kindle, you’re just not that good in bed.” The campaign was created by Mullen.

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