Barnes & Noble Greets Readers with Singing Christmas Card

The brand has unveiled an ad push featuring Tony Bennett and Lady Gaga themed You Never Know Who You’ll Meet at Barnes & Noble

Globally-positioned book retailer, Barnes & Noble, has unveiled a major national advertising push featuring Tony Bennett and Lady Gaga. Running on the theme, You Never Know Who You’ll Meet at Barnes & Noble, the campaign was developed by Roberts + Langer DDB to capture the spirit of the holiday season.

Embodying a unique synergy, the artistes recently completed a sold-out world tour in support of their collaborative album, Cheek To Cheek, which premiered at top spot on Billboard’s Top 200 Album charts and won a Grammy Award. Furthermore, both stars are avid readers and customers of Barnes & Noble.

“Tony Bennett and Lady Gaga are two of the most iconic artists in the world today and we’re thrilled to bring some of their magic to Barnes & Noble customers,” said Glenn Kaplan, Vice President & Creative Director at Barnes & Noble. The spot was directed by Grammy award-winning Jonas Akerlund.

Lady Gaga and the Swedish director have collaborated on previous projects, making him a perfect choice to bring the story to life. The 30- and 60-second commercials are scheduled to begin airing on 16 November 2015 across major networks namely ABC, NBC Universal, and CBS.

Barnes & Noble announces holiday ad campaign featuring Tony Bennett and Lady Gaga.
Barnes & Noble announces holiday ad campaign featuring Tony Bennett and Lady Gaga.

The said spot are slated to during top-rated network shows such as ScandalThe Voice, and How to Get Away With Murder. Additionally, the 60-second version will be available on Barnes & Noble’s digital channels including YouTube, beginning 13 November 2015.

Barnes & Noble stores nationwide are ready for the season and are stocked with a vast selection of books, adult colouring books, toys and games, technology, vinyl music, gift items, and more. For engage with the brand, customers can visit a store or go online.

“This campaign is like a holiday card from Barnes & Noble to all of its customers. We hope that this little gift of a performance by these two incredibly talented artists will put a smile on people’s faces,” said Amy Sacks, Co-creative Director at Roberts + Langer DDB.