Lady Gaga & Tony Bennett Duet in This Barnes & Noble Festive Spot
Created by Roberts + Langer DDB, book retailer Barnes & Noble has launched its holiday ad campaign. “You Never Know Who You’ll Meet at Barnes & Noble” brings together two internationally renowned musicians, Tony Bennett and Lady Gaga, whose special relationship perfectly captures the spirit of the holiday season.
Barnes & Noble Chairman, Leonard Riggio, penned the tagline, “You Never Know Who You’ll Meet at Barnes & Noble,” and chose the artists, who have recently completed a sold out world tour in support of their collaborative album, Cheek To Cheek, which debuted at #1 on Billboard’s Top 200 Album charts and won a Grammy Award.
The 30-second and 60-second spots started airing on November 16, across major networks including ABC, NBC Universal and CBS during top-rated network shows like Scandal, The Voice and How to Get Away With Murder. Additionally, the 60-second version is available on Barnes & Noble’s digital channels.
The spot was directed by Grammy award-winning Swedish director Jonas Akerlund. Jonas and Lady Gaga have collaborated on previous projects, making him a perfect choice to bring this story to life.
The new campaign also marks the continuation of the relationship between Roberts + Langer DDB and Barnes & Noble following last year’s successful “A Book is a Gift Like No Other” holiday commercial.
Brand: Barnes & Noble
Chief Creative Officer: Andy Langer
Account Director: Torrey Plank
Group Creative Director: Lynn Mercado, Amy Sacks
Creative Agency: Roberts + Langer DDB
Director: Jonas Akerlund
Category: Retail and restaurants , Retail stores