Foyles has unveiled its latest Christmas campaign this week (3rd November) targeting “book givers” and “celebrating thoughtfulness”. The campaign was rolled out across the chain’s bookshops and website and will be supported by 16-sheet and four-sheet adverts on the London Underground from 1st December.
The adverts draw on last year’s message, “it’s the thought that counts”, but with “the” crossed out, stressing that books require more cognitive investment than other presents. It also celebrates “the true value of books as presents”, a Foyles spokesperson said.
The campaign was created by Larry Seftel, creative director of advertising agency Wieden+Kennedy. He said: “If you’ve ever noticed a very slight blankness on someone’s face when they guess their Christmas gift is a book, you’ll understand the inspiration behind this campaign. Books require a little more thought, both in the giving and the getting, and this campaign is a celebration of that thoughtfulness. “
Foyles c.e.o. Sam Husain added: “Books are, by their nature, very thoughtful gifts. This campaign reflects how, when you give someone a book, you’re giving them something to enjoy over time.”
The adverts also picture books picked out by Foyles booksellers as recommended gift titles.