Pan Macmillan is launching its first online Christmas TV advertising campaign with the message “there is no better gift to give than a book”.
The 30 second advert, available on YouTube, was created by Pan Macmillan’s creative producer Leena Normington and features “key” Christmas titles wrapped-up as presents.
A narrator speaks phrases adapted from "Twas the Night Before Christmas", such as saying “Happy Christmas for all and to all a good book” as the presents “come alive” and unwrap themselves to reveal highlighted titles from the Pan Macmillan range, while classic Pan Macmillan titles look on from the shelves.
The online campaign runs alongside a National Rail poster and social media campaign featuring Pan Macmillan’s key Christmas 2015 titles. Both hope to “lead customers to find the ultimate Christmas present” at www.books-actually.com - Pan Macmillan's direct to consumer website.
Highlighted titles are: The Lake House by Kate Morton; Aussie Grit by Mark Webber; Unscripted by Alan Sugar; Absolute Pandemonium by Brian Blessed; Men and Cats by Marie-Eva Gatuingt; The Wit and Wisdom of Gogglebox – the official Channel 4 tie-in; Alice’s Adventures in Wonderland by Lewis Carroll; The World of Poldark by Emma Marriott; What the Ladybird Heard Next by Julia Donaldson and Lydia Monks; and Moone Boy 2: The Fish Detective by Chris O’Dowd and Nick V Murphy.
Sara Lloyd, communications and digital director at Pan Macmillan said: “Our Christmas online TV ad is designed to delight and inspire readers in the run up to Christmas, and represents how video works as an integrated element of our Christmas campaign, which runs across physical outdoor, social and online networks.”
Normington added: ‘‘I wanted to recreate that sneaking suspicion we all have that books, like toys, might just have a Christmas of their own without us.”