Created by CHI & Partners, part of Waterstone’s new branding ‘Discovery’ the campaign was made to inform the wealth of books that can be discovered in Waterstones stores. The ads were seen on television over the Christmas period.
The adverts are film based, they are made to be light-hearted humour ads taking a spin on the first moon landing in 1969. With it being a spin from a previous decade there was a mixture of black and white shots to give off a sentimental feeling.
There wasn’t alot of press coverage for the initial adverts but there was an article on http://www.thebookseller.com that highlighted that Waterstone’s has good plans for the upcoming year building on the ‘Discovery Campaign”.
I think the USP was communicated slightly in the concept of the ad but was not overly focused upon.
http://www.chiandpartners.com/#/work/waterstones/campaign/discovery/