New B&N TV Spots Air

With an eye on Internet bookseller Amazon.com, Weiss, Whitten, Stagliano’s first work for Barnes & Noble focuses on the client’s Web site, BarnesandNoble.com.
The first of two TV spots begins with a bang and a shot of Earth surrounded by asteroids. As the planet recedes into the distance, white letters unscramble to spell: “BarnesandNoble.com.”
The 15-second spot, which broke nationally on PBS’ Charlie Rose show last week, is accompanied by string music and a male voice that proclaims: “Anywhere, anytime, any book BarnesandNoble.com–where the world shops for books.” Aside from those words, the ad carries no tagline.
A second spot breaks this week. It has the same voiceover but a different visual. The spots, the sparse nature of which is required by PBS, will run at the beginning and end of the hour-long show through March 1999. A print ad will appear in The New Yorker.
“We are going after book buyers who are either already online or about to go online,” said shop president Adam Stagliano.
Barnes & Noble is launched its site in May 1997, years after its larger rival, Amazon, captured the online category.
Weiss, Whitten is developing TV and print ads focusing on the client’s overall corporate image to break this spring, Stagliano said. That work will also be seen in a wider array of media.
Weiss, Whitten won the estimated $20 million account last summer after a review. New York incumbent Farago + Partners had used images of famous authors, such as those who appear on the chain’s bags, in its ads.