Borders Appears on TV, Movie, Computer Screens

ATLANTA After a six-year absence, Borders Books & Music is returning to television advertising with a new spot from Crispin Porter + Bogusky, the agency said.

The MDC Partners shop in Miami produced a 60-second spot that began airing this month on cable television networks. The agency also crafted a 90-second spot that is airing in movie theaters.

It’s the second holiday season campaign the shop has created for Borders since it won the $15 million account following a review last year. CP+B received an Athena Award from the Newspaper Association of America for part of that campaign that included inserting an actual sheet of wrapping paper into newspapers that could be used to gift wrap a book.

The new campaign includes an Internet component,, that helps shoppers choose the right present. Shoppers input information about the gift recipient, and the Web site recommends appropriate books and music.

The TV ad and movie trailer were directed by Jim Sheridan, a two-time Academy Award nominee for his movies In America and My Left Foot.