oldies, but goodies

In the interest of preserving the environment–and, possibly, some peoples’ close relationships–Bleecker & Sullivan is steering New York holiday shoppers toward Argosy Book Store with a new ad.
The 30-second cable-TV spot, which broke locally this month on MSNBC, A&E and The History Channel, opens with images of discarded computers, bicycles, radios and TV sets. A woman’s voiceover says: “When you buy gifts this year, consider where they’ll end up in 20 years.”
The spot cuts to an autographed photo of a young Muhammad Ali, a historical tome about the New York Stock Exchange, and other rare books and prints that the store sells.
“Argosy Book Store,” the voiceover intones. “Gifts no one will throw away.”
The spot ends with the tag B&S created for last year’s holiday campaign: “All needles. No haystacks.”
Creative director Itzhak Beery said the local media spend is $75,000, for TV only. “Basically, we’re teasing the gift-givers,” he said of the strategy. “If you give a rare book or autograph, it increases in value.”
The spot runs through Christmas.
–Kathleen Sampe