Barnes & Noble's New Nook Ad

Bares & Noble has released its first TV ad in more than a decade to advertise its Nook eReader. (Click here for the full press release about the new Nook ad campaign, called “My Story”.)Some might think the above 30 second spot is vaguely depraved, focusing as it does on children running away from home and getting involved in a love triangle (albeit via books). Sort of an odd choice of narrative to sell a wholesome product, but advertising is all about shock, right? Does anyone else think this ad is odd? And don’t boys read too?