BOL.com, the online book retailer, is continuing with its ad theme
- people who are passionate about their pastime - in new TV advertising
to promote its recently launched music service.
The national TV campaign, which breaks on Monday, is the second stage of
the company’s initiative through M&C Saatchi since the agency won the
business six months ago.
Music has been on offer in the UK since November through BOL,
established by Bertlesmann, the German media giant, to challenge
Amazon’s domination of the online book sales market.
The new commercial sustains the idea developed in the first two films
for BOL.com in which a man shot by a bank robber is saved by the copy of
Ulysses in his breast pocket and in which a prisoner is outraged at
being unable to read the book given to him by a visitor because it has
been hollowed out and filled with escape tools.
In the third film, the action switches to an international conference
where the Russian representative is making a passionate speech while
other delegates listen to a translation on their headphones.
The German delegate appears animated by the speech. But it quickly
becomes evident that he is listening not to the Russian but to rock
music. A voiceover says: ’Love music? Buy online at BOL.com.’
The commercial was written by Mark Goodwin, art directed by Tiger Savage
and directed by John Hollis for 400 Films.
The TV campaign - part of a reported pounds 6 million annual spend -
will be backed by press and radio advertising as well as by direct
BOL, whose declared aim is market leadership of online book sales,
sparked an investigation by the Advertising Standards Authority last
year when more than 200 people complained about a poster campaign
featuring a couple more interested in reading their books than having