M&C unveils ’passionate’ ads for BOL.com music site

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.

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

mail.



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

sex.



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