The TV ad, "the riddle", airs for the first time today (11 October) and is part of the six-week campaign created by Quiet Storm on behalf of the publisher, which launched in late September to coincide with the Daily Mirror’s redesign.
The campaign has been planned and bought by Carat and the TV ad will be supported by press ads and activity on social media.
From tomorrow (12 October) readers will be able to collect tokens from the Daily and Sunday Mirror and exchange them for books by authors such as John le Carre, Zadie Smith, Marina Lewycka and Nick Hornby.
The Penguin promotion is part of the Mirror’s attempt to establish itself as the intelligent tabloid. Marketing activity will continue until late November.
Zoe Harris, the group marketing director at Trinity Mirror, said: "This ad, which fits perfectly with the Mirror's brand positioning, is a lovely animation that playfully captures the magic and joy of reading."
Martin Jeyes wrote the ad, Elaina Jumper art directed it, Kate Pirouet produced it and the animation was by Nomint.
Trevor Robinson, the founder and executive creative director, Quiet Storm, said: "We’re really excited to be doing another project for the Mirror. It’s testament to the strength of the #Madeuthink idea that it lends itself so easily to promotions as well as being a multi-platform brand campaign."