Gandhi Bookstores 'Weapons' by Y&R Mexico

A TV campaign pits books against police

Gandhi Bookstores, the largest chain of its kind in Mexico, has released a TV campaign pitting rioters armed with books against police.

Y&R Mexico created the ad, in which rioters armed with books clash with police. Gandhi has a reputation in Mexico for powerful advertising, but the new campaign represents a change of tack, from "keep reading" to "the power of reading." A second ad, called "evolution," will air at the same time and shows how reading one book can lead to another, and features a host of strange characters. The work will run on cable TV in Mexico, starting this week. It's tough to imagine Waterstones doing anything this creative with its advertising.

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