Barnes & Noble Announces New Holiday Ad Campaign

Press Release

Nobody Knows Books Like We Doto Begin Airing November 9 in Cinema and Week of November 12 on Cable Television

New York, NY – November 7, 2018 – Barnes & Noble, Inc. (NYSE: BKS), the world’s largest retail bookseller, today announced “Nobody Knows Books Like We Do,” a major national advertising campaign that will begin airing November 9 in cinema and the week of November 12 on cable television, and run through January 13. Produced by Havas New York, the campaign takes a storytelling approach to reach customers this 2018 holiday season, with a message highlighting the range of incredible discoveries awaiting them inside every Barnes & Noble store.

The “Nobody Knows Books Like We Do” campaign features a 30-second “Anthem” commercial that showcases how the books, stories and gifts that can be discovered at Barnes & Noble help shape the lives and imaginations of people across the country. The campaign also includes a collection of 15-second spots that celebrate the Company’s remarkable 23,000 booksellers who make shopping at Barnes & Noble a one-of-a-kind experience.

“Our bookstores are cherished community centers where people go to aspire to learn more about the world around them and discover something new,” said Tim Mantel, Chief Merchandising Officer at Barnes & Noble. “This campaign brings that experience to life, while also highlighting our booksellers, the people who make visiting a Barnes & Noble store so special.”

“Some of the most impactful changes in our lives have been because of books,” said Harry Bernstein, Chief Creative Officer of Havas New York. “To be able to amplify the story of Barnes & Noble and the experience their books and booksellers have been creating for decades is not only a privilege but a service as we look to inspire others to pick up books and discover new meaning in their own lives.”

The “Anthem” and “Spells” 30-second commercials and the “Bookseller series of 15-second commercials were directed by Matt Smukler with Community Films.

The 30-second commercials will start airing November 9 in Regal and AMC theaters in fourteen major media markets including Boston, New York, San Diego, St. Louis and more. They will appear during showings of the movies Fantastic Beasts: The Crimes of Grindelwald, Robin Hood, Spider-Man: Into the Spider-Verse and Mary Poppins Returns.

Beginning the week of Monday, November 12, the “Anthem” and “Spells” 30-second commercials and the “Bookseller series of 15-second commercials will begin airing nationally on cable across major networks including CNN, TLC, HGTV, Bravo and more, and also in syndication during top-rated shows like Access Hollywood, Dateline, Extra, Jeopardy, Inside Edition, and more. The “Bookseller commercials will also run on streaming services such as Hulu and YouTube.

The 30-second “Anthem” and “Spells” commercials, and the 15-second “Bookseller” commercials, will be available across Barnes & Noble’s digital channels starting today, including YouTube. The media strategy, developed by Havas Media, is designed to ensure Barnes & Noble is top of mind across platforms that reflect the modern ways in which the brand’s audience consumes media. The campaign will run in programming across Discovery’s portfolio, streaming services including Hulu and YouTube, digital audio platforms like Pandora, co-viewing placements in cinema, social media, and localized digital out-of-home screens.

Customers are encouraged to post about Barnes & Noble’s “Nobody Knows Books Like We Do” campaign using the hashtag, #BNTheKnow.

Barnes & Noble stores nationwide are ready for an exciting holiday season and are stocked with a full selection of books, toys & games, gifts, and more throughout the store. For more information and to find the perfect gift this holiday season, customers can visit their local Barnes & Noble store or go online at  

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About Barnes & Noble

Barnes & Noble, Inc. (NYSE: BKS) is the world’s largest retail bookseller, and a leading retailer of content, digital media and educational products.  The Company operates 629 Barnes & Noble bookstores in 50 states, and one of the Web’s premier e-commerce sites, (  The Nook Digital business offers a lineup of popular NOOK® tablets and eReaders and an expansive collection of digital reading and entertainment content through the NOOK Store®. The NOOK Store ( features digital books, periodicals and comics, and offers the ability to enjoy content across a wide array of popular devices through Free NOOK Reading Apps available for Android, iOS® and Windows®.

General information on Barnes & Noble, Inc. can be obtained by visiting the Company's corporate website at

Barnes & Noble®, Barnes & Noble Booksellers® and Barnes &® are trademarks of Barnes & Noble, Inc. or its affiliates. NOOK® and the NOOK logos are trademarks of Nook Digital, LLC or its affiliates.

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