{"id":70523,"date":"2013-06-07T16:54:06","date_gmt":"2013-06-07T16:54:06","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-waterstones\/"},"modified":"2013-06-07T16:54:06","modified_gmt":"2013-06-07T16:54:06","slug":"ad-of-the-week-waterstones","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-waterstones\/","title":{"rendered":"Ad of the week – Waterstones"},"content":{"rendered":"

 
\nSurrounded by a constant blur of images and multimedia effects, it\u2019s refreshing to see top contemporary adverts that still rely on words. We\u2019ve been admiring the ads from one of Britain\u2019s leading booksellers for some time now, and not only do Waterstones<\/a> share our passion for the written word \u2013 they\u2019re pretty good at using it for themselves.
\nThe most recent ad to catch our eye is deceptively simple, but packed with meaning.
\n\u2018Words cannot do justice to the pleasures of a good bookshop. Ironically.\u2019
\nThough we\u2019d beg to differ (and we\u2019d give it our best shot, should Waterstones be in need of copywriters), the ad  is humorous enough to raise a smile, whether seen at a blustery tube station or just at home. The irony of using a plain background and focusing on words is not lost on the Waterstones audience, but the poignant message \u2013 that corporeal books in a physical shop are still important – comes through strongly.    
\nAs publishers and booksellers become increasingly digital, Waterstones mounts a firm defence of the traditional paperback in its natural home, again by using crisp copy that resonates. Standing up to the e-reader revolution, the use of an eye design is a clever touch as is the smaller, more \u2018inferior\u2019 buffering symbol, which doubles as a subtle full stop.
\nWaterstones hasn\u2019t idly watched the changes to the industry go by. The company stocks e-readers in its bookshops, and has a strong online presence. But by implementing an advertising campaign that uses clever wordplay to defend bookshops, Waterstones reaffirms that whether you\u2019re selling face-to-face, or in the digital world, words come first.
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

  Surrounded by a constant blur of images and multimedia effects, it\u2019s refreshing to see top contemporary adverts that still rely on words. 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