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Photo: Gandalf, Sherlock Holmes & Don Quixote Keep You Company While You Sleep
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Gandalf in Steimatzky bookstore ad

The large Israel bookstore chain Steimatzky Books have launched a brilliant ad campaign to promote their stores that features readers sleeping in bed beside popular literary characters, like Sir Arthur Conan Doyle’s super sleuth Sherlock Holmes, the wizard Gandalf from J.R.R Tolkien’s Lord Of The Rings trilogy, and Cervantes’ Don Quixote.

Steimatzky teamed up with the Israeli advertising agency ACW Grey Tel-Aviv to create the ads, which all carry the slogan “The right book will always keep you company.” In the ads, the regular people are seen sleeping in a very IKEA bedroom-like setting with copies of the books that the characters appear in, while those characters lie sleeping beside them.

The Gandalf photo ad is here above, and you can watch its TV commercial here below. There’s also a few of the other ads here below.

I noticed that they put what looks to be Gandalf the White in the ad with the book Fellowship of the Ring, but Gandalf is still the Grey in that first novel of the Lord Of The Rings trilogy. Also, he no longer wears his pointy hat, which was grey, not white. But, I can see why they’d change it up to put him all in white, since his grey attire is quite hobo-esque and the white is much more aesthetically pleasing; plus, Fellowship is the most popular book of the lot. I do think these ads are awesome and I hope they do the job in getting people more interested in reading and frequenting bookstores. Unfortunately, we don’t have many brick-and-mortar bookstores left here in the United States anymore, but if we did, I’d love to see ads like this for them.

Visit Huffington Post to see other ads featuring Stalin, The Monk Who Sold His Ferrari, and Pippi Longstocking, as well as video ads for some of these.


Don Quixote
Don Quixote in Steimatzky bookstore ad

Sherlock Holmes
Sherlock Holmes in Steimatzky bookstore ad


The Lord of the Rings:

[Source: Ads of the World via Buzzfeed]

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