Barnes & Noble has launched a new advertising campaign, “You Never Know Who You’ll Meet at Barnes & Noble”, featuring singers Lady Gaga and Tony Bennett. Gaga and Bennett enter one of the company’s brick-and-mortar locations separately, and belt out their jazziest rendition of “Baby, It’s Cold Outside.” At the end, they coincidentally find each other in the store as a voiceover says, “You’ll never know who you’ll meet at Barnes & Noble.”
Amy Sacks, Co-creative Director at Roberts + Langer DDB, added: “This campaign is like a holiday card from Barnes & Noble to all of its customers. We hope that this little gift of a performance by these two incredibly talented artists will put a smile on people’s faces. We believe that the true warmth and the connection that Mr. Bennett and Lady Gaga share will be something viewers can feel.”
The You’ll never know who you’ll meet campaign was developed in-house by Barnes & Noble chairman Leonard Reggio, creative director Glenn Kaplan, and produced at Roberts + Langer DDB by group creative director Amy Sacks. The campaign marks the continuation of the relationship between Roberts + Langer DDB and Barnes & Noble following last year’s “A Book Is a Gift Like No Other” holiday commercial.
Filming was shot by director Jonas Akerlund.