People are curious about pandemics right now. In the news there’s information, propaganda and misinformation about the current pandemic. But what about novels? What about pandemics seen through the eyes of famous novelists? People are also reading more novels while other activities are out of bounds.
Daunt, the independent bookshop chain, has launched a new radio campaign to promote its online service while lockdowns ease slowly. The campaign, created by AMV BBDO, features extracts from literary works by Albert Camus and Daniel Defoe that highlight the uncanny similarities to the current pandemic.
The first radio ad in the series features an abridged extract from the 1947 novel, The Plague, by Albert Camus. It reads, “The plague become the affair of us all -and one of the most remarkable consequences was a sudden separation of people who were not prepared for it. Mothers, children, lovers – found themselves abruptly divided, prevented from meeting. And while some adapted to being shut in, for others, their sole idea from then on – was escape.”
The second spot features an extract from Daniel Defoe’s 1722 novel, A Journal of the Plague Year.
The ads end with the line, Find out how our unprecedented times are not so unprecedented.
Brett Wolstencroft, the co-founder of Daunt Books, stated “The relevance of these two books has been much discussed, and we think this is a timely idea.”
Tim Riley, creative partner at AMV BBDO, added: “We hope the campaign reminds people that one thing never changes – the power of a good book.”
The campaign is running for two weeks.
Agency: AMV BBDO
Creative Directors: Toby Allen & Jim Hilson
Copywriters: Tim Riley, Albert Camus & Daniel Defoe
Producer: Yvonne Clayton
Engineer: Ed Downham @ Wave Studios
Music: Audio Network
Account Director: Jessica Harvey
Client: Daunt Books
Managing Director: Brett Wolstencroft
Media: Lauren Port & Joe Box @ PHD