Copy: A book will never let you down
From a straight advertising perspective, I like this work - it's simple and well executed. But the strategy seems way off. It's as if BooksPlus is trying to fight the digital revolution and the fact that eBooks, electronic paper, and digital Books are on their way in. That would be like the recording studios trying to convince you to by their CDs instead of downloading their music in digital format. Oh, wait, that's what they did that - and it didn't work. BooksPlus isn't in the paper bound book business, they are selling content in word format. It shouldn't matter how people consume a book's content, just as long as they do. Asking people to ignore a fundamental shift in a particular medium will never work. Business should change with the medium. There will always be people who read paper books but not because it "never let's them down."