The latest Barnes and Noble ad campaign for the new Nook Simple Touch with Glowlite speaks to that special, intimate relationship in our lives. No, not the one between us and our human loved ones. Rather, the almost romantic and at the very least physical attachment we have with our gadgets.
"Sorry, Kindle, you're just not that good in bed," reads the print ad (set to debut this weekend in The New York Times Book Review, according to Mashable's Lauren Indvik), which is accompanied by a TV spot all about getting in bed with the e-reader. As we spend more intimate time—in more intimate places—with our electronic things, we have started looking to them for a more intimate type of comfort. Our devices have become like surrogate lovers.
Even before e-readers, reading has had a psuedo-romantic image, as reading is a very solitary activity that often happens in intimate places, like beds, bathtubs, or couches. When we say, "curl up with a good book," we're hinting at the one-on-one, cuddly love we have for literature.
The Nook ads play off of that, but go one step further by explicitly connecting the device to a lover. Rather than just showing a reader "curling up" with a good book, Barnes and Noble wants us to know how good the Nook is at pleasing you in bed. We get the sex reference in the print ad, and in the TV spot we see a lot of readers getting intimate with their Nook's in lieu of their "bedmates," as the spot describes the people with whom they should be having sex.