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Rakuten Kobo: Be A Reader, Not A Follower
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E-reader brand Rakuten Kobo knows that there’s nothing better than a good sequel, which is why it’s bringing back its 'Be a reader, not a follower' campaign following its successful 2022 debut. Kobo has built upon and elevated the campaign to a brand platform for 2023, while retaining the good-natured humour that characterised last year’s campaign. The work is once again by Toronto agency The Garden. This year, the brand is urging readers to unleash their 'main character energy', a nod to the growing phenomenon of people living their life as if they are the hero/protagonist of their own grand plot. The campaign’s (quite literally) hero spot opens on a woman listening to an audiobook, which is a new feature of Kobo’s unlimited subscription packages. It’s a steamy romance novel, detailing a chance meeting between a woman and a hunky man named Sebastian Steele, and she is thoroughly and brazenly engrossed in the story during her morning commute. The spot humorously juxtaposes the audiobook’s content with events as they actually unfold: In real life, the 'passenger car' in the book is a city bus, while Steele, who, viewers are told, has a 'body like a god,' is actually a bespectacled, slightly nerdy guy. As the two abruptly come together, the man ends up holding the woman’s Kobo device, and sees that she’s been listening to a book called 'Bus Lust.'
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