The spot, created by ad agency Mullen, shows a Nook HD being passed from one family member to the next even though each tries to hide in closets and the bathtub to avoid sharing. Each time, the new reader accesses his or her books and magazines using Profiles.
Though B&N is giving the Profiles feature a lot of attention, it is not a differentiator between the Nook HD and its prime competitor, Amazon’s Kindle Fire. Amazon’s new wave of Kindle Fires, announced in early September, have a similar feature. A B&N rep said that the company wanted to underscore that it was the first to make the feature available.
For its part, Amazon promoted the Kindle Fire HD with a more general branding message when its ads launched in September (see below):
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