Although mentioning your competitors’ products is a no-no in most advertising campaigns, the latest print ad for Barnes & Nobles’s “GlowLight” ereader may be an exception. The ad cheekily tells Amazon’s Kindle device that it’s “not that good in bed.”
The ereader, called the Nook Simple Touch with GlowLight, has a simple value proposition: It lets you read in the dark without disturbing the person next to you. Most E Ink ereaders, including the rest of Barnes & Nobles’s line as well as the Amazon Kindle, can’t be read without without a bright overhead, clip-on or external light. The new Nook is lit up by LEDs embedded in its top edge.
In addition to the two print ads above, Barnes & Noble also released a video spot highlighting the device’s main advantage:
The Nook Simple Touch with GlowLight costs $139 for the Wi-Fi-only version. Amazon’s equivalent device, the Kindle Touch, also costs $139.
What do you think of the ads? Do you think it’s ever a good idea to mention a competitor’s product in an advertisement? Let us know in the comments.