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Kobo Plus: Be a Reader, Not a Follower.
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Would you rather read an ‘unputdownable Scottish detective thriller’ like Old Bones Lie, or perhaps ‘a page-turning murder mystery’ like A Lethal Deception, than the latest high-brow fiction or heavy biography? Then Kobo Plus might be for you. The eBook subscription service is urging readers to fight back against ‘book shaming’ in a new campaign from Toronto agency The Garden called ‘Be a Reader, Not a Follower.’ Rather than touting Kobo Plus as home to the types of books that dominate critics’ annual best-of lists, the campaign leans hard into the service’s reputation as the home of hundreds of thousands of indulgent, binge-worthy titles from genres like murder mystery, erotic fiction, and paranormal fiction, and celebrates the readers who indulge in them. That includes titles like Bree Dahlia’s 2017 Love, Luck and Clusterf*ck, which is the centrepiece of the campaign’s 30-second hero spot. The spot follows a woman joyfully reading the novel on her Kobo in a variety of locations. However, each time she attempts to inform curious by-standers of the book’s NSFW title, the ‘offending’ word is bleeped out by nearby sounds such as an espresso maker, a hairdryer, or jackhammer.
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