Casa del Libro's Christmas ad thrills with Truman, a lonely dragon who finds refuge

Casa del Libro’s Christmas ad thrills with Truman, a lonely dragon who finds refuge

Jane Anderson

November 23, 2024

Casa del Libro's Christmas ad thrills with Truman, a lonely monster who finds refuge

Love, friendship, meetings… They are synonymous with Christmas, but what happens to those who spend it in loneliness? This is the case of Truman, the dragon who Book House has created to transmit this feeling and remind its community that in its stores they can always find reading as a universal refuge.
“There is a place that always awaits you” is the title of an advertisement with which he wants to convey this warmth to his readers during these holidays. Additionally, Truman will be the voice and soul of the new free online recommender that Casa del Libro launches to help choose upcoming readings.

The spot takes place around the iconic store Book House on Gran Vía in Madrid. Thus, we can see Truman, a huge green dragon who feels different among the crowd. Looking around, he is saddened by the displays of affection from others that proliferate with the Christmas context. The dragon approaches the Book House with curiosity, not knowing that there he will find a home where he will feel loved and understood.

And, as the advertisement seeks to reflect, Casa del Libro is more than a bookstore: it is the space where meetings with authors, reading clubs, book signings, debates, storytellers and plans converge at the same time that turn it into a relevant cultural agent in the cities where the company is present.

Designed by the brand together with the agency apple tree and with production by La Joya, Casa del Libro seeks to transmit the feeling of warmth to its readers. “Now that we enter such important dates, we want to remember that reading is a universal refuge, a place to which we can all belong. That is why we wanted to tell this story with which to extend an invitation to all those looking for a literary home”Blanca Asuero Resusta, Marketing Director at Casa del Libro, stated in a statement.

The spot can be seen on the Casa del Libro website and on platforms such as YouTube, TikTok, META and X, in addition to being present on all Casa del Libro communication channels.

In addition to starring in the spot, Truman is the personification of book recommender bot that Casa del Libro launches for your community of readers. Through WhatsApp, this particular bookseller becomes your ally to recommend personalized readings. It has been developed by Apple Tree and Enric AI, based on the Casa del Libro collection with more than 600,000 references and, progressively, it will be enriched as it receives requests and feedback on the suggestions it makes.