Dan Brown’s long-awaited eighth book, TheSecret of Secrets, is getting a marketing boost for the holidays with the help of creative agency Nail Communications. While the book is a thriller full of intrigue, mysteries, and action, Nail leaned into humor to convey the uniquely absorbing experience of reading a Dan Brown novel.
“Brown’s books are deeply researched and full of thought-provoking ideas, but it’s the breakneck pacing and relentless cliff hangers that make them such addictive page turners,” observed Nail Creative Partner, Alec Beckett. “And we saw a lot of comic potential in the idea of the unintended consequences of picking up a book you can’t put down.”
The campaign consists of two videos—one scenario featuring a melancholy father and daughter and the other a hard-bitten detective staking out a museum—which take an unexpected turn thanks to The Secret of Secrets.
“Like all Dan Brown books, The Secret of Secrets is truly ‘unputdownable’. And this campaign really speaks to the fast-paced, signature suspense that Dan is known for.” added SVP of Marketing, Knopf Doubleday Publishing Group, Heather Fain, “Our goal was to capture that feeling of being totally engrossed in a novel, and to turn viewers into readers.”
The campaign will run on CTV, YouTube, social, and broadcast in select major markets until Christmas.
CREDITS
Creative Direction: Alec Beckett, Brian Gross
Strategy Director: Stephen Fitch
Senior Producer: Cameron McCormack
Senior Editor: Jack McKenna
Account Director: Lizzi Weinberg
Director: Mike Mitchell
Production Company: Sovereign State Films
ABOUT NAIL COMMUNICATIONS
NailCommunications is a creative agency where every brand finds its fascinating. For 27 years, Nail has made award-winning advertising, design, and branding work for regional, national, and global brands.
ABOUT DOUBLEDAY:
Doubleday was founded in 1897, when Frank Nelson Doubleday formed Doubleday & McClure Company in partnership with magazine publisher Samuel McClure. Among the publisher’s first bestsellers were The Day’s Work by Rudyard Kipling, Dracula by Bram Stoker, Up from Slavery: An Autobiography by Booker T. Washington, The Story of My Life by Helen Keller and The Jungle by Upton Sinclair. Today, Doubleday publishes an array of commercial fiction, literary fiction, and serious nonfiction titles. Among the bestselling and prizewinning authors published by Doubleday are Anne Applebaum, Margaret Atwood, Chris Bohjalian, Dan Brown, Percival Everett, Bonnie Garmus, David Grann, John Grisham, Hua Hsu, Michio Kaku, Patrick Radden Keefe, Kevin Kwan, Ariel Lawhon, Claire Lombardo, Jane Mayer, Candice Millard, Hampton Sides, Colson Whitehead, and Hanya Yanagihara.
