The advent of the digital age brought havoc to the record industry, which was famously slow to embrace change. They even resisted it. Barnes and Noble was experiencing a similar sea change. People were switching from printed books to electronics. To survive, Barnes and Noble would need to adapt. They needed to champion the NOOK eReader as their link to the future. But they couldn’t just talk about its technological prowess, as doing so would only get them lost in the clutter. They needed to talk about change, without giving up who they were. The spot needed to sum up what the NOOK truly let them do: Read Forever.