You Never Know Who You’ll Meet at Barnes & Noble

Barnes Noble has launched a new Holiday Campaign starring Lady Gaga and Tony Bennett

Published on 20 November 2015


Barnes & Noble, Inc., the world’s largest book retailer, today announced “You Never Know Who You’ll Meet at Barnes & Noble,” a major national advertising campaign featuring Tony Bennett and Lady Gaga. Produced by Roberts + Langer DDB, the commercial brings together two internationally renowned musicians, Tony Bennett and Lady Gaga, whose special relationship perfectly captures the spirit of the holiday season.

“Tony Bennett and Lady Gaga are two of the most iconic artists in the world today and we’re thrilled to bring some of their magic to Barnes & Noble customers,” stated Glenn Kaplan, vice president and creative director at Barnes & Noble.


The campaign was created by Barnes & Noble Chairman, Leonard Riggio, who wrote the slogan, “You Never Know Who You’ll Meet at Barnes & Noble,” and chose the artists, Tony Bennett and Lady Gaga. The artists have recently completed a sold-out world tour in support of their collaborative album, Cheek To Cheek, which debuted at #1 on Billboard’s Top 200 Album charts and won a Grammy Award. Bennett and Gaga are both avid readers and customers of Barnes & Noble. General information on Barnes & Noble, Inc. can be obtained by visiting the Company's corporate website at

 “This campaign is like a holiday card from Barnes & Noble to all of its customers. We hope that this little gift of a performance by these two incredibly talented artists will put a smile on people’s faces. We believe that the true warmth and the connection that Mr. Bennett and Lady Gaga share will be something viewers can feel.”

In the ad, the two performers eventually bump into each other and exchange gifts, a jazz book for him, a fashion title for her. Before the commercial ends, viewers hear the tagline Barnes & Noble is hoping will strike a chord with book buyers: You never know who you’ll meet at Barnes & Noble.

Check out the video below