Books are taking a bit of a kicking at the moment. E-readers, Kindles, Nooks and iPads have elevated the e-book from minority technology to widely adopted phenomenon. Amazon.com famously reported that sales of e-books out performed new hardback releases for the first time in 2010.

So for perhaps the first time since the creation of television, books as form of media have a serious rival. The question now for traditional publishers is – how can books ensure they appeal to consumers hungry for more digital devices and content.

Arguably, one of the strongest USPs of a book is its tactile nature. You can hold a book, fall asleep with it, take it to the beach or clutch it on the train on the way to work. While they cost over £100, you can’t doze off with your Kindle on your lap for fear of someone pinching it.

So if one of the book’s strongest USPs is the fact that it isn’t new and digital, and that people are attracted to books as classic items to cherish – free from software updates or back-up files, then this campaign for Brazil makes the point beautifully. 

Typewriters, with a sheet of paper bearing a simple advertisement, were located amongst banks of demonstration model laptops at a computer store. 

"Penguin – Know the classics"