Every year I buy books (or bookstore gift cards) for the majority of the people on my holiday shopping list, so the message in this marketing campaign isn't new to me.
My hero and favorite YA author, Judy Blume, was featured in this video. She said, "Books make great gifts because you can never have too many." I think I liked her clip the best.
If I were cool enough to be a published novelist and be featured in this video, I would have said, "Books make great gifts because they will never be replaced with newer technology." Books are probably the only source of entertainment in our culture that isn't affected by new breakthroughs in technology. I can buy a 100-year-old book and it still works just fine, but I can't buy a 50-year-old album or a 20-year-old movie (or even a 10-year-old computer game) unless I have the right technology to play it.