A series of fantastical book ads promoting Israel's largest bookstore chain feature characters transported into the bedrooms of readers. The ads promote the bookstore by showing iconic figures in both the fictional and real world placed in the beds of people who fell asleep reading. Each ad features a different character lying peacefully beside an unsuspecting reader.
The ads were designed and executed by Israel-based ad agency ACW Grey to promote Steimatzky. ACW Grey used iconic characters such as Sherlock Holmes from Arthur Conan Doyle's popular series and Gandalf from The Lord of the Rings to advertise the bookstore chain. Each ad targets a different demographic by showing people from all walks of life in bed with characters from their books.