Posted on February 11, 2021 at 8:00 AM by Sadye Scott-Hainchek

What business could possibly be more deserving of a free commercial on one of the biggest TV viewing days of a year … other than a locally owned bookstore?

Stephen Colbert wanted to highlight a business that couldn’t afford a Super Bowl commercial but desperately needed one.

So he commissioned a surprise ad for Foggy Pine Books in Boone, North Carolina.

(You can watch the ad below or on YouTube; it begins about two minutes into the clip.)

The store’s owner, Mary Ruthless, compared it to winning the lottery.

“I don’t know exactly what it was that caught their eye,” she told local station WBTV. “I’m sure part of it was our drive-thru, which they really liked.”

And, she says, the effort to boost business definitely worked.

“Three weeks ago we were wondering how we were going to make it through winter, and now I’m having to hire a couple of extra people to process all the extra orders,” she said.

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Categories: Today in Books

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