It’s safe to say that few people outside of Boone, NC had heard of Foggy Pine Books until last night, but that changed once Stephen Colbert, Tom Hanks and Sam Elliott rallied around giving the local pandemic-stricken bookstore a Super Bowl-sized boost. .
On CBS’s post-game special last night The late showColbert noted that all of those expensive Super Bowl commercials are out of reach for small businesses battling the Covid pandemic and shutdowns. “These big companies are not the ones that need our support the most right now,” Colbert said. “Of course, a small business could never afford the millions of dollars it would cost to produce and run an ad on CBS tonight.” So The late show, Colbert said, decided to pick a small business and give it an ad. (A PSA Colbert encouraging support for local businesses had already appeared during the match.)
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With this introduction, an advertisement for Foggy Pine Books of North Carolina began, featuring an instantly recognizable Elliott voiceover, production values that included skydiving and edible books, very real bookstore imagery, and a testimonial. by Hanks.
“Foggy Pine Books has the best selection in all of Boone,” said Hanks, holding a few books. “They have books on all of my interests such as WWII, as well as books on the events of 1939-1945.”
After the show, Foggy Pine Books posted a thank you on their Twitter page, noting, “We are very happy and honored to be featured on The Late Show with Stephen Colbert! Welcome everyone!!”
Colbert didn’t explain how or why he chose the bookstore, but a Go Fund Me page for the struggling business provides some background on the store. Foggy Pine is owned by a woman named Mary Ruthless, who “poured her heart and soul into this establishment portraying her passion for books and her love for everyone, no matter their age, race, gender or whatever. is; all are welcome. But maybe not for long.
“This pandemic has hit small businesses hard and despite Mary’s best efforts, government support has been minimal,” the Go Fund Me page continues. “It’s up to individuals and communities of all sizes to work together to help those in need. And Foggy Pine is in need. Every community should have a welcoming bookstore, and Boone has one of the best and most welcoming independent bookstores on the entire East Coast. It would be heartbreaking to let this award-winning store slip away. “
No word on the store’s post-Super Bowl book sales yet, but early indications look promising. On an Instagram post before the Colbert take, Foggy Pine noted he had to sell 1,350 pounds this month to stay afloat. On his Facebook page, after the Late Show, one commentator wrote: “Anyone chosen for the Colbert Bump must be pretty cool! I just tried ordering a book from you, but the one I want is sold out. Hope this means you have so much “Super Bowl advertising” business that you are inundated with orders! I’ll try again – you have a new fan. “
Watch the Colbert segment above and check out the store’s Instagram and Twitter posts below.
We are very happy and honored to be on The Late Show with Stephen Colbert! Welcome everyone!! https://t.co/C27yHk8uB7
– Foggy Pine Books – Boone’s Best Independent Bookstore (@FoggyPineBooks) February 8, 2021