A used book store in Lithuania called Mint Vinetu has quite a nice ad campaign going with the motto “Become someone else. Pick your hero at Mint Vinetu.”
Have a look at the posters at ads of the world!
One commenter said:
Do such ads work?
i agree that the approach, execution and copy are bang on, but would you pick up a book up because you want to be someone else?
What on Earth can one reply to that?