The campaign, launched on 13 October 2026, places J’ai lu staff in metro carriages portraying readers who cannot relinquish the new Freida McFadden books, even in intimate moments.
By staging the ads with its own employees, the publisher aims to subvert traditional promotional tactics and highlight the gripping nature of McFadden’s work.
The ads appear on delayed screens within the Paris underground network, creating a contrast between the hurried commuter environment and the depicted readers’ obsession.
J’ai lu’s approach reflects a broader trend among French houses to experiment with unconventional marketing formats to capture reader attention.
Freida McFadden, known for her thriller novels, is the focus of the campaign, which seeks to boost visibility ahead of the books’ release.