2007 is Exclusive Books Fanatics 10th anniversary, the perfect opportunity to celebrate and amplify the brand. This campaign, aimed at book lovers, is a fresh, new take on the brand's core message, namely that Fanatics is a club for people who simply love to read. In a nutshell, the commercials show avid readers weaving 'literary speak' (ie. the style in which books are written) into, and out of, their everyday conversations and situations.