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Trapeze reveals Adam Kay’s new book Undoctored as Waterstones window turns neon
Orion has unveiled the cover of Adam Kay’s upcoming book Undoctored, to be published by Trapeze on 15th September, with Waterstones Gower Street bringing it to life using a neon green light installation.
The book was acquired in 2020 as part of a seven-figure, two-book deal by Orion c.e.o. Katie Espiner and m.d. Anna Valentine from Cathryn Summerhayes at Curtis Brown.
It is the first Kay-authored adult book Orion has published since the author left Pan Macmillan, excluding Dear NHS:100 Stories to Say Thank You, which was edited by the author and published in 2020. According to TCM Neilsen BookScan, Kay has to date sold 2.04 million books for £13.1m, with his bestseller This is Going to Hurt on 1.19 million copies sold in paperback. It notched up 59 weeks in the Paperback Non-Fiction top spot, across 2018 and 2019 and returning during the first lockdown in 2020.
Specially commissioned neon lights have been installed as a pre-order window display at Waterstones’ Gower Street store in London for the new book, with the lights switched on after dark to give passers-by an exclusive first look at the cover.
A time-lapse film of the installation and the lighted window was released on 18th July through Waterstones’ social media platforms as part of the online reveal, with other retail partners following with a cover animation later in the afternoon.
The window display is still in place at Waterstones, marking the start of an “ambitious and unmissable” autumn campaign for Undoctored, the sequel to This is Going to Hurt (Picador).
Its synopsis reads: “In his most honest and incisive book yet, Kay reflects on what’s happened since hanging up his scrubs and examines a life inextricably bound up with medicine. Battered and bruised from his time on the NHS frontline, Kay looks back, moves forwards and opens up some old wounds. Hilarious and heartbreaking, horrifying and humbling, Undoctored is the astonishing portrait of a life by one of Britain’s best-loved storytellers."
Publication will see station takeovers in London, nationwide poster advertising, bespoke point-of-sale material for bookshops, large-format Underground ads and unique site builds, brand and media partnerships and a digital advertising campaign running all the way through to Christmas.
Undoctored will be on sale during Kay’s nationwide live tour which culminates at London’s Hammersmith Apollo.
