A Palestinian demonstrator jumps in the air during clashes with Israeli riot police on May 13, 2011 in the East Jerusalem neighbourhood of Issawiya, Israel. Palestinians began marking the “Nakba” or “catastrophe” which befell them following Israel's establishment in 1948. (Photo by Uriel Sinai/Getty Images)

The latest ad campaign for the Israeli bookstore chain Steimatzky wonders what it would be like to take your favorite literary character to bed with you.

Sting covers classic ringtones (aka "Stingtones"), and records a personal outgoing message for an audience member to the tune of "Message In A Bottle."