September 13th, 2010
Amazon’s just released a new TV ad that makes fun of Apple’s iPad. At a glamorous pool (surrounded by palm trees), a befuddled young man is shown trying to read his iPad, as the sun’s glare is reflected off his screen. “Excuse me,” he says to the woman next to him, in a bikini. “How are you reading that, in this light?”
“It’s a Kindle,” she replies casually, adding almost as an afterthought: “$139.” She smiles an enormous smile, and then says: “I actually paid more for these sunglasses.”
There’s a secret history to the ad. In July, the New York Times interviewed Amazon’s CEO, Jeff Bezos, and he’d demonstrated the Kindle’s low price by telling an almost identical story. (“At $139, if you’re going to read by the pool, some people might spend more than that on a swimsuit and sunglasses.”) I wonder if he phoned the ad agency the same day, demanding that they start working on this commercial!
The ad’s already provoking some interesting reactions on the web. “This is a good ad,” posted one reader at Electronista. “If you just want to read, the Kindle is a far better device. If you want a multipurpose device, the iPad beats it, just not in bright sunlight.” And another viewer spotted another advantage, which they’d posted in the comments at a site called The Next Web.
“Also note that she is using the Kindle one-handed, while the iPad guy has to rest it on his beer gut…”
When the ad ends, Amazon proudly displays its final message on the screen. “The all new Kindle. Only $139.” And the ad drew an enthusiastic response in the Kindle discussion forum at Amazon.com. “I have not seen an iPad yet,” posted one user, “and when it showed it I thought, OMG what is that ugly thing? I actually rewound the DVR to see if I could see what it was… Might as well carry around a hippopotamus!”
Over at Electronista, one user didn’t question the attack on the iPad, but did pan the quality of the ad itself. “The acting is forced and the tail music is jarring. Did Amazon really pay for this?”
But in Amazon’s Kindle forum, one viewer applauded the ad for both its valuable message — and for its messenger. “You can not read Apple products outside in the sunlight. I have an iPhone and it is useless in the sunlight.
“Plus the chick is hot!”