November 7th, 2011
Within two weeks, the first Kindle Fire tablets will start shipping from Amazon’s headquarters. But Amazon’s already filmed a new commercial showing the package arriving on someone’s doorstep! “For years we’ve been placing the things you love at your doorstep,” announces a female narrator. “Now we’re placing them at your fingertips.”
“Introducing Kindle Fire. A Kindle for movies, music, apps, games, web browsing, and of course, reading…”
To watch a video of the ad, point your computer’s web browser to tinyurl.com/DoorstepAd . Sunday Amazon slipped the URL onto their Faceboook page for the Kindle, calling it a “sneak peek” of their newest commercial (‘to help make the wait a little easier.”) Within 12 hours, it had already drawn nearly 1,000 “Like” votes — and more than 320 comments. It was like the commercial finally provided something new to talk about — while everyone waited for their own Kindle Fire tablets to be delivered!
At least four different people posted “Can’t wait!”
It was exciting to see the new Kindle in action, with a shot of the woman swiping her finger across the tablet’s touchscreen. (“Sequences simulated,” Amazon explains in small, faint-grey letters at the bottom of the last shot.) You can also see the logo for Angry Birds — and for Facebook — in that last shot, reminding viewers of all the new iPad-like things that the Kindle Fire can do. (One of the movies available on its homescreen is “Green Lantern” — making the point that you can even watch recent releases on this Kindle’s color screen.)
The ad’s official title is “Placing the Things You Love at Your Fingertips”, and it was fun to read all the enthusiastic reactions on Facebook — though the ad also drew comments from a few “armchair critics”. The biggest complaint was simply that it’s not possible to buy the Kindle Fire in Canada or the United Kingdom. (One comment summarized a typical reaction: “I…wish I could buy one.”) And another commenter was surprised that the deliveryman left the package outside. “People in America must really trust their neighbors,” joked one commenter on YouTube.
I’d noticed that the woman in the ad was reaching for her house keys — suggesting it was her own doorstep where the Kindle had been left. But not everyone had the same interpretation. “Is it just me, or is this not her house and not her kindle,” suggested one viewer on YouTube. “Anyone else would have immediately gone inside and added it to the network, registered the device on their Amazon account and started adding apps. I think she just swiped someone else’s and then had the audacity to sit on their stoop playing with their Kindle.”
Some other commenters had a similar criticism of Amazon’s ad. “I find this ad a bit misleading,” noted one comment. In the ad, the woman sits on her doorstep and starts browsing the web with her new Kindle Fire tablet. “Amazon should make it clear that the Fire, at least this first version, works on Wifi only and is NOT 3G or whispernet capable,” the poster complained. And another commenter wondered why before surfing the web, she didn’t first have to plug in her new tablet. (“That Kindle already had a charge on it???”)
But I have another theory about what’s behind the negative comments.
I think everyone’s just jealous because the woman in the ad already has a Kindle Fire tablet — and they don’t!