I love Amazon’s Kindle commercials. It’s really fun to see how a professional advertising agency captures the fun of owning a Kindle with flashy video clips and exotic music choices. Today I discovered there’s one great Kindle commercial that most people haven’t seen. It’s airing only in England, but you can also watch it online on Amazon’s official channel for Kindle videos!
This cheerful ad shows lots of happy people enjoying their Kindle while they’re “on holiday” at the beach. (“Pack your Kindle,” urge the words appearing on-screen at the beginning of the commercial.) Those words appear over the image of a carefully-packed suitcase, but all the other video clips show a fancy summer resort. There’s a woman relaxing by the pool, a tall glass of lemonade, and a room with a view of the beach. But of course, each clip includes a Kindle as part of the fun!
“Holds all your holiday books…” read the words next to the glass of lemonade. “Lighter than a paperback…” appears as a man flops onto a bed with his Kindle, with the lovely beach view in the background. Amazon manages to include all the Kindle’s key selling points, while creating a real sense of fun. “Now introducing Kindle Touch…” they add towards the end of the commercial. “Kindle £89 Kindle Touch £109…”
The video appears on Amazon’s official channel for Kindle videos at YouTube.com/Kindle. (On the same page, Amazon’s also webcasting some inspiring interviews with some self-published authors.) Altogether, Amazon’s online Kindle videos have been viewed more than 7,249,265 times. And yet so far, this fun summer ad has racked up less than 11,000 views.
I liked the bouncy song in the background, which adds to the breezy tone of the commercial. The song seems to have just two lyrics — “I love you, baby,” and “Oooh, oooh oooh…” But with some research, I discovered that the complete song is actually a lot darker. “When they fight, they fight. And when they come home at night they say, ‘I love you, baby’…” (It’s by a band called “The Generationals” — and it looks like Amazon’s using yet another new hip band from Louisiana for its Kindle ads….)
It’s not just the perfect song for a Kindle ad. The exact same song was used in a commercial for Bloomingdales, according to the band’s page on Wikipedia. The song’s swinging trumpet and bouncing bassline gives it a groovy ’60s sound — towards the beginning, there’s even a playful “wolf whistle.” But the effect seems to be ironic, since the song is actually chronicling the end of relationship
“He got the message she left on his car, in the rain…. And when it all comes crashing down, what can you do, to find what you’re looking for? And then the words will come to you, driving through the rain. But there’ll be no one there to say them to anyway….”
But at least some couples are still enjoying a lovely holiday together at the beach this summer — at least, judging by Amazon’s Kindle ad.