Reactions to Amazon’s Newest Ad for the Kindle

Amazon's new Friends Kindle TV commercial with 3500 books

How much has Amazon spent on TV ads for the Kindle? Just last year, they spent over $82 million, according to an article in Ad Week magazine. That’s more than four times what they’d spent the year before — just $19 million, according to the magazine. And Amazon’s apparently spending plenty of money in 2011, too, since I just saw the third ad in that series where two friends discover the advantages of owning a Kindle — a young woman and a young man.

“That is a giant purse.”

“This can hold two books, two newspapers, three magazines. Pretty great, huh?”

“Yeah. My Kindle holds up to 3,500 books. (Stacks of book begin appearing.) Magazines, newspapers — and it only weighs eight and a half ounces.”

“Yeah, but… Then I wouldn’t get to carry my giant purse. (He looks at her dubiously.) Can I see that?”

“Yeah.”

“Wow!”

“Yeah…”

You can watch the new ad, plus all of Amazon’s other Kindle ads, at the Kindle’s page on YouTube (at youtube.com/Kindle ). It’s a funny ad — but it’s even funnier if you read the comments that people have left below the video!

“I guess the Kindle gave up on competing with the IPad, and decided to take on purses.”

Another viewer was skeptical of the ad — but for an entirely different reason. (“I’m asking myself if that’s actually 3.500 books that they put up there…”) And several commenters had apparently located Amazon’s Kindle video just to ask questions about its production. “YO KINDLE,” posted one user, “Every single one of your ‘Friends’ ads has the same song as well as the ‘Pool’ ad. And on every single video, you’ve got tons of people dying to know the name of the song. Just tell us already!!!”

I’m assuming it’s original song — played on a xylophone — that was written just for Amazon’s Kindle ad. But at least three other commenters had an even more burning question.

“PLEASE tell me who that josh duhamel look alike is.”

“I don’t like eReaders, but what I’m more focused on is that dude.”

“I have such a crush on that guy ;)”

At least one comment was directed towards the other actor. (“i want a kindle because she’s hot…”) But overall, it’s a fun collection of different reactions to Amazon’s ad. Of course, not every one of them was positive. (“So last-year. And Apple-ish. But good. Shame….”) And another viewer also detected the resemblance to the “I’m a Mac/I’m a PC” ads — posting “Nice homage to the old Apple ads.”

But his bigger issue was just more of a general suggestion for the publishing industry. When you buy a printed book, he argued, the publisher should bundle the ebook with it — for example, with a “download code” that you could enter to activate the complimentary digital version on your Kindle!

And yet there was at least one commenter who made it clear that they absolutely loved their Kindle. After watching Amazon’s ad, they’d asked one simple question. “How many times does he have to tell her how AWESOME a Kindle is before she finally gets one for herself !!?!!”

“I have the Kindle app for my phone and it is 10x better than the Nook app. I’ll read books on my break at work and just buy a new one when I’m finished with the last one, instaed of having to wait until I get home to pick out a new book.

“LOVE IT !!!!”

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