Amazon’s New Kindle Fire Ad – plus the Song and Its Lyrics

Ink well from Kindle Fire ad

I’ve always loved Amazon’s slick ads for the Kindle — and they’ve created another one to promote their new color/touchscreen “Kindle Fire” tablet. It opens with a quill pen lifting a drop of ink out of a copper pot. “The instruction we find in books is like fire,” the announcer intones — reciting a quote from Voltaire.

“We fetch it from our neighbors, Kindle it at home, communicate it to others, and it becomes property of all.”

The parchment is on a desk where a drawer is opened, revealing the metal letter blocks for a printing press — history’s next technology for transmitting words. “From Kindle, Fire is born,” the announcer continues, as the words reappear on the screen of a Kindle being read casually at the beach. Then the camera pulls back even further, revealing that someone is watching a video of that ad in their living room on the new touchscreen Kindle tablet. “A Kindle for movies, music, web, games, and reading,” the announcer concludes. “Kindle Fire.”

Within two days, the ad had been watched nearly 700,000 times on YouTube – and it’s been fun to see the reactions. “I’m watching this on my iPad,” joked one viewer in the comments — while another comment offered a different perspective: “thank god they didnt over price like Apple!” And another viewer had one very specific gripe. “…like all good things, this is US only. You selfish bastards!”

What makes this ad so effective is its music, and I finally tracked down the original song. It’s called, appropriately, “Words,” by a young new band called the Givers. (They’re a Louisiana-based group which just released their first album, Light, in June.) You can hear the whole song in a video at tinyurl.com/KindleFireSong . It’s a stunning musical jolt with intense vocals and a pounding beat – and it’s got some strong lyrics to match.

It almost reads like an ode to all the new self-published authors who are finding an audience on the Kindle.




The words we say today, we’ll say.
And we’ll see them again. Yes, we’ll see them again.

So I choose my words so carefully,
like the sun, make it glow, or they glare at me.
Well, I choose light.
I like that warm,
keep me up at night.

And I pry that door of honesty
And as the warmth shines in, it dawns on me
That I choose light
To guide me through my actions at night.

The words we say today, we’ll say
And we’ll see them again. We’ll see them again.
The words go out so far, and come back so hard.
And we’ll see them again. Yes, we’ll see them again

So just hold up. Don’t fold up,.
Before you know, before you know, before you know, you’ll know
You’ll see it again. Yes you’ll see it again

And if your notion is in motion
Before you know, before you know, before you know, you’ll know
You’ll see there’s no end. Yes you’ll see there’s no end, end, end, end, end, end, end, end…

The waves high, slow tide, see them, go I
You’ll see them again, you’ll see them again.
And if the waves ride high, then so will I.
Before you know, before you know, before you know, you’ll know.
And you’ll see them again. You’ll see them again.

The words we say, today, we’ll say.
And we’ll see them again. We’ll see them again
The words go out so far, and come back so hard.
Yes we’ll see them again. We’ll see them again.

The words we say. The words we say
The words we say. The words we say
So I’ll choose my words so carefully
I’ll choose my words so carefully

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