Amazon Kindle ad pokes fun at iPad
Amazon has criticised the iPad’s ereader capabilities in a new advertising campaign
The advert aims to show how much better Amazon's Kindle’s eInk screen performs in bright sunlight, compared to the reflective LCD screen on Apple’s iPad.
It shows two people lying side by side on sunloungers around a pool. The man is attempting to shield the screen of his iPad from the sun, and is struggling to see past his own reflection to read his ebook.
The woman on the neighbouring sun lounger, by contrast, is able to read every word on her Kindle perfectly.
The iPad owner leans over to the Kindle user, and asks how she is managing to see the screen in such bright sunlight.
“It’s a Kindle,” the woman replies, before stunning the man by telling him that the device only cost her $139.
“I actually paid more for these sunglasses,” she says.
The man, who would have paid at least $499 for his iPad, looks crestfallen.
Amazon has ramped up its advertising campaign to promote its new-look Kindle. In another commercial, which can also be seen on UK television, a couple site side-by-side on deckchairs, absorbed in their ebooks.
Industry watchers have noted how similar in style the Kindle advert is to Apple adverts, even down to the use of a folksy, female vocalist on the advert’s soundtrack.
Amazon has previously avoided drawing direct comparisons between the iPad and the Kindle.
Jeff Bezos, Amazon’s founder and chief executive, said earlier this summer that there were going to be “a bunch of tablet-like devices”, but that the Kindle was a “different product category” aimed squarely at people who enjoyed reading.