New Kindle ad: Kindle Friends is a campaign
Thanks to one of my regular readers, Emanuel Maia, for the heads up on the new Kindle ad:
http://www.youtube.com/watch?v=wAAjDKI1GTk
It’s the second ad with the “Kindle Friends”…this time, it shows the convenience of getting a book via Kindle, rather than going to the bookstore.
Of course, one response for a lot of people nowadays may be, “The bookstore closed”. 
I genuinely think it’s a coincidence, but it’s a bit similar to an ad I wrote for the first Amazon commercial contest…and which was submitted. Mine was much more complex, but used that same “I’m good”.
This is the one I wrote in 2009…I’m not sure I ever put it out publicly (but I sent it to some friends and family), and again, I think this is just a case of thinking alike:
“SCENE 1:
We see a man reading on the couch. His significant other (presumed wife) come in.
Wife: “Honey, I’m going to the bookstore. Do you want to come?”
Husband: (rattles an Amazon box next to him in her direction): “I’m good.”
SCENE 2:
The man is brushing his teeth. The woman comes in.
Wife: “Honey, I’m going to the grocery store. Do you need some floss?”
Husband: (picking up a multi-pack of floss with the Amazon to Go label on it) “I’m good.”
SCENE 3:
The husband is watching tv with the remote in his hand.
Wife: “Honey, I’m going to pick up a movie: do you want to come?”
We see on the TV that he is picking something from Amazon Unbox from the Tivo.
Husband: “I’m good.”
SCENE 4:
We are at her birthday party. He hands her a gift. She opens it, and pulls out the new Amazon Kindle DX.
Wife (smiling at him): “You’re good.”
She hugs him, and we zoom in on the Amazon logo on the Kindle as she’s holding it with her arms around him.
TITLE CARD:
Amazon. Good.
I was thinking that the Good could come out of an Amazon box after the word Amazon was on the screen…it could be animated.”
What do you think of Amazon’s new ad? Is it good to be doing a campaign with these two? Would it make you want to buy a Kindle?
This post by Bufo Calvin originally appeared in the I Love My Kindle blog.
May 12, 2011 at 2:37 am |
Your refrain “I’m good” (and the variations that could be spun off it) could be used as a clever recurring theme in an entire ad campaign—for years.
YOU’RE good. A+ work. So I’m reposting here the last paragraphs of my latest comment on your May 9 “Kindle ads I’d like to see #1” thread:
You’ve come up effortlessly with a handful of ads that have both content and style. Amazon should retain YOU as an advertising consultant and/or one-man Kindle-kibitzer (focus group). You’re here in Seattle, right? It might jolt them out of their slumbers if you were to set up a Lucy-like roadside stand outside their offices. (The implication being that they are as needful-of-help as Charlie Brown. Once they get that point, lots of nickels will surely be tossed your way. (Or slung, anyway.))
Actually, every company would benefit from having a Local Lucy—and 95% of them need it more than Amazon. But the reason they need one is the reason they’ll avoid one.
(Full comment at http://ilmk.wordpress.com/2011/05/09/kindle-ads-id-like-to-see-1/#comment-7518 )
May 12, 2011 at 3:35 am |
PS: Oh yes, what about AMAZON’s ad? I’d give this one a grade of A, an improvement from the A- I assigned to the first one in the Friends series. The music-choice and the way it is used are perfect.
But the most important virtues are implicit: Amazon is now using ads that are (1) feature-focused, (2) short (one feature at a time), and (3) thematically united by the use of the same characters in each component of the series, so viewers instantly have the correct context and expectations.
This is the way to go. Amazon should keep it up until it’s covered all 50 features, and then rerun the whole campaign. Too bad the company didn’t figure this out years ago.
May 12, 2011 at 4:11 am |
PPS: So the company doesn’t need outside help anymore. Not with its Kindle ads, anyway.
May 12, 2011 at 4:43 am |
I have to say that before today here in South Florida I’ve only seen 3 ads: the very first, the beach one, and the “snarky” one (BTW I don’t find the snarkiness at all a problem for me; the level is much lower than the PC/Mac ads, or the T-Mobile one where the pretty girl asks the iPhone user What’s up, and he answers: oh, I’m just getting my monthly mugging by the phone company — I’m sorry snark sells…and it’s entertaining to boot).
Today, they started showing “our new kindle ad” which I quite liked — especially the sound track, and the energy.
I don’t much care for the “friend” ads; they don’t seem much like PC/Mac to me
.
I find it ironic that so many of the kindle ads are targeted at younger audiences, while kindle ownership skews older. However, after watching several years of “Mad Men”, I’m loath to question the wisdom of those who put together these frothy creations.
May 12, 2011 at 11:47 am |
Thanks for writing, Edward!
Well, I do think the advertising industry has been pretty good at selling advertising.
We believe advertising can sell us things we don’t work…and if a product fails, it isn’t the advertising’s fault. Generally, they get credit for all the successes and no blame for the failures…sweet! 
May 12, 2011 at 7:31 am |
I think Amazon´s ad are very good. Funny and short. I like it.
May 12, 2011 at 11:49 am |
Thanks for writing, Blonde!
I think you’ll get to see quite a few more with these two.
May 13, 2011 at 5:53 am |
Bufo,
I have been a subscriber to your blog since I bought by Kindle. You have some very interesting content. I love how unrealistic the Kindle ads have become. My favorite was the one that showed a guy holding a baby in one arm and the operating the Kindle with the other hand. Way too many people drop their Kindles and find they don’t bounce well.
I have solution for that problem. It’s the newest Kindle (Nook, Kobo,etc.) accessory. The e-readerStrap attaches to the back of the device and allows you to comfortably and securely handle your device with one hand. Take a look at my website or FaceBook Page. We’ve had lot of positive feedback from all of our early users–from middle school kids to older adults with hand problems. Since you investigate all things Kindle, I think you will find it worth exploring.
May 15, 2011 at 8:21 am |
My “favorite,” from the same ad, is the shot of the guy sticking his Kindle in the back pocket of his jeans. This was bad not just for the obvious reason that this is just the spot NEVER to put a Kindle, but that it missed the opportunity to show the Kindle being slipped into the PROPER pocket: the inside pocket of a suit, sports jacket, or windbreaker.
This ability is something the prior two Kindle versions lacked, but that the Sony Reader had. For lots of guys, practical pocketability is a major feature. They don’t want to have to carry it in their hand or in a bag or briefcase. The ad was a sin of both commission and omission.
May 15, 2011 at 12:18 pm
Thanks for writing, Roger!
I wear a photojournalist’s vest when I’m not working…and it had a big enough pocket for my K1. My K3 actually fits in a slacks pocket (a front pocket), but that wouldn’t be a very good place to put it, either. It won’t fit there in a cover, though.