Apple may have started the trend of calling out its competitors in commercials, but the company’s rivals are determined to finish it – with Amazon being the latest to use comparisons and takedowns as an advertising strategy.
In the newly-released ad campaign for the new Kindle Fire HDX, Amazon takes direct shots at both the iPad, and at Apple’s iconic promotional style.
The commercial features a British voice-over extolling the benefits of the iPad Air, only to be refuted by a pro-Kindle, American-voiced counterpart. The visual switches between both tablets against a white backdrop, which many viewers will find reminiscent of Apple’s advertising for the iPad and iPhone.
With a tagline of ‘sharper, lighter, for less’, the promo points out that the Kindle has a million more pixels than the iPad air, weighs 20% less, and retails for a more affordable $379 – versus the Air’s $499 price tag.
Of course, there’s plenty about both products that the commercial doesn’t cover, such as the Kindle’s features and software. But in less than thirty seconds, Amazon has made a great case for why users should at least look into the Kindle when making their next tablet purchase.
Pricing and display are two important considerations for most buyers, and the promo may be enough to pique the interest of viewers who would normally go for Apple products automatically.
Anti-Apple advertising is becoming the standard among the tech company’s competitors. Along with Amazon, Samsung, Microsoft and Nokia have all made digs at Apple in their commercials, with varying levels of subtlety.
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