If imitation is the best form of flattery, then Apple is so flattered by now that it’s levitating off it’s Infinite Loop grounds. The latest to do it is none other than Amazon for their Kindle line of e-Readers. With the iPad coming out as soon as next week, this is no coincidence either. Amazon really is trying to reduce the attention that is being showered on the iPad. Only, it seems like Amazon doesn’t have much of a clue as to how to go about doing it.
There are two TV commercials that are doing the rounds of the airwaves and they are connected by a common theme of a girl and fantasies and a touch of magic. But the problem is that the Ads tend to remind one of Apple ads — that same kind of music, that same kind of artsy feel — you feel like you have been here before. Multiple times.
The Kindle features mostly as a prop and a recurring one at that. There’s no explanation of what it is — a very expensive coaster may be — and it does not show it too close up either. Just look at them and you will get what I am talking about.
I have a theory on why they don’t show the product itself all that much. The adverts are actually very colorful and animated. They look very dynamic and alive. Those are all the qualities that the Kindle doesn’t have. It is a black and white e-book reader that takes ages to turn pages, forget a dynamic UI and animation. If you were hold a working Kindle beside the Ad, you will see the glaring contrast in the two.
Now I do not know much about advertising but as a consumer, I would really like to know what the H these darned ads are talking about. “Books in 60 seconds” — okay, that’s good. It’s a start. But what is it?! Without showing the lucrative functions of the device or explaining the reason behind the tag line, I don’t think it stands a chance beside the iPad. If you haven’t seen the iPad commercial yet, let me embed it below. See the contrast (and the similarity) yourself.
There you have it — sharp focus on what it does, set in an environment where it is meant to be used and show just the way it is expected to be used. It is all about getting up close and personal with the product. The catchy music is always good but confusing your audience is not. “Books in 60 seconds” is not a well-known motto that has been around for decades. They have introduce it. And this is not how you introduce something — by not talking about it at all.
They should have gone through the process of downloading a book in 60 seconds form anywhere in the world and shown the whole process from a fun and personal angle. Book reading is most often a personal thing, whether you are reading alone under a tree on a bright winter morning or reading to your lover who’s head is on your lap. I know that’s kinda cheesy but it is still better at showing what the Kindle really does and that that it is not a prop or a museum piece!
I was never really hopeful about Amazon recovering from the iPad blow and now I am convinced that they have already seen the peak of their Kindle success. At least as far as the hardware goes.
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