From 9to5Google:

Amazon has never shied away from quietly mocking Apple’s iPad and that’s why this new Kindle Fire HDX commercial (via Amazon YouTube) and its distinctly British voice has us laughing. Calling it the “magical new iPad Air” in proper British tongue, the commercial is offset with the American accented intro of the 8.9″ Kindle Fire HDX.

Amazon’s fake Jony Ive and his American accented counterpart note the Kindle Fire’s 20% difference in weight, a million more pixels separating the Kindle Fire display from the Air and the cost of $379 for the 16GB Fire against Apple’s 16GB at $499. Somehow, this commercial doesn’t bother me even if it’s a really laughable attempt to mock Jony Ive when I compare this marketing against Microsoft’s ridiculous “Scroogled campaign.” All things considered, Amazon is fighting a fair fight and a parody is one way to go about doing that.

All things considered, I’d much rather see a parody than have Microsoft continue to play on our NSA-style fears and attempt to convince the world that somehow, someway Google is really concerned about emails to my great Aunt.

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