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Advertising Done Right: Amazon Fire Phone
By: Emory Brown
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There is something magical about an advertising campaign that touches home; like some of our finest practitioners say, “when it becomes art.” And the agency that created the campaign and the client that approved it have struck gold.

I can remember the first spot I saw like it was yesterday. A spot known as “The Hipster Kid” is hilarious; here you have two nine-year-olds sitting in café, asking “What do you have on deck?” For a second, I had to check my urban dictionary, because “on deck” can refer to other things. But that’s another story for non-sensitive ears. The kids swipe through their phones and talk about their apps. As they continue their conversation, a pair of older women listen in as they hear about the “Fire Phone” having free Amazon Prime. They are excited, and one kid closes the spot with the line, “I’ve been on this earth nine years, and I’ve never seen anything like it!”
 
Hilarious! You can’t do anything but laugh at the confidence of this little guy as he speaks as if he has the wisdom of Gandhi.

My second favorite spot is called “Investment.” You’ve got these two cute kids standing on a corner in what looks like New York as they check out ads posted for a house. Once again, you have two adults sitting within earshot of the kids, observing the conversation. One guy asks the kid, “Hey, little man, you want to live in that house one day?” The little guy says, “No. It looks like a good investment, though…I’m going to Firefly it on my Amazon Fire.”
 
The couple is stunned, like, “Who is this kid?” He then explains what the tech does and proceeds to call the people who posted the ad to inquire about the house. His friend ends with the line, “He’s sitting on a big pile of cash from selling his start-up.”
 
Brilliance! These are excellent, and hallmarks of the thinking it takes to create ads that break through the clutter and inspire consumer conversation. The numbers aren’t in on the sales of Amazon Fire yet, but I can see the awards lining up at shows.



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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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