Amazon's Kindle Ice Queen Is Back, Now With a Couple of Kids

Brand takes another shot at Apple's iPad

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

After seeing Samsung's spirited swing at Apple users, Amazon's continuing anti-Apple pandering just feels weak. The new ad for the Kindle Fire pits a dorky, single iPad user against a Kindle-reading mom in a bikini—the same ice queen from the 2010 spot, though now she's warmed up a bit and seems to have a couple of kids. They might as well show the Kindle riding a dragon in space if they're this desperate to make it look appealing.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in