Amazon’s First Fire Phone Spot Goes Heavy on the Cute

By Claire Daniel 

It’s here! Amazon has released the first ad for its Fire Phone, continuing its in-house creative team’s partnership with El Segundo agency Siltanen & Partners.

The premise behind the spot–which doubles as a laundry list of trinkets that come with the phone–concerns casting nine-year-olds as hipsters in training who compare notes on the latest, hottest tech toys/pop culture properties while making the adults around them ever more aware of their own age and irrelevance.


For context: in 2013, S&P’s advertising campaign for Amazon’s Kindle Fire HDX was ranked #1 in effectiveness by Ace Metrix. The campaign beat out Apple, Samsung and every other noted brand as the best advertising in the tablet, laptop and mobile phone device category.

For 2014, Amazon and S&P are betting on said cute kids to tout the content people will be able to access on the phone when it comes out: Twitter, Pinterest, Minecraft, and a free one-year subscription to Amazon Prime.

Credits when we receive them.