Amazon Kindle In Daylight are taking a more aggressive approach in advertising for the Kindle reader in their fight for market share with Apple’s iPad. The first round of commercials, launched in March 2010, featured stop motion photography with a taste of quirky fun and creativity. The most recent ad features a woman sitting on a beach reading her Kindle, smugly outdoing the guy whose iPad is made useless by glare from the sun. “It’s a Kindle. $139. I actually paid more for these sunglasses.”

Kindle Poolside ad

Click on the image below to play the video.

A commercial launched in June 2010 combined the music from the stop motion advertising series with the concept of reading in bright daylight, with music, “Fly Me Away” sung by Annie Little.

Click on the image below to play the video.

Filed under:, Commercials, Kindle