Voltaire Stumps for Amazon in First Ad for Kindle Fire

Regular Kindle gets a new spot, too

Amazon derived the names for its Kindle and Kindle Fire e-readers from a quote by 18th-century French writer and philosopher Voltaire. That's cool. I guess. The quote figures prominently in ad agency Eyeball's launch spot for the $200 Kindle Fire device. "The instruction we find in books is like fire. We fetch it from our neighbors, kindle it at home, communicate it to others and it becomes property of all." Deep shit, V-man. Will the quote yield a third product name? "Fetch" has possibilities, but all the negative reviews would call the tablet a "dog." Maybe Sartre said something Amazon can use. The actual ad's nothing special. At least if you watch it, you can say you've read Voltaire. Meanwhile, the $80 entry-level Kindle gets a new brain-killing commercial (see it after the jump) with that annoying yuppie couple from past ads (played by little-known actors Mark Sullivan and Amy Rutberg). Sorry guys, I do not agree with what you have to say—and I'll protest to the death your right to say it.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.