Amazon’s first ad for new handset is more Amazon Prime than Fire Phone

amazon releases first ad fire phone

So, here it is, Amazon’s first TV ad for its soon-to-release Fire Phone.

Set in a coffee shop, from the off we see a couple of kids at one table, two female buddies at another, a prominently featured boiled egg, and, of course, the Fire Phone. Two of them, in fact. One for each kid.

The 30-second ad (below) tells us pretty much zilch about the new handset’s capabilities, choosing instead to focus on trying to impress us with the “tons” of content available via Amazon Prime.

As the two whippersnappers are telling each other what they have on their shiny new Amazon smartphone (she, Pinterest and Sheryl Sandberg’s Lean In book; he, Twitter and Minecraft), the women at the next table take an interest.

“I guess you guys are all set,” says one.

The girl holds up her phone and confidently explains that all the stuff on her handset came via Amazon Prime, which buyers of the new device can use free for a year.

That’s all, folks

And that’s pretty much it, apart from the boy’s closing line that leaves the woman having to collect her jaw from the table: “I’ve been on this earth nine years and I’ve never seen anything like it,” he says of the phone. Or Amazon Prime.

So, nothing about Firefly, nothing about Dynamic Perspective, and nothing about the boiled egg.

The device starts shipping next week and is Amazon’s first stab at a smartphone. The 4.7-inch handset comes with a 2.2GHz Qualcomm Snapdragon 800 quad-core processor, 32/64GB of storage, and 2GB of RAM.

Its 13-megapixel rear camera comprises an f/2.0 lens and image stabilization, and includes features such as panorama and burst modes.

The new device – an AT&T exclusive – costs from $200 with a two-year contract, or $27 per month if you go with a Next plan. The full price of the handset is $650 for the 32GB version or $750 for the 64GB unit.

Shipping starts on July 25.

[DT’s already had a chance to put the Fire Phone through its paces – read all about our experience here.]