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Amazon is rolling out the first TV ads for its much-hyped Fire smartphone.
The phone, which was introduced on June 18th, goes on sale July 25. The ad focuses on the auxilary giveaway of Amazon Prime, the e-commerce giant's content membership service, rather than the phone's futuristic technology and digital shopping traits. Customers who purchase the phone receive a year-long free Prime membership, a fact absent from the ad's script.
The two kids touting Amazon Prime in the Fire phone's first ad were also featured in another video shown at the launch event last month. The spot was created by Amazon's in-house creative team and Siltanen & Partners, the Los Angeles-based agency that created commercials for Amazon's Kindle Fire.
Amazon did not share additional details about the campaign.
Amazon spent $1.44 billion in U.S. advertising in 2013, according to the Ad Age DataCenter.