With the Amazon Fire Phone now on sale in the UK from this week a TV campaign for the handset has appeared on TV screens for the first time.
Created by Above+Beyond London, the advert bestows the virtues of the device claiming it will give you “a whole new perspective”.
Available exclusively on O2, just like the iPhone when it was released back in 2007, the handset comes with a free Amazon Prime Membership worth £79.
At the time of the handset's reveal in July, research firm IDC’s Ramon Llamas said of the new Firefly feature, which takes centre stage in the ad, “It goes back to the mission of Amazon, which is to sell you stuff. It reduces the number of steps it takes to buy things on the phone.”
Firefly allows users to take a photo of an object and get more information about it, as well as a way to purchase it through Amazon. Firefly can also recognise films, TV and music.