Amazon’s Kindle is stepping up its game with a new commercial that not only highlights its main attributes, but tries to knock down its main competitor, the Ipad by “poking fun” at some of its shortcomings, reports the San Francisco Chronicle.

The commercial is only 31 seconds long, and pinpoints its unique features that separate it from its competitors, mainly the Ipad. First, the commercial begins by stating that the Kindle book offers over 800,000 titles. Also, the Kindle has no glare, and can easily be used outside and in bright sunlight to read books, magazine, and newspapers. There are two young people shown sitting in a coffee shop, and the young woman tries to read off of what appears to be her Ipad, and she can’t because of the glare, the young man sitting across from her, offers her his Kindle which she can easily read. The next few shots portray different people in outdoor situations using their Kindle in bright daylight with no problem.

Some shots have people on the move, running, jumping and even walking on a railing holding the Kindle, highlighting its light weight and portability, and the screen offers the tagline, “Even lighter than a paperback.” Another advantage is showcased by showing Kindle users taking it with them to what appears to be a park or outside, without worrying about its battery life. The Screen then reads, “Battery life of Up to a Month.” The commercial ends with someone holding the kindle outdoors with the new phrase, “The book lives on.”

While watching the commercial, one cannot help but notice that that most of the actors used appear to be young; in their twenties or early thirties, which may indicate that the Amazon Kindle is targeting a younger demographic with this new advertisement.  Learn more about the Kindle eReader in the Kindle Store.