Amazon Puts Gay Twist on Long-Running Kindle Campaign

Amazon went back to the creative well for a new Kindle Paperwhite ad. As with previous Kindle ads, an attractive woman in a black bikini meets up with a clueless, iPad-toting guy who is jealous of her ability to read in harsh sunlight thanks to the Kindle's E-Ink technology.

There's a twist in this latest ad, however. A same-sex couple shakes up the formula a bit, melting the former ice queen's heart somewhat.

While switching up the formula may be one reason for the new ad's subject matter, it may go deeper than that. Amazon CEO Jeff Bezos is a supporter of same-sex marriage, who pledged $2.5 million to the cause when it came up on a ballot initiative in his home state of Washing…
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