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I understand the only :30 thing, I work in TV, and have done commercials from conception to production, and I don't see the :30 as an excuse.
I don't see the whole "It's ridiculous to feel superior simply because you're reading a pbook." thing in this commercial, in fact, I see the exact opposite!
In my opinion, B&N got it right with their commercial, and Amazon has a better commercial with the whole "running about" thing, I didn't notice that they didn't have a case on it, because it wasn't the focal point of the commercial.
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