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In my market, the one with just the woman and the Kindle has been airing for months, but the new one with the guy and the woman from the first commercial has been playing for about a week. From what I recall, the first ad was the winner in an Amazon Kindle ad contest. I think in both cases the main someone is holding the Kindle throughout nearly the entire commercial, but if you don't know what a Kindle looks like, the commercial doesn't make much sense.
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