David Farnor | On 23, Oct 2014

Amazon Fire TV lands in the UK today – and Amazon has launched its first advert to go with it.

The streaming media device puts the online retailer directly in competition with Roku, Google Chromecast and Apple TV, as Amazon tries to increase its presence in living rooms – a move designed to boost the prominence of its Prime Instant Video subscription VOD service, as well as encourage pay-per-view sales from its rental and purchase arm, Amazon Instant Video.

The box boasts games as well as videos, which is intended to help the device stand out from the crowd, along with its voice-driven search function. The new campaign, made by Lucky Generals, is Amazon’s first ever British commercial and is designed to promote that voice recognition technology – and, Marketing Magazine reckons, give the company’s image a more personal, human touch.

The advert sees a range of people search aloud for Fast & Furious 6 in a range of accents and silly voices but still successfully locate the title in Amazon’s streaming lyrics.

You can buy a Fire TV box for £79 here. For more information on the Amazon Fire TV Box, read our launch guide. We’ll have a first look review for you soon.

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