We created 19 contextual demonstrations that showcased the capabilities of Fire TV on the viewer’s TV. We did this by playing the same shows and genres in our ad as the person at home was already watching. This allowed us to give the person a direct comparison between watching the show on their TV, and with Fire TV.

So if you were watching Home Alone. In the adbreak you would see the scene where Kevin orders a pizza (our ad) full screen as if the movie had started again. Suddenly off camera you’d hear another person pause the TV and bring up the Fire TV UI. Inspired by Kevin’s pizza order they’d then proceed to order a pizza using Fire TV. Once the pizza is ordered the person goes back to watching Home Alone, before a title card challenges the viewer at home “Can your TV do that?”