This new ad does its best to make the case that the Kindle Fire HDX 8.9 (what an unwieldy name) is a better buy than the iPad Air.

It plays it smart, staying away from issues like build quality, app ecosystem, and overall design. If I was given the chance for a free iPad Air or a free Kindle Fire HDX 8.9 (did I mention the unwieldy name?), I’d take the iPad Air in a heartbeat. And I already have one.