Amazon has launched a new television ad on U.S. broadcast and cable networks that highlights the Kindle’s E-Ink screen’s ability to be read in bright light, especially versus Apple’s iPad:

MacDailyNews Take: Apple’s iPad does so much more, in color, that it’s ridiculous. If you want to read books in black and white in bright sunlight, get an eBook reader with an appropriate screen. If you want to do just about anything else (Web, Mail, TV Shows, Movies, iPod, iTunes, 250,000+ apps, Notes, Maps, Calendars, Contacts, Word Processing, Presentations, Spreadsheets, etc.), including reading eBooks in color, get an iPad. If you want to do it all, get both. Kindle is not really a competitor to iPad; the devices are just not in the same class. Kindle is a paring knife while iPad is Williams-Sonoma plus the rest of the entire mall.

This ad is a marketing mistake for Amazon, because most people will see it and say to themselves, “That’s cute, but iPad does sooo much more.” So, in the end, this is an ad for iPad. Now, Amazon does sell iPads, so maybe that’s their actual goal. If so, brilliant; if not, they need a better marketing firm.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]