Dive Brief:

• Netflix has released an ad mocking Amazon’s own self-congratulatory video about its future in drone deliveries.

• In it, Netflix drones ineptly swoop, crash, and explode in efforts to deliver the company's red envelopes to customers. While the drones may be comical farce, the company gamely promises speedy delivery of movies after being posted in the Netflix queue.

• The video is very droll, but perhaps it’s covering up some of Netfilx's real angst in contending with Amazon’s own streaming service ambitions and successes. 

Dive Insight:

Last year Amazon released very similar drone footage during a TV profile on Amazon CEO Jeff Bezos that got everyone buzzing about the company's future in drone delivery. In contrast, Netflix's video points out the silliness of such deliveries — at least for the foreseeable future. The video also highlights Netflix's original mail DVD delivery as an additional supplement to its online streaming service keeping every entertainment content provider on its toes. Everyone except, maybe, Amazon, that is.