since the controversial Super Bowl ad from Sunday. While we gave BlackBerry the benefit of the doubt for going with humor instead of technology (after all, the very first Apple iPhone ad was a humorous take on the different ways actors answered the phone in the movies and never showed the Apple iPhone), the new ad shows one gesture on the BlackBerry Z10 and does not explain it. Perhaps the shorter 20 second ads will be doing the heavy lifting in that regard.
But we would also implore BlackBerry to study some of the ads that worked in the past in the smartphone space. For example, the first series of ads for the Apple iPhone, the whole series of Apple iPhone ads in 2009 that had the tag line "There's an app for that" which has become a national catchphrase in the U.S. And then there was the "iDon't, DROID DOES" ads that introduced most of the public to Android and showed the country that there were things that the Apple iPhone could not do that other phones could. Buyers want to see an ad that leaves them drooling because of hot technology. Anything else distracts from the message you are trying to send which is "Buy this phone now".