BlackBerry Priv's new television ad keeps it plain and simple

In support of a new pop-up BlackBerry Shop at Brookfield Place in Battery Park New York, the company has produced a new television ad for the BlackBerry Priv. This is the type of commercial that BlackBerry should have released when the phone was first launched. Immediately you are told that this is an Android phone that can run "millions of apps," eliminating one fear from potential buyers.

The commercial then goes on to brag about BlackBerry's "legendary security" and encryption technology, protecting users from hackers. "Priv has all the features you'd expect in a smartphone, but vastly superior to what you're used to," says the voice-over announcer. Still, the device is a BlackBerry which means that the keyboard must be discussed. Surprisingly, the ad focuses on the virtual QWERTY, calling it the best on-screen keyboard on any phone.

If you live near New York City, you might spot this ad on your television over the next few days. Check it out now by clicking the video at the top of the story.

Speaking of Android and BlackBerry, we could see the manufacturer soon introduce the BlackBerry NEON, which would be a re-branded Alcatel Idol 4.

source: BlackBerry via Crackberry

Related phones

  • Display 5.4" 1440 x 2560 pixels
  • Camera 18 MP / 2 MP front
  • Processor Qualcomm Snapdragon 808, Hexa-core, 1800 MHz
  • Storage 32 GB + microSDXC
  • Battery 3410 mAh



1. Subie

Posts: 2356; Member since: Aug 01, 2015

The Priv has a good physical keyboard but the commercial's pushing the virtual one as "the best experience of any phone". If it really is that good then they probably could've saved the R&D money and extra build expense of the slider, put in a bigger battery, and charged less for the phone from the start and thus potentially made more profit per handset sold. Just my two cents based on their own commercial marketing here.

4. Mxyzptlk unregistered

I agree. Blackberry is under the impression that they can charge a premium for their first Android handset, but that is not going to work. They should have just stuck with the vkb if it was that good and just made it more compact and university unlocked for all carriers so customers who want the Priv on their carrier can buy it unlocked.

5. Mxyzptlk unregistered


15. Subie

Posts: 2356; Member since: Aug 01, 2015

I'm totally with you on buying Universally unlocked. Can't you just buy a universally unlocked unit directly from Blackberry? It should transmit data on lte band 4 or 2 - both of which I believe Verizon uses. I guess this won't help for voice calling though. Please enlighten me if this does not make sense.

18. meanestgenius

Posts: 21784; Member since: May 28, 2014

While BlackBerry doesn't make universally unlocked handsets, there is a PRIV model, STV100-2, that works in both Verizon AND many GSM unlocked carriers. BlackBerry chooses to focuses on the more dominant GSM unlocked version of their handsets, like most other OEMs/ODMs, including Samsung and LG. But they do make CDMA variants available for purchase. However, carriers like Verizon do not play well with unlocked handsets. They tend to block some network from unlocked handsets.

27. PenTiltoKet

Posts: 552; Member since: May 18, 2016

Blackberry thought that their brand value is as high as samsung or apple. In reality their brand value is as low as micromax.

31. meanestgenius

Posts: 21784; Member since: May 28, 2014

That's untrue and you know it. BlackBerry's brand is way above that. I understand that you're just trolling, but let's be serious here.

34. PenTiltoKet

Posts: 552; Member since: May 18, 2016

If BB brand value is above that, they would be selling the PRIV like a hot cakes, and be in the top 5 smartphone vendor. ... but... reality sucks... i know.... bb being in the number 50th of smartphone maker with 0.15% market share really show that BB brand value is perhaps EVEN LOWER than micromax.

7. meanestgenius

Posts: 21784; Member since: May 28, 2014

You make some excellent points. However, BlackBerry keeping the hardware keyboard allows for a some things which are important to BlackBerry: It allows for differentiation. It alows them to keep their core audience happy, which is enterprise and government. Chen has stated that enterprise and government have repeatedly told him to never do away with the physical keyboard. It allows BlackBerry to keep the faithful BlackBerry users happy. I know that's a small audience, but it really wouldn't be in BlackBerry's best interest to alienate any more faithful BlackBerry users.

10. Subie

Posts: 2356; Member since: Aug 01, 2015

I agree - the physical keyboard does have its fans, and I absolutely loved the implementation of it on the Passport. I was just shocked by the commercial not even mentioning the slide out keyboard and it's features, while pushing the virtual one instead. Unless they feel that most consumers might not understand that the phone is capable of both...

13. meanestgenius

Posts: 21784; Member since: May 28, 2014

True. Those who don't know of the PRIV may only believe it just has a very capable virtual keyboard. I think part of the reason for focusing on the virtual keyboard is because there has been so much focus on the PRIV's physical keyboard in the past, so they wanted to showcase the virtual keyboard this time around.

26. PenTiltoKet

Posts: 552; Member since: May 18, 2016

That's because the small thumbboard is a hype. Nobody cares about it anymore, so it doesn't deserve to be highlighted.

2. johnh3

Posts: 142; Member since: Aug 23, 2012

It was a nice ad. Priv is very expensive, and I understand that the next BlackBerry will not have physical keyboard. So the price should be much better.

3. kylebelle

Posts: 74; Member since: May 03, 2016

its gotten very cheap

6. Mxyzptlk unregistered

It should have been cheaper.

8. meanestgenius

Posts: 21784; Member since: May 28, 2014

The PRIV is a very capable handset, and those of us that have actual experience using the virtual keyboard from BlackBerry can attest to how good it actually is. In addition it's unmatched security (with the exception of a BB10 handset), BlackBerry has done a pretty good job with the availability of the PRIV, especially making it GSM unlocked so it can be used on most carriers around the while being able to take advantage of full network features. It's also good that their is a CDMA version for the largest CDMA carrier in the world (Verizon, even though they are phasing CDMA out soon), so those on that network can get a PRIV should they so choose. Couple that availability with the recent price drops, and now is an excellent time to take advantage of picking up a PRIV.

40. Mxyzptlk unregistered

A. CDMA isn't dead TODAY, so that's obviously wrong. B. It would be the same thing if you tried to bring a GSM unlocked phone onto Verizon. Honestly, you have no argument whatsoever on why universally unlocked phones shouldn't be a standard. C. Verizon is a terrible carrier.

44. meanestgenius

Posts: 21784; Member since: May 28, 2014

A. CDMA is dying. That's a FACT. B. Universally unlocked will NEVER be the standard, especially since CDMA is dying and GSM unlocked phones have to much of a grip on the unlocked smartphone market. C. Stop trying to pick a fight that you never win and go seek your weekend entertainment elsewhere.

11. EC112987

Posts: 1215; Member since: Nov 10, 2014

Got my priv yesterday and so far I Love it. Only issue with me is that the Att version hasn't gotten marshmallow. Besides that it's been great so far

12. meanestgenius

Posts: 21784; Member since: May 28, 2014

That's AT&T for you. I have an AT&T branded PRIV as well, but it's unlocked. AT&T put a Marshmallow beta that you might still be able to take advantage of. I have it on my PRIV. Let me see if I can find the link for you...

41. Mxyzptlk unregistered

So you're admitting that it's the carrier fault now? So next time I say universally unlocked, you know that it's a carrier thing about these so called features that are limited?

45. meanestgenius

Posts: 21784; Member since: May 28, 2014

Not releasing a software update due to carrier testing and universally unlocked phones not being able to take advantage of all network settings (whether the carriers fault or not) are two totally different things. You're comparing grapes and cashews. And you're desperate to pick a fight. It must be Friday, because you need something to occupy your weekend. Stop hanging on my every post looking to start trouble. It's lame and immature. Now seek your entertainment elsewhere. I'm done with you here.

48. Mxyzptlk unregistered

I don't see what's so different because they both involve the carrier. It's only different because you know I'm right about the carrier being the problem. #Comment46

14. meanestgenius

Posts: 21784; Member since: May 28, 2014

There is a link in this article where you should still be able to sign up for the Marshmallow beta: And I need to make a correction: It was BlackBerry that out out the PRIV beta for Marshmallow, not AT&T.

21. EC112987

Posts: 1215; Member since: Nov 10, 2014

Yea I saw it but it's too late..ill just keep waiting thanks!

23. meanestgenius

Posts: 21784; Member since: May 28, 2014

Damn, the sucks. Well, I tried.

16. AgentZero

Posts: 314; Member since: Aug 16, 2014

another phone with great potential that got destroyed by snapdragon processors and bad marketing ...

17. Darkkracker

Posts: 255; Member since: Jun 11, 2016

No phone can save bb. They are like a lost ship at sea.

20. meanestgenius

Posts: 21784; Member since: May 28, 2014

People have been saying that about BlackBerry for over five years now. While the company MAY stop making smartphones one day, the company itself will still be in business. BlackBerry is much more than a smartphone maker.

28. PenTiltoKet

Posts: 552; Member since: May 18, 2016

They look like they were on the ship ruin drifting on the sea.

* Some comments have been hidden, because they don't meet the discussions rules.

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