BlackBerry Super Bowl ad goes with humor instead of technology

BlackBerry Super Bowl ad goes with humor instead of technology
The eagerly awaited Super Bowl ad for BlackBerry was revealed during the game, and it showed that BlackBerry decided to go with humor instead of technology. The Canadian based tech company said that it wanted an ad that everyone would remember the next day when they were talking about the game. BlackBerry said that it wanted to show everyone that "BlackBerry is back," said CMO Frank Boulben.

The point of the ad is that there are so many things that BlackBerry 10 can do, it is easier to show what it can't do...like set you on fire while you are walkimg, or turn a jack-knifing fuel truck into a large number of harmless orange balls. Some of the scenes from the ad had already been teased by BlackBerry.

We have a real treat for you tonight. First, we have the actual ad for you to watch, and then we have some comments on the commercial from BlackBerry's CMO Frank Boulben. Whether you caught the ad when it was aired, or have yet to see it, click on the video below to watch it. Based on the official comments from BlackBerry, we would expect future ads to show off the new OS and the new phones.

source: BlackBerry(1), (2)



Related phones

Z10
  • Display 4.2" 768 x 1280 pixels
  • Camera 8 MP / 2 MP front
  • Processor Qualcomm Snapdragon S4 Plus, Dual-core, 1500 MHz
  • Storage 16 GB + microSDXC
  • Battery 1800 mAh(10h 3G talk time)

FEATURED VIDEO

35 Comments

1. protozeloz

Posts: 5396; Member since: Sep 16, 2010

Oh that was lame, even lamer than the Samsung add... no on wonder a blackout happened

5. wendygarett unregistered

I thought iPad mini ad is the lamest?

7. TerryCrowley

Posts: 194; Member since: Jul 31, 2011

You thought wrong.

27. tech2

Posts: 3487; Member since: Oct 26, 2012

Seriously ! You think an ad playing a piano app for entire 30 seconds is better than this ! FYI, this ad is ranked no.1 on NFL website

38. ZeroCide

Posts: 810; Member since: Jan 09, 2013

That has to be a RIM marketing ploy... There were waaaaaayyyyy better comercials than that one.

31. protozeloz

Posts: 5396; Member since: Sep 16, 2010

I haven't used the word lamest have I?

15. Xtasy

Posts: 284; Member since: Jan 13, 2013

This Ad is the top rated ad out of all of them...So even if u think it was lame they got what they wanted out of it. Simply to get peoples attention

23. idroidequis

Posts: 103; Member since: Jan 23, 2013

You obliviously didnt see the Tide ad. Best ad of the night.

25. pyradark

Posts: 895; Member since: Jun 10, 2012

it get attention, but not to make people buy it... but im interested on Q10

28. Xtasy

Posts: 284; Member since: Jan 13, 2013

Its not about getting people to buy it! Its about getting them curious to finding out what the new blackberry can do and what its all about Lol u know nothing about marketing

32. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

I don't understand what they want to say in these advertisement...

33. protozeloz

Posts: 5396; Member since: Sep 16, 2010

According to this advertisement blackberry could be the same old, there is nothing to show ....

35. tech2

Posts: 3487; Member since: Oct 26, 2012

They are saying that the new Blackberry can do so much that it is not possible for us to demonstrate everything in 30 seconds. So, instead we will show you what it can't do thereby implying it does almost anything.

2. Fuego84

Posts: 357; Member since: May 13, 2012

Funny stuff let hope the OS isn't as laughable.

3. belovedson

Posts: 1060; Member since: Nov 30, 2010

Its hard to compete against the commercials following blackberry.

4. nwright94 unregistered

You wrote "turns truck into harmless orange balls" they were rubber ducks, not balls.

6. jroc74

Posts: 6023; Member since: Dec 30, 2010

I even posted in the last BB SB ad article it was rubber ducks...lol. I had nothing else to do, the power went out.

8. Cha7520

Posts: 222; Member since: Oct 31, 2010

WOW...that ad was sad!

9. Azure01

Posts: 127; Member since: Aug 16, 2011

Wow, that was seriously a waste of roughly 3.8 million dollars. I hope this device sells well for them but I doubt that commercial will be the reason.

10. jroc74

Posts: 6023; Member since: Dec 30, 2010

I thought it was clever. If anything...it will have you guessing until the very end WTH its about. That type of marketing worked for that Cloverfield movie.

12. bovcrx

Posts: 109; Member since: Mar 06, 2012

I am disappointed in the ad as well, but I will still get a Z10 in March. Seemed like a easy way out because they didn't want to just show "hub" all day

13. XPERIA-KNIGHT unregistered

annnnnnnnnnnnd baltimore wins!

14. jcpwn2004

Posts: 314; Member since: Jan 18, 2012

it was a good idea but poorly executed. BB needed to really stand out and failed with this ad. Pretty much everyone I was watching the superbowl with was just like huh? Then proceeded to go back to using their iphones.

24. idroidequis

Posts: 103; Member since: Jan 23, 2013

Lol yep same exact thing. It did not in anyway introduce how the os or phone works. People arent gonna buy something they dont know how to use

16. Jphones

Posts: 256; Member since: Feb 10, 2012

that was horrible people who arent tech savy will not care did nothing to attract tthe casual consumer

20. jroc74

Posts: 6023; Member since: Dec 30, 2010

Uh...it wasnt a tech saavy commercial. IMO it did attract the casual consumer...by being funny, colorful. I think some of yall are missing what this ad could do. It was a SB ad. Majority of SB ads are funny. The SB ads this year were probably the worse in about 10 years. This might be one of the few ads that stood out this year during the SB. It was funny, and colorful. It didnt explain what it was about until the very end. That appeals to people's curiosity. I cant believe we all saw the same commercial....lol. Oh well.

26. Jphones

Posts: 256; Member since: Feb 10, 2012

really a marketing rep that was horrible advertisning. never want to confuse a consumer on new products

18. bovcrx

Posts: 109; Member since: Mar 06, 2012

Why the F wasn't Alicia Keys in the commercial? People would have paid more attention since she did open up with the National Anthem. Pffft elephant legs

21. jroc74

Posts: 6023; Member since: Dec 30, 2010

She was there in a way.....she was in the phone. Maybe she will be in a future one.

22. bovcrx

Posts: 109; Member since: Mar 06, 2012

You do have a point, but it would have made more of an impression if she was the one running around with the Z10

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.