Yesterday, BlackBerry made its Super Bowl debut in New Orleans as part of the launch and global rollout of the BlackBerry Z10 and BlackBerry Q10 on the new BlackBerry 10 mobile computing platform.
Created by AMV BBDO, the commercial was directed by Peter Thwaites and shot on a back lot in Los Angeles over the course of three days, capturing "as much in-camera content as possible," BlackBerry says. Check out the spot on YouTube above.
“In our debut appearance at the Super Bowl we knew that it wasn’t feasible to communicate the rich experience of BlackBerry 10. We decided to use the light hearted spirit of Super Bowl ads to showcase what BlackBerry 10 can’t do,” explains Frank Boulben, Chief Marketing Officer of BlackBerry. “We wanted to let people know that BlackBerry is back and that BlackBerry 10 is worth checking out."
So far, the video has 172,000 views with 89% likes. Not bad considering BlackBerry published the video after the Super Bowl instead of before (companies who post the ads online in advance of the big game average 600% more views).
Will BlackBerry's ad work? It's garnering critical acclaim, but all we can think of is what Marion Black sings in the opening moments of the commercial: "Who knows what tomorrow will bring?" For BlackBerry, this couldn't be more true.
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