BlackBerry 10 Ad a Winner with Super Bowl Fans
BlackBerry might have spent as much as $4 million on a Super Bowl commercial that showed what its new Z10 smartphone can't do.BlackBerry, during Sunday's Super Bowl, kicked off the second major phase of a three-part marketing campaign designed to rouse enthusiasm for its new BlackBerry 10 operating system and Z10 smartphone, which several carriers in the United States will begin selling in March. The 30-second spot during the third quarter, rumored to have cost as much as $4 million to air—shooting the ad, which took place on a back lot in Los Angeles over three days, no doubt had its own oversized bill—didn't even attempt to show off the features of the smartphone or its long-awaited OS. It didn't even show the phone in close-up until the 28th second. The ad opens with a man exiting a store with his new Z10 and quickly bursting into flames—which he extinguishes with the Z10. He then evaporates into a colorful cloud of smoke, grows elephant legs and looks up to find a jack-knifed tractor trailer sliding toward him—all problems he addresses with his new BlackBerry. "In 30 seconds, it's quicker to show you what it can't do," says an announcer, as the truck magically transforms into so many squeaky rubber ducks.
"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 the Super Bowl ads to showcase what BlackBerry 10 can't do," Frank Boulben, chief marketing officer at BlackBerry, said in a Feb. 3 statement.