Poll: What’s the verdict on BlackBerry’s Super Bowl ad?

BlackBerry‘s first Super Bowl spot – pushing the campaign for its new BB10 platform into high gear – has come and gone. What did you think?   What did you think of BlackBerry’s Super Bowl spot? As we reported last week, the commercial doesn’t match the strategy or esthetics of the main “Keep Moving” campaign. […]

BlackBerry‘s first Super Bowl spot – pushing the campaign for its new BB10 platform into high gear – has come and gone. What did you think?


 

As we reported last week, the commercial doesn’t match the strategy or esthetics of the main “Keep Moving” campaign. The ad, from AMV BBDO, is meant as a one-off, attention-getting execution to re-spark U.S. interest in the brand.

Also, with none of its new BB10 products available in the U.S. until mid-March (no specific date has been made public), consumers won’t get hands-on with the Z10 or Q10 phones for, presumably, six weeks at least. Frank Boulben, BlackBerry’s CMO, told Marketing he felt it “didn’t make sense” to have that kind of gap in the “Keep Moving” campaign. Instead, the Super Bowl spot pushes viewers to BlackBerry.com/Z10, where they will be able to watch supporting media such as product demo video.

The succes of the spot, Boulben said, will “absolutely” be measured by traffic to BlackBerry’s digital properties and pre-registrations for the Z10 and Q10 phones.

Why didn’t BlackBerry follow in the footsteps of so many other Super Bowl advertisers and tease/preview its ad? “I wanted to keep the element of surprise,” Boulben said.

Vote in our poll, and post your thoughts on the #BBLaunch in our comment section.

Brands Articles

Whole Foods exec: No tattoo shops planned for new chain yet

Company says partner vendors in small format chain will be diverse

Leon’s reinvents itself for generation Instagram

The retailer is re-upholstering its brand for millennial shoppers

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

A weekly update of who's headed where in Canadian marketing and communications

Facebook Canada opens new HQ’s doors to non-profits

Heart & Stroke and others share how they're using social in marketing

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope

Taco Bell hunts for a Snapchat host

The QSR is building its Snapchat presence with weekly fan-created stories

Frank & Oak takes its storytelling to new heights

Menswear retailer partners with Toronto photographer on its latest campaign