Blackberry’s Z10 Super Bowl ad fell a bit flat. The brand chose to focus on what the phone can’t do as opposed to what it can do. The trouble with that concept is that Blackberry has become known as a phone that can’t do anything. Couple these two things together and you’re left with “why would I buy a phone if I have no idea what it does?”
Yesterday, the brand released a new commercial called Keep Moving that intersperses the things people do every day with how the phone fits into those activities. Unlike the Super Bowl ad, it leaves nothing to the imagination. Features and functions are illustrated in relationship with daily needs and activities.
Why the brand chose to run the Can’t Do commercial instead of this one is a bit of a mystery.
The Super Bowl Ad:
