Monday, February 04, 2013

Can't do: BlackBerry's first Super Bowl ad shows what the Z10 cannot do, not what it can do

BlackBerry (nee RIM), aired its first Super Bowl ad on Sunday, during Super Bowl XLVII, and the company decided it was better to show viewers what the BlackBerry Z10 and BlackBerry 10 OS could not do, rather than what it could do. So that's what they did, squeaking in just before Sunday's Super Bowl XLVII blackout.

The ad, embedded below, makes clear the following points. Actually, it makes clear few points.

The first thing that happens is that the user bursts into flames. We assume that means the Z10 can't be used to commit arson.

Then the user suddenly has elephant legs and feet. We're guessing that means the Z10 cannot be used to morph a person into a half-animal.

Next a fire hydrant explodes. The Z10 cannot create explosions in fire hydrants.

It also can't be used to explode the user into a multi-colored puff of smoke, after which he is teleported underground so he can emerge from a manhole.

Neither, it seems, can the BlackBerry Z10 turn a semi that is sliding toward you into a puff of yellow bathtub ducks.

In a press release, BlackBerry chief marketing officer Frank Boulben said:
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. We wanted to let people know that BlackBerry is back and that BlackBerry 10 is worth checking out.
Watch the ad for yourself and decide. To us, it seems like -- perhaps -- the ad was rushed. At any rate, it is far, far below something that Apple, or even Samsung would produce.

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