BlackBerry, the five million dollar gamble for the Superbowl 2013 commercial has now been written into the history books as their very first ad for the the BlackBerry z10. Now Research in Motion is no more but out of their ashes arose BlackBerry. As the new and improved company for 2013 they started by releasing their latest BlackBerry smartphone.
Their Superbowl ad aired for the first time Sunday to highlight the BlackBerry z10. It was a quick thirty second spot with a catchy blues tune that showed a young man walking while using his phone and various things happened to and around him. There are a few closeups on the BlackBerry z10 and the young man using it, but the majority of the spot is focused on heavy special effects.
The young man in the commercial gets lit on fire, grows elephant legs, dissolves into dust, emerges from a manhole cover, and dissolves a semitrailer truck filled with gas. All we are to believe with the help of BlackBerry z10. Then the voice over tells us, "In thirty seconds it's quicker to show you what it can't do." The commercial ends up with a link to the BlackBerry z10 website to see what it can do for you.
It was not the best Superbowl ad for a smartphone that I have seen. If you blink while watching the commercial you may not even realize it's even about a smartphone. The phone is not heavily featured throughout the commercial or in closeup. The most direct closeup you receive of the Blackberry z10 is the final image directing you to the BlackBerry website. It does not entice the viewer about purchasing the phone in the slightest. BlackBerry decided to make the commercial as minimal as possible and hoped customers would visit their website to find out more. Nice try BlackBerry but I am not impressed.