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Video: BlackBerry’s Super Bowl ad


After a couple teases with still images, BlackBerry officially unloaded their 30-second commercial during the Super Bowl tonight. Instead of focussing on what BlackBerry 10 and the new BlackBerry Z10 can do, the Waterloo-based company did a bit of reverse psychology and decided to go the route of what the device CAN’T do – such as “turn a truck intro rubber ducks, turn a man into half-elephant”. They did however remind the masses in the description that BB10 can “turn back time when editing photos, house all of your messages from every single account in one hub, and access data, apps and contacts in work mode or personal mode, all on one device with BlackBerry Balance on BlackBerry 10.”

Check it out below, apparently the spot cost about $3.8 million… let us know your thoughts on it.

Source: YouTube

  • Greek

    Alright…I guess

    • nikita

      Cool ad

    • Just Saying

      Did they fix the calendar syncing?
      Or we are holding it wrong!

    • Brad F

      so they spent 3.8 million on showing what the phone doesnt do, sounds like a good deal. lol @ blackberry marketing.

    • GrapeApeJr

      that image looks like a change p3nis

  • hwllonewwoeld

    My cousin in india already has bb10

    • Just Saying

      Ya you are right because your cousin is the CEO of BB

    • Bravo – Bravo – Zulu – 1 – 0

      Knowing how things work down there, it’s surely a fake Z10.

  • Raid

    Not the best superbowl commercial but pretty decent nonetheless.

    It’s too bad it aired just when the power went out though lol.

  • jess

    the ducks give it a nice touch :)

  • yoda

    Awesome ad!!!

  • EvanK

    I hope that the Canadian adverts at least call it the “Zed” 10, not the “Zee” 10.

    • Tyler

      I watched it on CTV and they indeed said “ZED” 10. Good job, BB.

  • Jon

    I think it’s pretty ball-sy for them to push this kind of risk-y advertisement. Little bit Samsung-y. I think it’s more than just oka-y. It’s good.

  • Kid.Canada

    Too bad CTV hijacked the CBS feed and we’re missing out on the good commercials including this one. Eff u Bell!!

    • Carol Bream

      They’re all on the web already anyway. The BB one was ok but not all that great. Kind of over promises. Anyway…

  • Miknitro

    Lol Kool.

  • DMan

    I think they should hae extended this one: ww.youtube.com/watch?v=bVO8o_PKvVg

  • Mr Dobolina….Mr Bob Dobolina

    The Mashup on youtube by pixelcarve is waaayyy better. It should have been the official ad!!!

    • Sgt.Romanov

      I agree , I hope they use this one more to promote BB , but the Super Bowl ad is pretty good though

  • anonymous411

    Blackberry ZEE-10…
    It’s a Canadian company, so it should be ZED-10!

    • Tyler

      That was the US commercial. They said ZED 10 in Canada (at least the commercial I watched said it).

  • guy

    meh just another example of a mediocre Superbowl commercial. Something id expect on Canadian television. Disappointing RIM..wait Blackberry

  • Yeas

    If they were going to be make a commercial for everything the Blackberry can’t do, they should have shown it making money.

    • williamworlde

      Hey, I like the product and the advertisement, but that is a smart/funny comment!

  • Nos

    ^Troll

  • Sweet

    CTV is playing the ad now.

  • Sweet

    And yes, they pronounced it ZED10 and not ZEE10. It was followed by Bell’s Z10 commercial. Nice.

  • Sweet

    And yes, they pronounced it ZED10 and not ZEE10. It was followed by Bell’s Z10 commercial.

  • Hank

    Is it just me or that screenshot looks like a certain body part on males

    • Sweet

      It looks like a key shape to me.

  • Todd

    LMAO LOL. RIM (Blackberry) should of kept that $3.8 Million cause thats gonna bite them in the @ss when their new BB10 Devices don’t sell, and they’ll need that money to stay afloat to help them stay away from filing bankruptcy soon. Blackberry’s new BB10 devices suck. No wonder their stock is nearly at $0. LMAO LOL.

  • jjj

    Uh…I think the night bikes were more informative than this ad.

  • Keith

    3.8 million–that is one of the most expensive Canadian movies ever made.

  • hahabya

    Who cares what u can do if u can’t do what I want u to do – good luck BB, u need it

  • OU812

    I liked it, subtle yet simple. I think this ad is focused primarily for non berry users. IMO.

  • JohnN

    Several of the comments here reinforce what I heard quite some time ago:
    Some people just ain’t happy until they’ve got something to be unhappy about . . . .

  • Team BB

    You guys do realize, that it’s rated as the #1 Super Bowl ad on NFL.com right now right?!?! Go team BB!

  • Sweet

    The commercial tried to do exactly what it should have done: get your attention by entertaining you so that you’ll try to find out more about BB10.

    Since all the other ads were trying to entertain you, which is what people were expecting the Super Bowl commercials to do, any commercial that tried to be informative would have been seemed boring and stodgy.

    Now that the Super Bowl is over, they should start running the PixelCarve commercial, either instead of the SB commercial or in addition to the SB commercial.

  • Sgt.Romanov

    liked it , alot :)

  • Raptor

    Conspiracy at NFL. They removed the BB10 ad from from their site. Nowhere to be seen on their site. Now the top rated commercials started from number 2. Where is number 1 commercial, NFL? Looks like American, whether it is media or blogger or the government, they all don’t want Blackberry to success. Ultimately the power of people will make it success.

  • WP74Life

    This one was x100 better than the samsung one.

  • iPhone User.

    I think it’s a neat ad!

    I’m holding out for Blackberry!

  • pacalis

    French circus nonsense. How this is going to capture the US or corporate market is beyond me.

  • Koala MeatPie

    ZED 10! ZED not ZEE! Canadian! HUMBUG!

  • OgtheDim

    Apparently organizing a campaign to vote for this ad is not allowed.

  • notmything

    I’m for supporting Canadian products, but I don’t think leaving out highlights of the new Blackberry OS was smart. I don’t find this commercial intriguing, quarky or informative. And, because of that, I’m not interested in looking up any additional information on BB. Leave it to the people who are diehards, I don’t think this ad will help them reel in new customers, just keep the ones who have been loyal. It’s got a lot to compete with, they really should of showed it off more instead of go for the quarky angle.

  • williamworlde

    Fricking Brilliant!

    Oh btw, I fondled one of these over the weekend; nice. It has a rugged case that would definitely appeal to the road warrior. I hope the innards prove to be just as good with time. I really hope “we” can recapture those corporations that shifted away these past couple years.

  • Kyle

    $3.8M that could have gone into the platform in the form or R&D.
    Hope it works out for them.

  • kayn

    That ad spot was a waste of Blackberry’s dwindling cash and my somewhat valuable time.

  • blackprince

    That ad was terrible. Waste of time and money.

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