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RIM Shares Two More Commercials from their Be Bold Campaign


We know that RIM is making a big push in the US with a new Be Bold campaign and we are seeing more of it every day. Adam @CrackBerry noticed that RIM has posted up two more short ad clips of their Be Bold campaign on their YouTube channel today. These new ones stick with the Be Bold concept but have fun taglines like “I need tools, not toys” and “I am about action, not distraction” that play to RIM’s communication powerhouse strengths.

Check them out below and let us know what you think! Better yet let us know if you see them airing!

And the second one

9 total comments on this postSubmit your comment!
  1. I like these commercials. They get across the message while showing off some of the aspects of the device.

    However, i wish that for once, RIM could put together a commercial where the person using the device wasn’t a small business owner/entrepreneur/somebody doing their job…

    • They’ve done commericial with kids/ young adults in their Love what you do commercials.

      Also the Night Bike commercial has nothing to do with business.

      What I wish is for clever voice overs that actually say, Facebook, twitter, BBM. Linked in etc. Pack more into the 30 sec.

      • Agreed. They need a distinct narrator voice that describes the qualities of the Blackberry and at the end says: Be Distinct, Be Bold.

  2. I was kind of hoping to see a new strategy – this is the same thing they’ve been doing for a couple years now. It’s good to hear how people use the device… but that doesn’t necessarily let people relate to the person speaking.

    I’d rather see more focus on the capabilities of the phone and less on the people using it. While these ads do include *reference* the capabilities, they don’t focus on them. They require the viewer to mentally translate ‘okay he can do this, what does that mean for me’ — and for the most part, they’re not going to bother.

    An example: they reference BBM in that first ad, but it doesn’t mean anything. It’s completely without context – so unless you already have a BB, you’re not going to know what BBM can give you. If you pay attention, you *might* be able to infer it’s some kind of messaging app, but that’s it.

    That said, I’m hoping that this is an interim campaign and that we’ll see some changes as the year goes on.

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