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BlackBerry’s CMO Talks About Their Super Bowl Debut

Message from BlackBerry CMO Frank Boulben on the Big Game - YouTube-000122

BlackBerry had their official Super Bowl commercial kickoff yesterday and now we have the details on the commercial. BlackBerry’s CMO Frank Boulben also sat down for a quick message about the commercial in the video below. Boulben explains why they took the direction they did with the commercial though I want to hear more about their follow up strategy. Check out the details below:


February 3, 2013 – Tonight, BlackBerry made its Super Bowl debut in New Orleans as part of the launch and global rollout of the BlackBerry Z10 and BlackBerry Q10 on the new BlackBerry 10 mobile computing platform.

“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,” said Frank Boulben, Chief Marketing Officer, BlackBerry. “We wanted to let people know that BlackBerry is back and that BlackBerry 10 is worth checking out. People can find out for themselves the amazing things that the totally re-designed, re-engineered and re-invented BlackBerry 10 can do at”

Below are additional details about the 30 second commercial, including a link to a “behind the scenes” video:

  • Creative Agency: The BlackBerry 10 Super Bowl spot was created by AMV BBDO
  • Production: The commercial was shot on a back lot in Los Angeles over the course of three days, capturing as much in-camera content as possible. This includes the jack-knifing truck and puff of smoke. Special effects also played a large role, particularly in the elephant legs, flames and duckies scenes. 
  • Direction: Peter Thwaites served as Director for the commercial
  • Music: "Who Knows" by Marion Black

BlackBerry will continue to engage with consumers, fans and followers through additional post-game digital and social activities designed to encourage visits to for more information on what BlackBerry 10 can do:

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  1. I’ve watched this a few times, and it’s “ok”. Certainly it gets a message out there.

    I am looking at it from two different prespectives: what you see is what you get being the first. From that perspective, the elephant legs confuse the heck out of me – that scene doesn’t actually resolve, it just… disappears. Looks like a bad jump edit.

    But if I consider possible symbolism and have a bit of fun…

    … the fire, combined with the guy’s “oh come on, gimme a break” expression refers to Elop’s “burning platform” memo.
    … the elephant legs – the elephant in the room of course. The very notion that blackberry is old, stodgy, and outdated – brushed off with an amused expression.
    … the color poof – notice the slight “wtf” expression here… and are those google colors? An exact match, except that it’s missing green. Still – assuming it’s an oblique reference to android, he’s just brushing it off and moving on – not important, just a nuisance.
    … the duckies, of course are apple – competition coming like an unrushing truck, nothing more than “toys” getting squashed underfoot.

    ^— yes I know. Reading waaaaaaaay too much into it – but it works if you stretch it! Basically thumbs its nose at every major platform – including old blackberry.

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