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:
BLACKBERRY’S SUPER BOWL DEBUT
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 www.blackberry.com.”
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 BlackBerry.com for more information on what BlackBerry 10 can do:http://us.blackberry.com/smartphones/blackberry-z10.html