BlackBerry's top-rated Super Bowl Commercial, revisited

By Kevin Michaluk on 31 Jan 2014 10:04 am EST
5
loading...
0
loading...
45
loading...

Yesterday was the one year anniversary of the official launch of BlackBerry 10. We're also coming up on the one year anniversary of BlackBerry's first-ever Super Bowl commercial.

This Sunday the Broncos will be battling it out against the Seahawks in Super Bowl XLVIII, and this year there will be no new Super Bowl commercial from BlackBerry. In lieu of a new one, I figured we could take a look back at last year's commercial.

Reactions to BlackBerry's Super Bowl commercial were extremely mixed. In our follow-up poll, 15% of you loved it, 25% of you thought it was "good enough", 31% of you thought it needed to be more aggressive, and 27% said WTF was that?!. Oh yeah, and 2% thought it needed more Hollywood. Speaking to many BlackBerry employees around and after that time, apparently even internally the reactions to the commercial were mixed (there was some debate about whether or not to follow through and air it).

The day before the Super Bowl BlackBerry spot ran, we interviewed BlackBerry's Chief Marketing Officer, Frank Boulben, who gave us the skinny on the commercial. One of the questions I asked Frank was about choosing to market the Z10 in the commercial (which wouldn't be available in the US right away), vs. marketing the re-launch of BlackBerry and the BlackBerry 10 platform. Frank's response:

30 seconds is not a lot of time to get a message across. People buy products, not platforms, so focusing on the new Z10 was key. Marketing BlackBerry 10 would not have the same ROI attached to it. 

In contrast to BlackBerry's Super Bowl commercial, around CrackBerry, it felt like more of our readers were fans of the pre-Super Bowl BlackBerry commercial that was put together by Toronto-based web design agency, Pixel Carve. This commercial was much too long to actually be a Super Bowl commercial, but definitely delivered a POWERFUL statement about the return of BlackBerry to the land, and what the company's core values are. Funny enough, it's the same core values that new BlackBerry CEO, John Chen has been referring to - Security, Productivity and Communications. That IS BlackBerry's DNA. You can hit up the video below:

Even though the CrackBerry fan favorite may have been the unofficial BlackBerry Super Bowl commercial, after the real commercial aired it actually went on to become the #2 top-rated Super Bowl commercial on NFL's website (Coca Cola's commercial beat it out for #1; Samsung in comparison ranked #29). Of course, the CrackBerry community rallied together to help with the voting and we drove the commercial up to achieving #2 status! :)

While there won't be a BlackBerry Super Bowl commercial this weekend, the question now is, do you think we'll ever see BlackBerry do another Super Bowl commercial?? Let us know in the comments. And enjoy the BIG GAME this weekend!

Reader comments

BlackBerry's top-rated Super Bowl Commercial, revisited

190 Comments

should have gone with this commercial instead of last years fiasco.

I doubt blackberry will ever have another superbowl commercial. It's not the right target audience anymore.

Oh yeah, I think that ship has sailed, for sure. :). BlackBerry just isn't a mass market consumer oriented company - never was. If anything it's a relief (personally) that they gave up trying.

I also loved the pixel carve 'commercial' waaaaaaay more!

Posted via CB10

+1000

That horrible commerical last year was worse than awful. Yes BB10 is a great consumer phone, now that they opened up the Android ports. But it has the potential to be the best secure phone if they let us manipulate the security settings on those .apk installs and let us lock down messaging if we want.

I totally agree.. The commercial that aired did nothing to move or connect people with the Zed10 or BlackBerry.. and it never aired again, instead they had came up with a completely new ad campaign for when they launched.. WTF! No surprise Frank B is no longer there.. The pre-Super commercial did what a commercial should do. It moved and connected people with product or in the case what was to come. I know it was longer then the 30 second, but they could have take bits of that and then chopped up the entire ad and used pieces of it over an entire campaign.. Unfortunately marketing was once again a BlackBerry epic fail.

Posted via CB10 using my Zed30 check out my channel @ C00121C1B

30 seconds isnt enough? Tell that to Apple, Sony, Samsung, Bud Light, Turbo Tax, Coca-Cola and every new Marvel and DC Comic Movie coming out!!! Heck, I already know the whole plot that is going to happen in all the movies because 30 seconds is to much time! Oh dont forget Toyota and the Muppet's too!

SMH someone slap Frank B. please... or get him off the marketing department/team.

Blouse!

It was brutal. Only to be outdone by the horrible BlackBerry commercials to follow with the guy sliding through mud. Like BlackBerry did for the past year.

CB10 from the Z30

Yeah, those were really awful. As a BlackBerry fan, I was left wondering each time I saw one of those ads. They didn't really show anything at all. How could you expect someone to buy the phone when you don't show any of the features properly?

Same here. Never seen it before. Way better than that weird one BlackBerry went with. Should have contacted the people behind this one and pared it down to thirty seconds. Probably using more of the latter part of the video showing the phone and BB10 in use. Also, they should use actual names for their phones, such as Jakarta. They could bring back the "Bold" name for qwerty phones and something new for the full touch screen models.

Posted via CB10

No-ooo kidding. It's not like I have a lot of time to sit around watching the Idiot Box, but why have I never seen these two very well-done commercials..? The Super Bowl bit didn't hit the mark for me, but the other two were both persuasive and consistent with the message Chen is trying to push now.

Posted via CB10

The reality is that people still don't know what bb10 can do! QNX is light years beyond iOS and had miracast before chromecast! BlackBerry has dropped the ball hence the increasing drop in market share!

Posted via CB10 on z10.2.1.176

Uhm, Actually Frank - people ARE buying the Platform The phone is just a delivery vehicle. That's why everyone refers to Blackberry vs. Android v. Apple virtually without exception in general terms. Iphone fans are I-phone fans, not Iphone 5S fans. I'm a blackberry guy, not a Z30 guy....

Exactly. It was the launch of a new platform. It was all about the platform. But Frank decided to advertise a mediocre device... and Thorsten did not get it as well. He did not stop the nonsense.

It's an honor to be 1st..

The commercial by pixel carve was way you better imo. If blackberry was doing well the super bowl ad would have been just gold to use

Posted via CB10

Well don't be too honored, since you didn't get first!!! And this is why saying first is stupid... because you don't get it and now look, you don't look so cool....

yes it's the ignorance of trying to be cool and saying first.... really the stupidest thing on the internet... All firsties should be shot dead

That's not very nice. Such anger and hatred towards five letters. Maybe a mod should look at this... but I doubt it.

Stop, drop, and roll.

but see, there has been peace all week long and not many stupid first posts at all, because the mature people respond to the article first and don't have to say first at all (like myself)Which makes them cooler than the people that think they have to say first.

All true but should they all "be shot dead" like you requested?

That's seems a bit excessive and very graphic.

I though this was a site where personal attacks and comments including violence weren't tolerated? I guess not.

This issue is clearly a one way street.

Stop, drop, and roll.

To be honest, if you are checking Crackberry a hundred times a day to be first, or to call the firsters cunts, they the good ship 'cool' sailed loooong ago......

Posted via CB10

I'm with you. I just feel bad for the people that type that magic and censored word when people here rip them to shreds. There's a lot of "first shaming" around here.

Stop, drop, and roll.

time to feed the troll First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!!

Seriously, The second commercial should have been used in the SB.

+1st. on the zee whole firstie beschivitz.

Pixel Carve video...awesome.

Peugeot 505 STI» Peugeot 405 Mi16» Honda S2000»...Chevrolet Corvette C7

Grim; you're back. I thought you might have gone to iOS, due to the newly found peace and quiet in the comments section.

*sigh*

Posted via CB10

First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!! First!!!!

Very interesting, great look back, that's what they have to focus on, FUNCTIONALITY.

Sent from my great STL100-1 white Z10 via CB10. 10.2.1.537

BlackBerry needed more real time use.
Maybe an over the shoulder camera view.

But don't reveal the name until the last seconds. Everyone would be thinking iPhone or Android.

A visual upper cut and right cross to the senses.

Shock the hell out of the public .....WTF

A BLACKBERRY!!!????

Posted via CB10

I agree, there are many, many ways the official ad could have been better. Unfortunately Boulben approved that waste of advertising dollars. Of course we need to mark an assist to the advertising company that dreamt it up.

Posted via CB10

Looking back IMO it was not a very good commercial. Despite being number 2 most viewed and owning the Z10 the first week it launched in Canada, I thought the commercial lack connection to the users. As corny and funny Samsung commercial felt, it made people realize and relate to what they can do with the phone. I know the commercial is trying to say QNX is powerful enough to do anything but average Joe who buys the phone don't know The difference. I guess that's why we have a new CMO.

I'm glad I switched to BlackBerry 10

Steven....like myself....you were going to buy a Z10 without BlackBerry wasting millions of dollars on that worthless commercial.

CB10 from the Z30

Yes, looking back is it fair to say that the commercial was a bust in terms of awareness. It did almost nothing to build the brand.

Stop, drop, and roll.

"People buy products not platforms" -. Frank Boulben

What a nut. People do buy platforms. The product just has to be competitive enough. People wanted to see what makes BB10 a good choice, what makes it different and what makes it better. It's a new platform and people needed to see it. The Z10 should not have been the focus. I'm glad he is gone. That was a huge mistake. I didn't hate his commercial but it wasn't the right kind of marketing for a new platform. It made everyone think it was a new phone with the old BBOS on it. That's perception. That's still a problem. We need to see a change in this respect. They still need to treat BB10 like a fresh new platform and sell the platform.

Posted via CB10

Eddy...."correct"....along the lines of "this isn't your father's Buick"....something about "totally new"..."not a single line of same code"...do a friggin BBM Video Chat with that Decker broad in a super mini bikini on the other end....Something...

CB10 from the Z30

Agreed. The all-new platform should have been the focus. There are still a lot of people that don't differentiate BB10 from BBOS when BlackBerry is brought up.

Posted via CB10

BlackBerry's Super Bowl commercial did have the WTF element to it that left many people with their heads scratching. I wish they could have focused more on key features of the new BB10 OS instead of making an artsy fartsy project reserved only for film school.

Posted via CB10

I really love how they spent all of this money to not actually show the product that they were selling. Or more accurately, the product that was still months away from going on sale in the country that they were advertising in.

When BlackBerry first announced that they were going to be airing a superbowl commercial, I was excited for the change of pace, and assumed that it meant that BlackBerry was finally going to come out swinging. Instead we got this piece of nonsense. The message obviously should have been that BlackBerry was back and better than ever, when instead we got "this man has the legs of an elephant".

Hiring Frank Boulben was probably the single worst decision that Thorsten made.

+100. Amazes me, one see the ad, wants to buy product, cannot for months? WTF? My kid could have figured that out, most people want to make purchase within 48 hrs of viewing the ad. Total fail!

That commercial sucked, it was too far before the launch of BB10 and was complete foreshadowing to the advertising and marketing debacle that was about to be foisted upon us by Frank Boulben, former CMO, BlackBerry.

They should have taken those millions of dollars from those ads and hired people to go make sure that people in the carriers, actually, knew how to show prospective customers how to use BB10 devices.

This commercial was the beginning of a botched rollout that we are still reeling from.

Any thoughts, to the contrary, are completely delusional.

CB10 from the Z30

The official commercial would've been good if the handset business was established. It might have been ahead of it's time.

As long as BlackBerry continues to focus on advertising security, communication, and productivity they won't break into mainstream market with success. General population could care less about productivity and security. Samsung and Apple promote live applications/happy looking people and add the security part as an "added bonus"

Posted via my smooth and sexy Q10 running 10.2.1259 leak

The fan made commercial is much too long for a Super Bowl TV spot, but would have been perfect for the movies now that it has somehow become the acceptable norm to sit through 10 minutes of commercials BEFORE the trailers! The soundtrack is so awesome and would fit right in with an action film movie-going crowd.

It was dumb commercial. It didn't show the phone, and they could have shown so much: flash browser, time shift camera, BBM, etc. Boulben should have been fired for screwing it up so badly. He talked about a product that he didn't show? WTF?

The Super Bowl commercial last year was pure garbage. Waste of money, waste of time. It didn't show anything about the phone. Considering BlackBerry needed to get back into the limelight, all it showed was BlackBerry was still confused about BlackBerry.

Posted via CB10

I still don't get the elephant feet, and the rainbow smoke. Useless commercial.

iPhone for me? Scr... ahem Q that! (posted from the latter)

I think that at some time BlackBerry will advertise during the Big Game. Not sure how soon that'll be though. Would have loved to see one this year.

Posted via Q10

Crazy 4 Million Dollars for Show some seconds the Z10 device with the hub open and closed at the end of this commercial loooooooool

Posted via the Android CrackBerry App with my Z10 because it's better and dark themed!

The Super Bowl commercial just didn't resonate nor have the persuasion to make one go out and buy a Z10.

Not that I didn't understand the commercial, but it wasn't until about 3 months after I had my Z10 did I say "you know what? I get the Super Bowl commercial now!"

I had become enamored with my Z10 and I could see the wisdom in the commercial. But that was the problem with the commercial - it made sense to someone who already knew and loved the product, but meant nothing to those they were trying to entice.

Z10 STL100-3 |10.2.1.1925 | Bell | CB10

Wasn't Samsung commercial over 2 minutes long during the super bowl? Is it just that BlackBerry didn't want to shell out the cash for a longer spot?

The Pixel Carve commercial with 1:30min would have had the impact. Even if they had to spend $12mil. Less of a waste that $4mil that achieve next to nothing.

It makes you excited and fills you with anticipation for the phone. Could have been the right thing if you really decide to air a commercial that far in advance (before the actual launch).

iPhone for me? Scr... ahem Q that! (posted from the latter)

Plus add a staggered approach that picks up on parts of this SuperBowl commercial and shows off features of the phone, building up excitement towards the launch date.

And don't forget to train sales stuff @ carrier shops.

iPhone for me? Scr... ahem Q that! (posted from the latter)

A weird commercial that said nothing about the BB10 OS and it's new devices
A completely wasted opportunity which kind of set the unfortunate tone for everything that followed. If only we had had people at the time who could have taken the right decision and pushed BlackBerry in a new direction . Instead we got Thorsten Heins Ketchup and his merry band of fucktards and a wasted year!

PS Holly shit...those damn BBM Channels are freaking addictive once you start using them! I blame you Crackberry for my addiction! :-)

Cartman says: Screw you guys I'm going home!

The pre-Super Bowl ad was better but would have cost substantially more to air. I was gonna put that one up too with the Keynote but you beat me to it.

I used my Z10 to create this CrackBerry madness!

One thing I remember about the commercial was that it actually got *pulled* from the website showcasing Superbowl commercials during the critical time window when all the news media were putting out their stories of top Superbowl commercials. So it was *never* in any top-10 list that anyone outside of this site even noticed. Of course it got re-added a day or two later. What was up with that?

I seem to recall that USA Today rated it the worst of last year's Super Bowl commercials. I was anxious to see what the new products were like, and the commercial itself was a total disappointment. I love my Z10, but that commercial would NOT have piqued my interest in the least if I weren't already a BB user.

Posted via CB10

OK everybody we could TWEET, POST, BBM and SEND those commercials so people will see it this weekend even if it's last year commercials... it would be a nice promotion for BlackBerry this weekend... let's go everyone!!!

Posted via CB10

While I don't think the commercial was great (or money well spent), I think the biggest snafu was not having BB10 devices available in the US the day after the Superbowl. Not sure how any CMO would think that it was okay to run a million dollar commercial and then not have product available for consumers to touch, taste, etc until over a month later.. SMDH. Thank God the buffoons (ie Frank Boulben) are gone.

Posted via CB10

A great ad is only part of the complete marketing package. You also need to time the ad correctly to precede the official launch by no more than a few days, and have effective, more to the point ads that follow during regular TV programming (i.e. not at all like the 'keep moving' ads they came up with). Then you need good displays in retail stores, and trained salespeople to show the product's features. Even though the ad itself left me scratching my head, if the other marketing components had been in place, it could have worked.

I cannot imagine any company hiring Boulben for a C-level marketing position.

Actually when I read the title I was going to type "Just as bad as the first time.". But I watched the commercial and I get it now! There is no way you can explain BB10 in 30 seconds. Thorstein couldn't explain it either. You have to use it, then you will understand. Problem is, the commercial will never click with non users. Has BlackBerry developed a product so good, words cannot describe it, nor advertisements?! I think they have!

Posted via CB10

I think there was just lack of imagination. It can be done in 30 seconds. Here's my off the cuff Crack at it. Three teenagers walking. One is iphone-ing, another Androiding, the third has a BlackBerry. The first two say let me see that (the bb). ...small time lapse... first two say "WOW". next frame, teenagers 1 and 2 throw their phones in a garbage can as they walk by. Fade out.. with BlackBerry logo... sooo niiice

Don Diego endorses the Zed.

They out-smarted themselves and tried to do that to everyone else, and it flopped.

The product is really is great.

iPhone for me? Scr... ahem Q that! (posted from the latter)

The ad was shocking I'm in the UK I didn't see it live but after on crackberry. I could not believe you would spend money on the biggest sports event in America and tell people what the Z10 can't do!

Absolutely shocking! Looked like an ad you wouldn't pay too much attention to at all! Reflection of the poor marketing team BlackBerry have, seen fan ads look way better than this super bowl ad

Posted via CB10

I was so excited to see BB's commercial, but I didn't think it was that effective. The QNX version was MUCH better, but just a tad long.

The primary market for that commercial was the USA and it just bombed. No one I know spoke about that commercial the next day and you can see from numbers like Gartner's recently released share numbers that BlackBerry did nothing with that commercial or any subsequent marketing to stop the bleeding.

BlackBerry has very little mind share right now among my peers here in the USA and it will take much more than a single commercial to change that. For a company with limited resources it was a poor choice and that's not hindsight many of us here said it at the time.

Release this commercial with Beyoncé imposed over Keys. You'll have a winner all decade!!

Secret Squirreling with my Q. BBM Channel C0001FE5D/DPI Private Investigations

Huge opportunity was lost with that ad.

Part of it was the Z10 was not out in the US for more than a month later.

The other part was it really didn't say much.

Flop in my opinion.

Posted via CB10

Pre-super bowl ad was HELLA better! What were they thinking? That may have caused the stalled launch of bb10

Posted via CB10 on z10.2.1.176

The message was too confusing on their super bowl add. And he is right. People buy the product. But he failed to address that. The ad should not have been about what BlackBerry Z10 couldn't do. But about what it can do which made it stand out from the rest of the market.

Posted via CB10

Good marketing shows what a product can do.
Great marketing connects with a potential customer's practical side, and shows what it can do for you.
Amazing marketing draws you in emotionally and makes you think about how it can transform your life / firm for the better.
That first ad didn't even get us to first base.

Would love to see something about BB10 taking your connectivity, productivity , or whatever "To the power of 10".

Posted via CB10

Frank was a fool. Consumer's impression of the platform were tainted and the Z10 is associated with the old BBOS platform that people had experience with. They see the Z10 as a bigger phone with the same antiquated OS of the previous generation. The brand reputation and perception of the platform needed to be reshaped and his commercial did none of that. I don't care much for the pixelcarve commercial. It's wordy and trying to sell you on logic. The QNX based commercial however is brilliant.

Posted via CB10

Amen!

Too bad a year was waisted without strong marketing and a clear message that this commercial conveys! Go BlackBerry!

Posted via CB10

Well seeing how BBOS will cease to be selling by next year it would probably be best to do a superbowl commercial by that time. Anyways I don't understand why people hate this commercial and I surely don't see how it's the worse. I find it to be pretty creative (maybe because I'm an artistic type of person). Seeing how BlackBerry's motto is "Keep Moving" I can see the commercial being themed around this. I mean the guy is obviously not caring about his surroundings seeing how he avoids being hit by a truck and is just swiping away on his phone not watching where he's going which to me says "Keep Moving". This commercial actually shows how I feel when I'm on my BlackBerry in public. Even children have a better chance at understanding the commercial than an adult (it was actually pointed out in a thread a while back). When Boulben said "People buy products, not platforms, so focusing on the new Z10 was key. Marketing BlackBerry 10 would not have the same ROI attached to it" I can see what he meant. This commercial was made to sale the Z10, while the commercials after it may be to sale the Z10 but were mainly made to show off the software. I would hope that they market the new updates using the Z30 in a commercial.

Posted via CB10

That commercial is just poor. The fact it reached number 2, purely on the efforts of fans, probably does more harm for BlackBerry.
Any sane person probably looks at the advert and thinks "if BlackBerry fans are happy with this crap, they'd be happy with any crap. So I'm not going to trust that software "

Posted via CB10

why BlackBerry does not have an add for this Superbowl is beyond me !!! More eye balls , more brand awareness etc etc ....

That ad was the worst I've ever seen. 30 seconds of my life I'll never get back. It doesn't do or say anything to promote the product (which is insanely awesome I might add). I have seen better attempts by teenagers.

Posted via CB10 from my awesome Z10STL100-1/10.2.1.1925

Nope I don't see it happening at all. The shift to focus on BES means reaching out to more businesses and less to consumers and the general public.

Just MHO.

Posted using the best phone ever, the white Z10!

Ha, the follow-up to Boulben's response should have been, "And since people buy products vs. platforms, do you think the Super Bowl commercial adequately showcased the product and conveyed why people should buy it?" Crickets...

This second commercial is HOT! long but way better than the commercial they went with during last year super bowl. The problem with BlackBerry is their marketing, they do not feature the abilities of their 10 devices. BlackBerry should have ran a commercial during the super bowl this year with the second or better commericial. Especially with the 10.2 o/s, which is very impressive. I have android and iphone users taking a second look as I am swiftly getting stuff done on my Z10. Because of the Otter case it is not clearly known that I am using a Z10 and when I share the name, people are amazed. BlackBerry (John Chen) have to promote the features and functions. BlackBerry show more of the 10 o/s abilities in their tutorial videos then their commerical. Bring this with exciting storylines where people at work, on vacation, in college, hanging out are enjoying the functions. Bring some of us to Waterloo and let us tell you why we are BlackBerry fans and especially of the 10.2 o/s. BlackBerry missed a great opporutnity with and great operating system by not having a commerical during the super bowl. Marketing will be BlackBerry's downfall if they do not execute it correctly.BlackBerry gets stuff done and done with style. Peace.

Funny. No we all know that BlackBerry's issue was that the founders were stubborn and arrogant. They refused to advance with times and then tried to play catch up with their outdated o/s. But from Horstein to the present they have not marketed their BlackBerry 10 devices to show the growth and improvement. Both trains have to roll at the same time innovation and marketing. But I still maintain that BlackBerry missed a prime opportunity to advance especially with the 10.2 o/s. The outside world does not know like us CrackBerries how awesome this o/s is and 10.3 is in the works.
Peace.

And then the Samsung commercial killed the BlackBerry one. Just re watching the BlackBerry super bowl commercial, oh lord it was horrible. All they had to do was show one of the many things the new BlackBerry can do that the iPhone can't. Just one.

Posted via CB10

I stick by what I said back then when the Super Bowl commerical aired... it was excellent.

I will never understand the criticism. This was the introduction to BlackBerry 10. A brand new world and OS and there was no way they should have spent time trying to push features in a 30s commercial.

They needed something with a catchy song, great special effects and that would let the world know BlackBerry is back. That's exactly what they achieved in my opinion.

I agree with your thoughts...and it(the Super Bowl ad) got me thinking about BlackBerry again and started my research of this new BB10.

The follow up ads showed more of the features of BB10...and had the coolest song that I couldn't get out of my head "He broke the mirrors off his Cadillac-yeah-cause he didn't like it looking like he looks back".

Then I had to wait 6 months to purchase my awesome Q10.

Peugeot 505 STI» Peugeot 405 Mi16» Honda S2000»...Chevrolet Corvette C7

Tame Impala - Elephant. To this day I still use that song as my phone ring, absolutely love it.

And the Super Bowl follow-up ads you mentioned that demonstrated features I thought were excellent. If I have one criticism, it's that there weren't enough of them. They should have been plastered all over the TV, in print, in public places, online... everywhere. That's where I think they ultimately failed, but the commercials themselves are great.

Had never seen that other commercial before. It probably never went mainstream 'cuz I didn't voice it... :-p

Sent from my iPuh-lease-as-IF

why not?everybody knows the commercial by pixel carve was way better
outstanding commercial,still very disappointed by Heins!!!!
C'MONNN CHEN

I remember the super bowl commercial and hated it!!! The pregame 1 was to the point and had a great message, to bad that's the 1st time I've seen it!

Posted via CB10

They need to make another one similar to that fan made one. That one was incredible. I haven't seen a blackberry commercial since john chen was hired, they better get moving.

Posted via CB10 for Z10

True, never saw any commercial since new CEO everything silent. Somehow it seems they not want market their new OS and new devices anymore. Hard to believe the device business survive like that with no marketing. Never saw a company with such good products and such bad marketing EVER

Posted via the Android CrackBerry App with my Z10 because it's better and dark themed!

I think the key is putting the BlackBerry name in front of your potential clients. So things such as the F1 sponsorship, and other major sports is the most important. In terms of commercial's, I think they need some more aggressive - and frankly controversial adds.

Posted via CB10

With the actual products out in the market.. now is the best time to make a good commercial because people would understand it. The commercial before didn't have any actual product availability in the US market.

My take is bring out a commercial now with the z30 and Q10 showing off 10.2.1

Posted via CB10

BB10 was a huge failure and more than likely you won't see BB commercial in this years super bowl. A billion dollars worth of unsold z10.........

The alt. version showing the functionality and features of BB10 while showing off the hardware was much better. Ironically there's a phone ad on tv now that focuses all on the features of the phone and it working in action. And that's Samsung.

The super bowl commercial was confusing, didn't really show what it was selling, and again they should have shown off the Q10.

Posted via CB10 on my Q10

As a shareholder, I was screaming at the company all through last year for squandering the massive opportunity of the superbowl. They should have just taken the pixel carve ad, cut it down and used that. Frank Boulben was a freaking disaster for the lane marketing that was put out and Heins seriously screwed up execution. We had a chance a year ago to come out with a bang and the company blew it. In the pixel carve ad where it says, "we've been quietly pouring our heart and soul..." I know I wasn't the only one who teared up hearing that because I knew how much it meant to the folks in KW. The teams behind BB10 and the Z10 out did themselves - management let them down in a big big way. Personally, I hope Heins and Boulben never get work again because of this. Mr. Chen, save us.

Posted via CB10

The Super Bowl spot was interesting, but really didn't do anything to help pique interest in the product line, especially with the delayed rollout across different regions. The other commercial would have been better, even though it was too long for a Super Bowl ad. Even the QNX ad was a better option.

I really do think the marketing department dropped the ball last year. Nothing just prior to release to get people interested in BlackBerry 10, not lead up ads right before the release, and nothing that showed the key features once they were available. The "Keep Moving" ad didn't do anything to show off device capabilities (or does the Z10 make it easier to slide across wet grass in a soccer uniform?). Even the Verizon Z10 ad was off-target (how many people want a device that lets coworkers video call you in the middle of the night while you are on vacation?).

Even now, there is so much potential in 10.2.1, but most of the world won't know about it. I really wish BlackBerry put better effort into marketing their products.

Posted via the Android CrackBerry App!

Anyone that I've shown the Z10 to couldn't believe that BlackBerry was still around and also how nice the phone was. Ppl listen to the media and assume whatever they say must be accurate.

Posted via CB10

I can still clearly remember that commercial. Although I am partial to BlackBerry - I still believe the commercial was effective!

Posted via CB with the Zthirty STA100-5/10.2.1.1925

Wait a moment! How could this ad be "top rated" when over HALF of those polled...

"31% of you thought it needed to be more aggressive, and 27% said WTF was that?!. "
????!!!!

BlackBerry Q10  & Full Metal CB10!

I'll never accept the notion that BB10 is not a consumer phone. I know many people who own and love them. Are we not consumers? BB10 is worth so much more than the press makes people believe. Shame.

Posted via CB10

To make something memorable and spectacular, they could have used a Men in Back(Berry) peeling an alien apple with a peek gesture, and Will Smith speaking and typing faster with with flowing words on the keyboard than a android-like robot... To finish with a camera time shift of the second hero to erase his memory, and say not it's secure...

Http://spoludo.com/isola

BlackBerry didn't market the Z10 or the platform with that horrendous commercial so why did they spend millions airing it anyway. BlackBerry didn't accomplish jack by showing it, complete waste of money!

Keep The Faith  BlackBerry Q10 

Okay, that commercial, the one that they did not air, needs to be purchased and put on the air now. It is so well done and inspiring, moving, and motivating, it is everything that needs to be said. Get it out there!

Tapped and flicked from my BlackBerry Z30!

The super bowl ad was terrific. It was an introduction to the new BB10 product, that was it. It was clever and entertaining. There was no time for a deep message while a football game was going on. They only had 30 seconds. The song was catchy and full of hope.
The problem was in the follow up. If they couldn't show features in 30 seconds, they certainly could in remaining 330 odd days in year. I mean those keep moving ads were horrible. They were snoozers.
The ad failed because the follow up very poor, not because of the ad itself.

Posted via CB10

I just wonder if they would have been better off paying the ridiculous fees to play the two minute commercial, then follow up with the one that did play in the Super Bowl along with other commercials showing the variety of features of BB10 and the Z10.....no way one commercial was gonna succeed on its own. Especially when the Z10 didn't even launch in the US for at least a month past the Super Bowl.

Posted via CB10

BlackBerry needs to advertise more. A lot more. It's market messages are now zero. Negativity from news reports still negative and its killing consumer interest. This must be now changed. Not just in advertising but in all things Blackberry's marketing in the US market was an utter failure. All market messages had the tone of failing...US carriers also sunk BlackBerry, but it should have changed tack earlier.

Blackberry's devices are good. The platform is unique. But people must know... now apple is firm everywhere as the best, but it's Samsung for the masses. BlackBerry needs advertising to sell. For me it's niche is the professional... older, less app conscious, more productivity in messaging etc. But get the message out on TV, in stores, newspapers, magazines, airports especially.

Posted via CB10

That commercial should have sank Franks career, and if not, then his comments should have shown how terrible a marketer he was.

In one respect, people do buy products, but the relaunch of BlackBerry and BlackBerry 10 was the product, not the Z10. Further, the BlackBerry brand was (and still is) toxic to the average consumer. The company could have build the best phone (I love my z10), with the best operating system (BlackBerry 10 is pretty sweet), and they still would have sold only a handful so long as the brand itself remained uncool and the image or the company continued to get hammered by bad news stories in the press.

That commercial was awful. Full stop terrible. It did zero to improve the brand image while doing very little to sell the phone. Complete waste of money.

Posted via CB10 using my Zed Ten

Frank's 'products not platforms' highlights how bad he was for the job. Think to some of the most memorable ads: they all have a story.

The unofficial one had just that, a turnaround story.

The official one was all style but no substance. It was as if '30 seconds isn't enough time to tell you what it can do, so let's just waste your time and our money instead.' The fact that they couldn't do 'an elevator pitch' says it all.

Posted via CB10

Imagine if Apple's 1984 ad was 'we can't tell you what the Mac can do in 30 seconds'. Instead, it was a story of rebelling against the establishment (IBM).

Posted via CB10

This is my 1st time watching the ads, my reaction is now the same as it was when I 1st saw that keep moving tv ad, 'WtF is ThaT?!'

Posted Via CB10 with BlackBerry Q10 2AEFCF1A

If you are reinventing your company and attempting to change the way people see your company (which is what RIM was trying to do at the time, I think), then this was the commercial that should have been played at the Super Bowl, imo. The Super Bowl is an epic marketing event. Go big, or go home...

Posted via CB10

This is the first time I've seen this commercial for pre Superbowl. It s very good! They would have been better off paying 2 million or double and use this one instead. It reflects BlackBerry well. But they put out a whimsical crappy one instead. WTF! I guess that guy is fired. BlackBerry has had so many opportunities and can't manage to get it right. Frustrating as a fan.

Posted via CB10

I had forgotten how crappy that super bowl add really was.

Cut the action shots of the other commercial down to the allowed length, and end with a tag line such as:

Presenting the all-new Z10, powered by BlackBerry 10.....it's not your father's BlackBerry

Or something similar. .... it's not that hard.

Posted via the Android CrackBerry App!

The super bowl commercial was confusing. I would have rather do a demonstration of how much different things you can do on a BlackBerry10 device within 30 seconds.

Posted via CB10

BackBerry's top-rated Super Bowl commercial? Are you serious Kevin? The commercial was the worst of the worst and should have resulted in the Chief Marketing Officer Frank Boulben's immediate dismissal the following day not almost one year later.

30 seconds isnt enough? Tell that to Apple, Sony, Samsung, Bud Light, Turbo Tax, Coca-Cola and every new Marvel and DC Comic Movie coming out!!! Heck, I already know the whole plot that is going to happen in all the movies because 30 seconds is to much time! Oh dont forget Toyota and the Muppet's too!

SMH someone slap Frank B. please... or get him off the marketing department/team.

Blouse!

Re watching BB's Superbowl commercial was painful... I had forgotten just how bad it was. What a waste...

I don't know what Boulben was doing before BB, but between that quote and the commercial, it's clear he had no clue what he was supposed to be doing.

I really like the "security, productivity, and communications" mantra. That's how I describe my phone to whomever asks.

Via CB10 & Z10 or Q10

I've said it in many Crackberry forums. The Super Bowl comercial was a disaster all the basics of marketing and advertising were thrown out the door, like showcasing your product showing it's capabilities, appealing to the masses. The pre super bowl commercial was exactly what needed to be on the screen that day or some forms of it.

Posted via CB10