Missed it? Watch BlackBerry's first-ever Super Bowl Commercial!

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Nope, didn't like it then and looking at it again just had me shaking my head at the money that was spent on the ad. Bell put out an ad at the same time and they managed to show some of what BB10 COULD do.

Allot of complainers, but I liked it allot, especially crushing the rubber ducky. Lol

The rainbow was windows phone, android was the elephant legs, fire was webOS or battery pulls. Lol

another point of view is:
a) iphones burst into flames (many reports of BOMB iphones) - flames
b)nokia lumia 920 is a very heavy phone (185g) - elephant legs
c)maybe android-google represented by colour poof
d)at the end, smashing a rubber duck, maybe represent that all the other platforms is just toys!
and of course the obvious message that this phone can do a lot of things, that 30 secs isnt enough!
My point view!

I have to admit that I was expecting a lot more from the commercial; however, after playing it a few times I can actually see where they're going with it.

At first I was caught up in the visual stuff (i.e. the guy on fire, the elephant feet, falling through the manhole, the rainbow smoke, the diesel truck turning into ducks). and then I realized that the real message is in the lyrics of the song.

Yeah you may dislike the song but the message is loud and clear and the beat is kind of catchy:

"Who knows what tomorrow will bring
Maybe sunshine or maybe rain
But as for me I'll wait and see
And maybe it'll bring my love to me
Who knows..."

For all us BB crack heads, Blackberry is telling us (especially the USA Market) to be patient and to trust them ;and that if we do that we may end up with the Smartphone we've all been waiting for and hoping for. This ad was basically saying: "USA MARKET, we're truly sorry you're getting screwed here, but if you wait just a little bit longer you'll get this Smartphone and LOVE IT!"

On a scale of 1 to 10 - I initially gave it a 1 but now I have to bump it up to a solid 9.

It's just BB LOVE, baby!

my commercial of bb10 would have been a baby playing with an older bb, then that baby turns into a child who uses it os4/5, then that child turns into a teen with a bb bold on os7 and then finally she turns into a mom with the new bb10 and says "its always been in my blood, and it will be forever, blackberry by choice" the end, the commercial would have shown the early days of rim to what it is today, showing the watchers how rim evolved into blackberry

YOU GUYS DO KNOW THAT ITS RANKED #1 ON NFL COMMERCIALS 2013

http://www.nfl.com/superbowl/47/commercials#video=0ap2000000134645

This commercial was fun and works well for 2013. did you really think BB10 could have a 30 second commercial that could convince iphone fans n such to ditch their phone and go buy a bb10?

Good luck. They did good, they caught your interest and basically dared you to look at the website and actually LEARN about the phone, instead of doing what most do and just assuming stuff

Anyway, that is how ads should be. I dislike how apple thinks their customers are stupid (this is your thumb, this is your ear....) commercials, and tells you how its newest phone is the best for reason X. BB10 just said hey, we have a new phone, go online and objectively look at everything that you would like to....bye

If this is what is considered a "good superbowl" ad, it's no wonder I don't watch ads anymore.

I'm sick of entitled Americans who need to be CONVINCED of BlackBerry's worth. Apparently the entire population is highly educated in marketing. That's pretty sheepish if commercials are THAT big of a deal to an entire nation. Like, go toss a salad.

I have to agree that I was underwhelmed at first. However, after seeing how it has captivated so many opinions I realise that is mission number 1 - create discussion about a brand. Secondly, after watching a few times, I think I may get a theme that Blackberry is creating. If you think of the Apple adds which solely focus on a feature, Blackberry is taking the opposite route and saying "We won't bore you with showing a feature, but go look for yourself." And, seems to be a message with stepping on the "toy" at the end of the commercial. It also seems like the "What was that?" is a great trigger to make people do just that...look more into what it was about.

cheers,

Wow it had me laughing! Great stuff! I like it.

In other news...Z10 is off to a good start!

http://allthingsd.com/20130204/blackberry-z10-off-to-a-strong-start-in-u...

WHAT THE HELL!!! NFL.com now doesn't have any record of the Blackberry commercial.

http://www.nfl.com/superbowl/47/commercials

Waiting for my white BB Z10, getting it tomorrow here in Canada.... the commercial was a good effort only, but for me I am part of the congregation not one that needs to be converted....I liked the unofficial commercial way better.....

Torch os6/Playbook from day one

http://www.youtube.com/watch?feature=player_embedded&v=VsdBOtgWQYA
Lewis Hamilton with new BlackBerry Z10 !!! :) gj

Blackberry might be proposing to viewers to 'peek' at what Blackberry 10 has to offer

i liked the last 30 seconds of the other add more. However they showed the possibilities of qnx a bit. Blackberry is totally back and QNX will rule the world for years to come.

Walking on toys at the end love it, I actually liked it very much. I see the point that it is not funny as the Samsung was but, I am sure those will come later.
I loved the reference to the fantastic four (torch, dissapear like invisible woman, elephant legs the thing and platic duck for mr fantastic) although it could have been more explicit.
It makes you wanna go check out the Z10 which was the purpose of the app, we're back

This was a superb AD. It was not targeting this audience. Anyone who even logs into crackberry knows all about the Z10. It is not surprising that most comments here are negative and in many ways confirms that the ad was a success. For the real target audience who knows little about the fact that Z10 is even a new product this was superb. It gets your attention right away with the visual imagery. The song is very catchy and then at the end it says welcome to the Blackberry Z10 and also a teaser about that fact that it has a lot to say about what it can do. It screams, Check me out! Brilliant marketing.

I just noticed that, the guy is holding the phone in one hand and operating it, all the way long with only one thumb. That's an awesome Ad.

well it's to abundant BB shot is ok however there area unit numerous things that BB shot 10 cannot show like causation email but rest of this it's running people like to use this : http://www.hardwarezone.com.my/tech-news-research-motion-changes-name-bl...

Impressive, small, to the point, fresh, crisp, intelligent ad by Blackberry.
They have delivered the message very clearly to the their Target Audience.
Simple is that they have too many new features and things too show which
they cannot show in such a small 30 second ad, unlike other ads who have
only 2 , 3 new features which is being highlighted in al their ads.
Smart move here by BB, because, automatically i will increase the traffic
on BB sites as well.

Eway all I got to say is that blackberry is back baby. I love it.

In the Belgian Newspaper De Standaard they have put the BB10 commercial in the list of "20 most remarkable commercials of the Super Bowl" :
http://www.standaard.be/artikel/detail.aspx?artikelid=DMF20130204_014

I liked the commercial. It's well shot, funny and AMBITIOUS. While watching it I was kinda expecting something like 'DON'T SHIT YOUR PANTS! THE BLACKBERRY IS BACK!" in the end - that is why I was rather surprised by the final phrase. And it made me grin in 'Huh?' way.

At some point, I agree with those saying it should've been more aggressive. But on the other hand, I like that it's not, because it's actually nice that BB is not stating "WE ARE TOUGH AND COOL!" They just tease you and let you decide yourself.

It's not like Zombie commercials from Apple... :))))))

All is IMHO.

It depends on how you interpret the contents of the ad. To me, it is a funny one. If you watch it several times, you will see it in a different angle and come up with some different ideas.
a) a man is using a new smartphone
b) the phone is a hot stuff which makes the man excited like burning fire
c) do overall consumers like the phone? Don't know what it will be - good (sunshine) or bad (rain)
d) the features of the phone may shake the world and lead the smartphone industry into a colorful future
e) the last but not the least - the phone CAN do everything - what else can't it do? If you want to know what the phone can do, please visit the website .......

It depends on how you interpret the contents of the ad. To me, it is a funny one. If you watch it several times, you will see it in a different angle and come up with some different ideas.
a) a man is using a new smartphone
b) the phone is a hot stuff which makes the man excited like burning fire
c) do overall consumers like the phone? Don't know what it will be - good (sunshine) or bad (rain)
d) the features of the phone may shake the world and lead the smartphone industry into a colorful future
e) the last but not the least - the phone CAN do everything - what else can't it do? If you want to know what the phone can do, please visit the website .......

So i went to NFL.com to checkout the ads and vote for blackberry add, surprise surprise, its not even there. Whether u list by rating or all ads, blackberry is not showing up anywhere. Can someone else confirm that?

This whole blocking out blackberry and delaying it in US is just a giant propaganda by US carriers, Samsung and Apple.

It's only a guess, but perhaps so many robot votes came in for the Z10 commercial that the NFL suspected funny business and pulled the ad from the voting to look into it. I mean TWICE the votes of the #2 commercial? On the plus side, scandal creates a lot of chatter and it might become a viral topic.

Lame ! Amateurish ! Wake up ! Please learn from Apple and Samsung! Latest AD from Samsung is really cool !

With the time lag between when this was aired and release of BB10 in US. Great way to start. You have to remember none of us was in the target audience. DROID an iPhone users were the target and the goal was to get them to start checking out BB10.

Has anyone noticed that the BlackBerry commercial was voted number 1 in the NFL website? But they removed it some hours later and the top commercials list starts with the second best? Fishy...

http://popwatch.ew.com/2013/02/04/super-bowl-commercials-best-worst/4/ ... So sad but so true (listed in the worst commercials category) ...

Exactly my point: http://newsfeed.time.com/2013/02/04/the-best-and-worst-super-bowl-commer...

SERIOUSLY! Come on, why didn't Blackberry air a commercial that was as moving and striking as the unofficial one? I don't get it. If they want to get peoples attention they have to come strong from the heart with there advertisement in order to make people look seriously once again.

Whats going on?? The commercial isn't there anymore on the nfl website... :(

Hmmmm, I dunno, that commercial was pretty bad imo and I've been a Blackberry fan for years. The Tide commercial was the best imo.

They could've reached a broader audience with showing off Hub, or the camera features..this was a waste

I'm going to have a few margaritas and then watch the commercial again!! Perhaps you have to be wasted to appreciate it? I LOVE Blackberry...but WTF was up with that commercial??? I just don't get it :-(

The problem with saying, "Here is what it can't do in 30 seconds. Everything else it can do." Is when USA launch comes and BB World has no Skype, Instagram, Netflix, Google Maps, etc. People will remember that commercial and then not see their favorite apps and will feel lied to and will dismiss BlackBerry. Seems silly, but that is the truth.

+10

How are some of you guys not getting this? Seriously ...

i am not sure what the fuss is about ... the AD was fine and effective ... in 30 seconds, they'll show you what it can't do. means that there's a whole lot that it CAN do ... chill guys .... the AD is currently #1 rated on NFL.com ... of all the commercials aired ... i'd go vote for the AD if i were you and send a message ..... instead of whining about the AD, what did you expect in 30 seconds ?? Superbowl ADs are about making a statement and getting people to actually want to view the ad again ...

I think too many people are looking at this from the wrong perspective... we here at CB know alot more about the new Z10, Q10 and BB10 in general than the average person who's probably written of BlackBerry would.. maybe they switched and never looked back...and hence they stopped checking up on other OS and phones.
The ad was just there to get viewers intrigued and hence they would probably search online about the new device and they'd get all the information regarding this device (as many have said above). It's just the nudge the viewer would need...

Okay... So I get the point of the ad but the problem is no one knows what the phone CAN do yet. They better follow up this commercial with a TONY of feature commercials that show off what the Z10 can do. It's a dropped ball in my opinion. I really was hoping for a knockout, belly aching laughter of a commercial. Something that sticks in your head for awhile and makes want to check the phone out. THIS doesn't do it. As a looooooongtime BlackBerry fan, I'm disappointed. The keynote and now this?!!!.. We're doing our part with twitter updates, shares and keeping the BlackBerry name going. Blackberry needs to do the same for us.

@BBMarnel

What Blackberry Can't Do! Deliver a Phone On Time

Disappointment comes to mind

Stupid commercial! What a waste of money, I would preferred a funny one like the ones budweiser usually makes. Anyways, their loss both on opportunity and money.

AWFUL COMMERCIAL for new product introduction! Epic fail.
Signed
current BB owner

Canada's BlackBerry Leading Super Bowl Ad!
please show your support for Canada and/or BlackBerry.

the world watches the Super Bowl for the ads and if we can come out on top, that could put us on the map!

thank you

http://www.nfl.com/superbowl/47/commercials#video=0ap2000000134645

http://www.businessinsider.com/vote-for-your-favorite-super-bowl-ad-2013-2

BTW we're number 1 in both polls so far!

I think they missed the point. It's not what it can do, if anything it does less then other phones because of the current app selection. It's HOW it does what it does that's impressive.

Nice ad makes me want to run out and see about getting one......... OOOOOPS I forgot the target market of this ad cant get one for at least 2 months, because by RIM/BB's own admission they don't have US VZW production units yet.

With all due respect, in my opinion I thought it was confusing and I was disappointed that there was meaningless distraction instead of focus on the new platform. I was hoping Blackberry would have made a push to sell their new product to newcomers. I felt Blackberry fell short of showing how improved and different and how much better their new os is above the competition.

This ad is pretty good.. Most people here forget the this isn't for users like us.. It's for users not like us. People don't want to see that other commercial everyone is raving about. It's BORING, trust me.
I think it was a good commercial

The more I watch the commercial the more I like it.

You kind of have to know what is coming to enjoy it.

Better than the Samsung ad......but that's not saying much.

entertaining. surprising. interesting. though not what most people here expected to be, but from "non tech/gadget aware people" point of view, i think they will like it. nice ad.

Sad when just checking Google news I see this article headlining ...

http://news.cnet.com/8301-17852_3-57567371-71/that-cant-have-been-blackb...

I think I understand now. The more I see it, the more it has grown on me.

This is how I break down the symbolism:

Man walks out. Looks like your typical BB user or someone who just bought a new Z10.
The fire and elephants legs - The people around him see these unusual sights and it grabs their attention. The fire may be BB saying, "Instead of getting *burnt* out, we put out the fire and kept going." The stomping throws the non-BB people "off balance" whereas BB user is "balanced" as in BB Balance. He's clearly unfazed, cool, calm, collected, and happy. He seems to enjoy the *power* and *attention* his Z10 is bringing him from the public (non-BB users).

He disappears into a colorful explosion of smoke and reappears from the manhole - This represents the ignorance of the general public who thought BB has disappeared, but he emerges from the hole. "People thought we were gone, but we are on our way back up."

The tanker turning into rubber ducks - This is Apple and Samsung. The old "BlackBerry is dead" mentality comes to mind. Far from letting the big tanker destroy him, he just smiles, swipes his phone, and the tanker's power is obliterated and exposed, revealing the competitors for what they really are - toys. Notice the people behind him - they look like business people, the bulk of BB customers. The BB guy's Z10 has saved their lives.
The final shot is BB's way of saying: "We have made a solid smartphone for grown-ups. Leave the toys behind and move forward with us."

Also, the lyrics of the song, "Who knows what tomorrow will bring?" This represents the new beginning for BlackBerry.

And that's what I've got. :-)

I couldn't agree more with the Comments I've seen thus far! I was afraid I'd come to CB, and everyone would be saying how AMAZING The commercial was.. My personal opinion, that commercial was straight GARBAGE (not to say that others were too far off. Majority of the commercials this year in my opinion were sub-par.) Like someone else asked above, WHO APPROVES THIS JUNK?!?! I was waiting the WHOLE GAME to see the "first ever BB Commercial." 10 Mins. after I saw it, I couldn't remember one scene from it. Meanwhile, the Samsung commercial keeps replaying in my head. That's why Apple & Samsung keep winning. They continously keep getting it right! From Hardware, Software, Advertising, Product Availability, Product Launches, etc.. How is BB's Commerical supposed to get a non-BB user interested in the product by seeing this useless 30 seconds?

And yet another example of the BAD DECISION MAKING AT RIM!!! I mean are you freakinkidding me? THis is the stupidest commercial ever. Hardly shows the product, does nothing to exhibit the coolness of the OS, its interface, BBM (or BBM Video)...basically theyfailed to show any of the things that make the device 100% unique (and awesome) in a market that 1) Is SATURATED by smartphones already, and 2) Has totally given up on RIM. I mean I really can't believe how stupid this is. Apparently the days of making STUPID decisions at RIM are not over. A superbowl ad barely worthy of even a YouTube video ad campaign. I'm so pissed off right now.

oh cmon guys its a great marketing strategy. The point of the commercial is to create curiosity! "what? a new blackberry!?" *goes to google* not "BUY ONE NOW ITS AWESOME" but rather "hey we have a new smartphone check it out!"

And yet another example of the BAD DECISION MAKING AT RIM!!! Who the hell thought this one up? Who approved it? I mean are you freakinkidding me? THis is the stupidest commercial ever. Hardly shows the product, does nothing to exhibit the coolness of the OS, its interface, BBM (or BBM Video)...basically they failed to show all of the things that make the device 100% unique (and awesome). It looked like they were advertising the guy holding the phone, rather than the phone itself. I mean I really can't believe how stupid it is. Apparently the days of making STUPID decisions at RIM are not over. Doesn't leave me very hopeful for things to come. Maybe I won't get the Z10 after all. It'll probably be discontinued 2 weeks after launch, replaced by a pink aluminum Pearl. Trackball and all. "Beleef me gyce , dis is das phone of dur future. We have lotta surprises, but we're gonna keep them all a secret right now, ok" morons. I'm so pissed off right now.

I loved that ad, great acting all around!; I think the message is that the potential of the BlackBerry operating system is amazing, and as the future/time unfolds one with a BB-10 will have many opportunities!

R.P.G

You don't have to mention features or what your product can do to make an effective ad. For example here's an ad that does not show the product even once and certainly doesn't discuss features...

http://www.youtube.com/watch?v=HhsWzJo2sN4

But a very effective ad none the less...

Maybe the blackberry community should push the other commercial VIA social media because Blackberry marketing seem like they do not know how to do there jobs. The commercial sucked. But I still want one.

I didn't get it . After watching it five(10 now) times . "In 30secs , It's quicker to show you what it can't do " Whut ? Catch yourself on fire and put yourself out ? Walk with Elephant Feet ? Didn't make sense . Seems they wanted you to go to the website only . ? .

Samsung's commercial was amazing.... But I'm still getting a Z10

The BlackBerry ad is leading the pack in this poll - take a look:
http://www.businessinsider.com/vote-for-your-favorite-super-bowl-ad-2013-2
and here:
http://www.nfl.com/superbowl/47/commercials#video=0ap2000000134645

The one thing I kept seeing in the ad was the person kept going into the Hub. That was it. Swipe up, then right. He didn't do anything else on the Z10 at all. Even when they finally showed the device, it was the exact same action.

I think things like turning into a brightly colored puff of smoke will be memorable, along with the rubber ducks, but will it be enough to pique people's interest on its own? Hopefully they follow it up with showing more of what the Z10 can do (and not just show accessing the Hub).

Scratched my head after the first viewing. Loved it the second time. A+. Stoked to grab my trooper Tuesday. Go Caaaaaanaaaaaaaaaaadaaaaaaaaaaa gooooooooooooooo!

I'd say the ad did what is was supposed to because there is a lot of chatter about it good and bad. All press is good press. remember the Quiznos ad years ago with those freaking sponge monkeys? it barely had anything to do with sandwiches but may did it have staying power.
http://www.youtube.com/watch?v=7PdsS01iUZs

http://youtu.be/NfCm9P8naDQ

http://youtu.be/9H0xPWAtaa8

Chill fellow Blackberry users......Every thing will be alright!

To be honest, the more times I watch it, the more I like it and think it's effective.

I liked it, BB is trying to get people talking about BB again, this commercial has that ability. wacky things happening, big bright colours. the music fit the message very well. the BB user was young and not dressed in a suit. I think they made a good choice to go comical basically saying, "what can't this phone do". instead of a boring features ad.

Blackberry by Choice

I really liked the commercial, but i don't understand why blackberry didn't put "superbowl" in the title, it doesn't even come up when i search for "blackberry superbowl commercial"

One word...Pixelcarve. I believe BB would have been MUCH better off going with Pixelcarve's outstanding unofficial commercial at whatever cost, instead of giving up $4m on something that I believe was not very memorable.

#TheNextBigThing commercial from Samsung just made the BlackBerry commercial look amateurish. Seth Rogen, Paul Rudd and a Labron James cameo. Plus, humour!

For all the doubters, Blackberry10 Super Bowl commercial made number 1 rated for third quarter commercials!! I suppose some tech blogs wrote their narrative too soon,but that was to be expected.

BTW, Bud Light ranked #29 in the same third quarter.

Others stats, 85% voted thumbs up also on the Blackberry 10 commercial, goes to show the disconnect when paired against some comments here. One has to wonder "who" would post negative comments here that are not any where close to the REAL stats coming back from the general public.

Think about that folks. ;)

No, no, the commecial is great. The message is blackberry no is DOA, is indestructible. The trailer is apple, toys is iphone.

I love the opportunity for having done such an amazing funny advertising. Imagine the Americans who will take BlackBerry like a super cool device. The out results will be endless. Finally BlackBerry is not ONLY FOR THE BORING BUSINESS PEOPLE, WORKING CLASS.

BlackBerry for everyone. This commercial is great, we will witness the beginning of something fun and young.

I will be getting the white Z10 this week. ; )

Lol, everybody outside of CB is talking about the Blackberry 10 commercial = BUZZ.

Monday "Keep Moving" starts in Canada then USA (March) !!

Remember the last set of commercials, with the two DJ brothers, and the guy who bought fruit and veggies? Those ads stunk because they didn't show the device, and didn't show what it could actually do. To this day, my non-BB friends still have no idea that Blackberry's HAVE touch screens, like on the Bold 9900 and the Torch series.

THIS commercial did the exact same thing, only THIS ad said it flat out. They might as well have said, "We're specifically NOT going to show you anything on purpose. You wanna see it? Go to our website. Otherwise, beat it!!"

Not going to work. Stock drops in the morning. Mark my words.

I don't really get it on this adv,.. Just spending money for this.

I don't really get it on this adv,.. Just spending money for this.

I don't really get it on this adv,.. Just spending money for this.

Creativity my friends - The world does not have enough of it. These days if a commercial doesn't have a celebrity, sexy girl, cute infant or cute animal it's "meh". I love this commercial because I'm tired of this whole "Blackberry should do like those guys" mentality. Get a touchscreen? Yes, I totally agree. Get all that instagram, netflix mumbo jumbo? I guess I agree. Get 700 000 apps? Well.....Ok. Make a 30 second ad like that other unofficial one on youtube? WTF for? Stay creative Blackberry!!! Don't listen to these uncreative fools. In fact, I say go even crazier than this. Please pay attention to the punchline, people. That's all. Oh and for the record, I hear this is actually the preamble to a series of commercials coming. Apparently those commercials will satisfy the uncreative and unwitty bunch among us.

I think it was a good way to simply put the name BlackBerry out there; along with the fact that they have a new smartphone. It was a start. If that were it, I would be concerned. But they have plenty of time to hammer us over the head with the details.

This ad is not for BB fans!
Just put yourself in someone's shoes who didn't even know blackberry 10 came out. You'll see that this a decent cool ad, which would create some interest.

Awesome Ad :D

I thought it was a rather clever ad. It had lots of symbolism in suggesting a mobile platform that can deliver what one needs.

Seriously .......NOT GOOD

Marion Black did the song but RJD2's version would have made much bigger impact. meh..
http://www.youtube.com/watch?v=R3Gymlv487k

It looks FUN but I don't really get it. Sorry.

They could not have possibly made a worse commercial. Might as well have burnt the $4 million

http://blackberry10.bell.ca/en

And it begins :)

Waste of money...Is the hub the only thing blackberry has? is it not capable of doing anything else?

It looks like a lot of people liked it, as it's currently #3 best rated commercial. Coke is #1, which will be hard to pass.

Yep Bell BB10 commercial much better!
Not a good strategy so far for the US market..

I'm just going to say that the best way of doing something is by not over doing it .. Great Ad !!

I'm from the Philippines and not football fan, but the day I found out that the Super Bowl exist is because of GoDaddy's ads in a court room when a woman had a wardrobe malfunction. I know GoDaddy, I know what wardrobe malfunction is but didn't know what Super Bowl is. For years when I've heard Super Bowl what I remember is GoDady's ads, it's just the recent months when I found out that Super Bowl is a sports event.

I think that should be the main goal of BlackBerry ads, in the Super Bowl, the retention and how it will make an impact to the views and make the video viral. But if ever it will not be in the best list, I just wish it will be one of the worst list just to get a free marketing.

Is it worth $$$? Depending of what the Marketing team's goal is, but from my opinion. It's not.

Sneaky and clever mentally. Just saw the commerical. I think it seemed more psychological than anything else, to instill the idea of " what was that" way after you have seen it. I dont think it was meant to wow anyone, simply to make the non berry user to " wat the hell........" Honestly, wat else can it be. You cannnot show anything relevent within a 30 sec timefram or even a minute. IMOH. LOL

Peace

Total rubbish and a waste of $4 million. Have to agree with the comment that the non-official commercial was better.

Commercial was good, opening salvo with easy directions to get info. There is no way in 30 seconds you could begin to show what Blackberry 10 can do, smart move, actually only move.

Also few minutes ago on the CTV.ca Super Bowl feed there was a Bell commercial showing the Blackberry 10. :)

More to come I'm sure. :)

As for some posts on here that were looking for Blackberry 10 functions in 30 seconds good luck, can't do it, prove me wrong, show me a 30 second commercial that shows off Blackberry 10 functions. You need 5-10 minutes min.

I was not happy with the commercial...I was really expecting more out of it. Maybe they should have paid for the full minute like other companies did.

I actually liked it. The only problem was that it was over too fast. If people weren't paying attention they might have missed it. I rewatched it several times & liked it more each time. It was very colorful, weird, different. The only thing Blackerry had to accomplish in those short 30 seconds was to let people know they are still alive! So many of my friends think they are out of business.
Now they have to saturate the airwaves with ads.

Just saw them both as well. The official one did nothing for me. Bell commercial followed. I'm just happy to see ads for it out there. Spread the word.

I actually liked it. The only problem was that it was over too fast. If people weren't paying attention they might have missed it. I rewatched it several times & liked it more each time. It was very colorful, weird, different. The only thing Blackerry had to accomplish in those short 30 seconds was to let people they are still alive! So many of my friends think they are out of business.
Now they have to saturate the airwaves with ads.

Just saw a BB10 commercial by Bell Canada. Bell's commercial was head and shoulders better than the Superbowl commercial and I am sure Bell Canada's commercial for BB10 cost a fraction of what the Superbowl ad did!

Pretty polarizing....one way or the other...no in between.

Its actually pretty good the more you watch it. 30 seconds isn't much time. And really, why pump people up so much only to let them down because they can't buy it yet. So if this is the small teaser with the Keep Moving ads ramping up then I think perhaps they made the right move. Its actually growing on me a lot.

I was underwhelmed. The wife who has been asking for an iphone said: "cool"

If the idea was to get people talking about BlackBerry again, it looks like it worked. If the idea was to get people to bitch and complain, well I guess that worked too. O_o

It was better than the game,..... Heheheheh

Unofficial one was definitely better.

Kevin make some calls and get that one on TV.

WHOA WHOA WHOA
I was about to comment how seeing the spot on TV made me realize the power of gestures on BB10.
Then BELL comes on and advertises the BlackBerry Z10 as the reason for a woman breaking up with a guy...a very nice one-two punch there.

That was bad.. like Michael Jackson Bad

You gotta remember folks, the average Super Bowl user thinks that RIM/Blackberry went bankrupt and doesn't exist any more. This just shows they are still around and they have new products. And this is just to wake people up who don't follow Blackberry.

Guys all I ever had is a blackberry and no one promotes BlackBerry around my area more than I do but this commercial was terrible. Before I said anything I asked my wife what her thoughts were on the commercial, she had the same opinion,commercial was not good. Really starting to lose hope for BlackBerry, terrible launch, which has was just a do over of BlackBerry Jam. Releasing phones in the USA two months later, the worldwide launch should have been immediately followed by a worldwide launch, even if the release date had been March 1st . Thor is a great Executive but let's face it he ain't a great pitchman. The launch should have introduced Thor and he should have handed it off to someone but then again it really didn't matter as last week's launch was boring as heck. The worst thing for BlackBerry is a lifelong user and believer has lost hope!

ANYBODY that doesn't like Blackberry's choice for this commercial OBVIOUSLY hasn't taken time to check out the website connected to it. www.BlackberryZ10.com WOW!!!

look at the trolls...lol

Damn, I was expecting to see a naked Alicia Keys and Thorston making out...

Ahaa! Very clever, and for all those complaning about how it didn't show off the features of the phone, the commercial basically states it "For 30 seconds, it's better to show what it can't do". Loved it.

Well...am I the only one that kinda thinks of another highly anticipated event that came off less than expected...different.

It will be interesting to see if this impacts the stock price tomorrow.

Honestly, i didn't like the ad. but its a launch of a campaign... I think the idea of this add was just to say: we only have 30 sec, there is so many thing to show you, so we can't do it here. the rest of the ad campaign during the next month (remember its not launch in the US yet) will probably concentrate on showing what BB10 can do.

What a piece of junk! If Heims approved this, NOW I fear for the company, I will sell all my BBRY stock on Monday .

I am a bit surprised that Thorsten and the Board of Directors gave the green light for that kind of money for that commercial. As a long time Blackberry fan going all the way back to the 957 (monochrome display), I am starting to get concerned....

It is really too bad that they didn't take the opportunity to use the PixelCarve ad. The PC ad gave me goosebumps.

That was terrible. No originality, conveyed no information. Absolute waste of time, money and hype.

I liked it. A lot. I didn't know what to expect but it was funny. A nice Non stuffy ad and it was a shocker (in a good way) to see "BlackBerry " at the end. It was perfect for the super bowl.

More now. Keep the ads coming.

everyone at first i was disappointed then realized... how can you show off the phone in 30seconds? i think its very clever, it was colourful, fun, eye catching..well done

Rubbish & totally underwhelming...

This was like the commercial for gabbo on simpsons except the market in which it aired wont get the product for over a month and there is nothing in this commercial to make them even remember anything. Marketing 101 , how not to advertise.

Disappointing. Surely could have run something more memorable than that.

considering what they had to work with, not a bad ad

for those that felt it was lacking something....here's a 3min+ ad it has a nice song too

best ad so far.

http://www.youtube.com/watch?v=YKHH5H295E0

Disappointing. Surely could have run something more memorable than that.

When people are on Twitter stating: "BlackBerry 10 - what it can't do? A Super Bowl commercial." Then we are in trouble. Or BlackBerry is genius enough to know that it sucked and people would talk about it. I don't think so :)

People are acting like this is the first and last commercial of the campaign.
Even if it doesn't make you want to go get a Z10, you heard ".... To show what it can't do" and it's in your head now. So long as its now followed up with numerous commercials showing what it can(and that's a lot) then things will be cool.

Remember only a tiny percent of the people watching, actually come to crackberry and know of all things BB10. No point in trying to force it down people's throats in 30secs.

BlackBerry... Listen to me.. this is an open note to you-

Put me on your marketing team for 3 months. No salary. I'll have this ship right. I've got ideas and im willing to put the energy and enthusiasm necessary to deliver the message the way it needs to be heard, scene, and received. Right now.. the attempts are not getting the job done. Need proof? Read the comments above and below mine. Im a leader, flourish in public speaking opportunities, and have the cojones to tell you and show you what you don't want to hear.

I see a very good project that isn't being introduced, pushed, or displayed correctly. Contact me only if you are ready and serious... to take some real risks. If you are afraid.. then don't bother, but I still with BB the best. I'll be getting my Z10 in March here in the US.

Drop me a note and I'll send you my information.

Underwhelming.
What can't a BlackBerry do? Launch.
I'm still gung-ho for BB, but that commercial was just a mess. I'm a total BB nerd, but all I can remember about the ad was rubber duckies. I'm a little embarrassed about the whole thing.

I liked the BlackBerry 10 ad, but see it may have been too abstract for some at first glance. Good enough to grab attention in 30 secs, fun and sarcastic. Something like the Pixelcarve unofficial commercial takes too long for that time slot. We'll see what happens with the campaign under normal commercial time.

Fail

Well it may not be remembered tomorrow but it will be featured on WORST OF Superbowl Commercials...

I was hoping for something along the lines of an old man in a senior center acting confused about where he left his BlackBerry. He finds a Z10 and picks it up and with one swipe, brings it to life. Then he stops and says "Hey, this in't MY BlackBerry." And his granddaughter who's visiting him says "No, grandpa. It sure isn't" Flash a few action shots and end with "The all new BlackBerry Z10. Rebuilt from the ground up. This ain't your grandpa's BlackBerry". Grand finale, pop up the BlackBerry Logo, add a Spark after it with the default mail notification sound and a URL to go check it out

A guy can dream I guess

Did anyone notice how when he came out of the gutter the colours that surround him are the same ones google tend to use? Maybe illustrating how android came "up" out of no-where when blackberry has been established for years?? Also if you look into the symbolism of ducks you get such responses as "they are a symbol for a resourceful person as they can allude enemies in numerous ways", simplicity and beauty. They didn't just choose this stuff at random there's a depth to this commercial that many don't get straight off the bat. The only bit i can't seem to workout is why step on the duck?

This was a very good add. As denoted above you cannot show all the new features in 30 seconds. Thats already in place all over you tube. This was about creating something very visual and getting across one key point. This is not a run of the mill phone that catches up to the competition. It is a feature rich phone that can really do some amazing things. Also what I really like about this ad is that it can be used all over the world, since it is not language based. They just change the tag line at the end to what every language they want and it works everywhere. Well done BlackBerry

Guarantee that no one tomorrow is going to say "Hey did you see that BlackBerry commercial?"

I missed it while I was on TV, until the second I heard "blackberry z10". The problem of this ads, after re-watching it here, is that It's not catchy enough: It doesn't stand out.

Neither funny nor sexy nor dramatic (the truck losing control scene was close to that...but it was too short) to catch most people's attention. I asked a few buddies who aren't blackberry fan just now and none of them had any memory of the ad at all. It doesn't link with people emotionally and it failed to make an impression, which is what this ads should be all about.

This is definitely not a "Classic" piece of ads, nor will it make much impact to people perception of blackberry. I read through is strategy and it sounded like a good one, but not the right one for this company. I honestly feel that they are going through the wrong path. This might be Frank's first experience dealing with such a huge advertising budget, and I hope he will learn something after he gets feedback from everyone tomorrow.

For every who is ripping the commercial, how about you use the camera on your current blackberry and film your own 30 second spot.

No matter what they did, I'm sure the haters would still find something to hate.

Proud owner of a Blackberry Torch and Blackberry Playbook.

No, no! The Ad showed the Peek gesture 3 times. Now I begin to worry.

not a bad commercial, but no legs (pun intended)…there isn't really anything that would get you talking about the commercial itself for a day or 3 after airing….not like acura last year with Seinfeld, or the Bridgestone commercial with the beaver. Not a bad spot, but it would have been nice to see something that was a bit more out there on the edge

i thought it was terrible.. why? because i really didn't get it nor can i remember anything about it. Just some ducks.. that's all i remember after watching it just 2 minutes ago. Basically it was completely FORGETTABLE. ...that's not what you want.

EXPECTATION crushes IMPRESSION. Be PATIENT guys.

This was interesting. I think they nailed the point they were trying to make, I mean think about it, what could have they done in 30sec? In the end (Hopefully) it caught peoples attention to go to BlackBerry.com for more information.

Though I would have made some changes, for instance, perhaps some super fast close up's of the innovative keyboard, with having him swipe a recommended word upwards, then the truck in front of him turns to flowers. Get what I am trying to say ;)

It was amusing, but people are used to thinking that about what BlackBerry can't do... That's not going to inspire the haters or those that left to check it out or come back.

And there was NOT a good enough call-to-action in it.

Can BlackBerry buy the unofficial one... And hire them to do more? PLEASE!

Anyone else getting concerned?? Lackluster launch event (in my opinion), lackluster Super Bowl commercial (also, in my opinion) and not being available in the US for a couple of months....

It was a good commercial. People who have inquiring mind will research it themselves so they have their FULL undivided attention. Rather than they force all its features in 30 seconds, which would just confuse people more and those people will judge it right on the spot.

There's a reason why you guys aren't in marketing.

I like it. It's definitely an attention grabber and piques the viewers' interest to find out more about the Z10 phone.

How is this ad going to influence americans to buy BlackBerry? Not Good.

But that was a horrible commercial overall. No one who wasn't previously interested would've changed their mind after that commercial. They didn't show the phone, the OS, the innovation, the possibilities, only a bunch of stuff any other phone can't do.

The commercial didn't separate BB10 from the rest of the phones. iPhones can't give you elephant legs. WP8 can't turn a truck into rubber duckies. Android can't set you on fire. At best this commercial told consumers that the BB10 is no worse than the others. At worst it told consumers the BB10 doesn't offer enough of an improvement to actually show you anything except nonsense.

My personal opinion is that they really wasted a great opportunity here.

I like how some of you people say "Oh the unofficial video was better". The unofficial "commercial " was 1:45 seconds long, this one is 30. Get a grip some of you just need to get real.

Sadly, I think it was a fail. Didn't do much for me or those that I am with.

Don't hurt me, but that commercial did not make me want to buy a BlackBerry.

did not do a lot for me im sorry to say

What the hell was that????? U have an amazing camera feature which a lot of people still have NOT seen and u show me a phone that could give me elephants feet??? We should have seen Alicia Keys...Apple won with advertising, samsung won with advertising... BlackBerry if you don't get this right u will fall.... I can't believe that commercial. They needed a BANG and that was a failure. PLUS that power outage took that BlackBerry Hype quick, it went from what kind of phone is that? To what happen to the lights?

After this terrible ad, they should just pay for the pixelcarve ad and put that on the air...

This commercial makes Palm's commercial seem genius: http://www.youtube.com/watch?v=iGthdO7nwpU

OMG....so you geniuses could educate 300 million people, on an entirely new platform, in 30 seconds? I would love to see you do it.
The tagline was, "In 30 seconds, it is easier to show you what it CAN'T do" and then it shows the website for more info.
Agreed, it isn't the greatest of all time, but really? Show ALL the features of the Z10 in 30 seconds? That's ludicrous.
But of course in 30 seconds I'm sure YOU could teach someone calculus II simultaneously in Portuguese AND Mandarin

Didn't like it. Should have done something regarding blackberries comeback. 30 seconds is hard though.

Forgettable commercial, boring, unimpressive

Samsung commercial was waaaay more memorable

The entire point of SuperBowl commercials is to have people talking the next day about which the the best, funniest, etc...Unfortunately I already forgot what happened in this bit.

Great... Now watch as all the haters come flooding in... :(

Don't know how I missed it, stupid ctv probably didn't even air it.