BlackBerry Z10 Super Bowl ad: Here’s what the phone can’t do

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By Staff /  05 Feb 2013 , 10:19

Struggling smartphone marker BlackBerry, which has just launched its new BlackBerry 10 platform along with two smartphones the BB Z10 and the BB Q10, went for an unconventional approach with its ad for the Super Bowl half-time this year.

The advertisement for BlackBerry’s flagship device, the Z10 showed what the smartphone can’t do. The commercial shows a customer with a Z10 and as he starts using the phone, he bursts into flames, grows elephant legs, teleports himself and bursts into colours as he does so and finally turns an out-of-control truck into thousands of rubber ducks. Of course all of this is with just a click of his BlackBerry Z10.

This screenshot provided by Blackberry shows the Super Bowl advertisement for Blackberry 10. AP/BlackBerry
This screenshot provided by Blackberry shows the Super Bowl advertisement for Blackberry 10. AP/BlackBerry

The tagline of the ad: “In 30 seconds, it’s quicker to show you what it can’t do.” The theme of the advertisement appears to be inspired by Fantastic Four, and while it does make for a cool watch, it might leave you a little confused as to what BlackBerry is actually trying to achieve with this one.

According to CNET, BlackBerry Chief Marketing Officer Frank Boulben believes will turn some heads and get consumers primed for a launch that’s still more than a month away.

“The Super Bowl is a big wake-up call saying BlackBerry is back,” Boulben told CNET. “It says there’s something worth checking out.”

The BB CMO also told Mashable, “We’re leaving viewers a call to action to check by themselves.”

Watch the BB commercial below and tell us what you think of it.


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