What Twitter Thinks of BlackBerry's Super Bowl Ad

CIO.com's Al Sacco reached out to his thousands of Twitter follower for their takes on BlackBerry's first Super Bowl commercial.

BlackBerry Super Bowl Commercial

Shortly after CBS aired BlackBerry's first-ever Super Bowl advertisement I took to Twitter to get the social consensus on the commercial. (Watch the BlackBerry Z10 commercial here.) The feedback was mostly negative, but some Tweeters had good things to say. Here's a selection of the most notable responses I received:

My thoughts: The ad was a bit underwhelming, especially because BlackBerry started teasing it more than a week ago, sending still images to media outlets and hinting that it would be one of the best commercials during the big game. It wasn't. But it was packed with memorable imagery, a catchy tune and lots of bright colors set against drab city backdrops, which helped to grab the viewer's attention. Ultimately, the ad was simply meant to raise awareness of the brand new BlackBerry 10 platform and the first smartphone, the Z10, among "normal" non-techie people. And I think it did that.

But was it worth the roughly $3.8 million BlackBerry reportedly paid for the 30-second promo? I don't have an answer to that question, but BlackBerry needs all the attention it can get right now—even if the Z10 won't be released in the United States until mid-March. (Read my full review of the BlackBerry Z10 for more details.)

And in case you're interested, here are a few production details on the commerical, from BlackBerry:

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

AS

To comment on this article and other CIO content, visit us on Facebook, LinkedIn or Twitter.
Download the CIO October 2016 Digital Magazine
Notice to our Readers
We're now using social media to take your comments and feedback. Learn more about this here.