CIO.com's Al Sacco reached out to his thousands of Twitter follower for their takes on BlackBerry's first Super Bowl commercial.
By Al Sacco
Managing Editor, CIO
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.
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
Al Sacco was a journalist, blogger and editor who covers the fast-paced mobile beat for CIO.com and IDG Enterprise, with a focus on wearable tech, smartphones and tablet PCs. Al managed CIO.com writers and contributors, covered news, and shared insightful expert analysis of key industry happenings. He also wrote a wide variety of tutorials and how-tos to help readers get the most out of their gadgets, and regularly offered up recommendations on software for a number of mobile platforms. Al resides in Boston and is a passionate reader, traveler, beer lover, film buff and Red Sox fan.