I am sure this ad is in response to the latest iPhone which people are clamouring for standing in long queues. The 'till-now-strictly-for-corporate-audience' Blackberry has had to change what it means to its customers. Because they know their very loyal customers are also enchanted by Apple's latest offering.
'It can do more' must be the brief given by the Blackberry brand managers to their advertising agency but the ad has failed to bring out the real experience 'being on one'.
If you look carefully you do see some images of games, beaches, head phones but no, there is no real incentive to acquire one or aspire for one! But definitely it has failed to change the perception that Blackberry is for corporates. For the simple reason that every ad has to have a few basics -
The message should be disruptive i.e. something which has not been seen before, not spoken by anyone before and one that makes your audience sit up and notice. It could be as big as world's first hybrid train (I wish there is one in the making) or a simple feature in your existing product which your target audience loves but no competitor has talked about. But mind you it should be a relevant feature which delivers a particular experience your customers love.
What lacks in this ad is the wow factor, reason to start a life on Blackberry and 'is-it-for-me'.
My Rating - 5/10
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