Unless you have been living under a rock for the past few months, you have probably seen the newest Blackberry ad campaign "Love What You Do" which features the Beatles' song "All You Need Is Love".
Ever since I first saw it, I have been trying to figure out exactly what they are trying to say. I suppose the point of the campaign to position Blackberry as more of a lifestyle brand than a one more focused on satisfying the needs of business. This makes sense, seeing as the iPhone is getting some traction in the business market while Blackberry eyes the everyday user but the issue I have with these ads, at least in the montage version I seem to see more often, is that I just don't see any of the product or brand benefits really being portrayed in the ad.
Here it is:
So I am left to wonder what their placement strategy is... are they going to show the individual versions or just keep showing the montage? (you see the whole series here).
I have to applaud Blackberry for stepping into the pop culture limelight and trying to make their brand appear younger and cooler. I saw in the paper today that one of the Blackberry models outsells the iPhone but I personally just cannot seem to get it into my head that carrying a Blackberry will ever be "cool" despite how cool the people that use them think they look. I have just sat across from too many people tapping away on their Blackberry.
That's why I got an HTC Touch and am eyeing an iPhone 3GS for my next phone but we'll see... there are so many great phones coming out these days it's going to be hard to choose.