BlackBerry chooses ‘swagger’ over substance for Super Bowl spot

BlackBerry chooses ‘swagger’ over substance for Super Bowl spot

BlackBerry has just unveiled its Super Bowl ad — arguably the company’s first real mainstream debut for BlackBerry 10 following its launch event — but for some reason it’s all about what its new Z10 handset “can’t” do. (For instance, the BlackBerry Z10 can’t turn an out-of-control truck into a pile of rubber duckies.) That’s a curious strategy for a company that just rebranded itself last week, and that needs to successfully win back the high-end smartphone market in the US and other regions where Apple and Google have dominated for years. In a phone conversation with The Verge , BlackBerry Chief Marketing Officer Frank Boulben says the new Super Bowl ad “shows some swagger. It’s cutting edge, it shows self-confidence. It fits with..

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BlackBerry chooses ‘swagger’ over substance for Super Bowl spot

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