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BlackBerry, Samsung Super Bowl ads: Only semi-successful (+video)

Published: Monday, Feb. 4 2013 11:00 a.m. MST

This undated screenshot provided by Blackberry shows the Super Bowl adverstisement for Blackberry 10. The ad is part of a broad marketing campaign about the totally re-designed, re-engineered and re-invented BlackBerry.

Associated Press

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Our take: Blackberry and Samsung advertised their new smartphones during the Super Bowl. Eric Zeman from InformationWeek analyzes the success of the commercial.

"'In 30 seconds, it's quicker to show you what it can't do,' said BlackBerry of the new Z10 smartphone during its Super Bowl commercial. Not exactly the best choice of words for a company that is launching its do-or-die device and platform.

"The ad features a man walking around city streets with his new BlackBerry Z10. As he walks around using his device, he bursts into flames, grows elephant legs, explodes into a puff of clown smoke and turns a hurtling tanker trunk into rubber ducks before it squashes some pedestrians.

"The BlackBerry Z10 can do none of these things, it is true. BlackBerry didn't lie in the ad. It also didn't say one positive thing about its brand new platform and device. The ad didn't show a close-up of the phone, the user interface nor anything the device can do.

"It was a slightly humorous 30-second spot, though I can't say BlackBerry will get much return on its investment. The reaction to the ad on Twitter during the game was more negative than positive. The company didn't provide one compelling reason why consumers should care about its brand new smartphone."

Read more about Super Bowl ads on InformationWeek.

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