Study Your PlayBook

I’ve talked about BlackBerry before with there ‘All You Need is Love’ commercials here and here. And it seems they haven’t strayed too far from course when introducing their brand new tablet the BlackBerry PlayBook. Although not as obvious this time around, the BlackBerry PlayBook Preview does a nice job tying this one into the old campaign in a very subtle way. The song in the video is Where I’m Going by Cut Copy and the lyrics start off with “All you need is a dream and a lover to”. At first I thought it was just another bad cover of the Beetles, but it is actually a great tune for this spot.

Enterprise Ready Tablet

The PlayBook is self described as amplified, multitasking, business-driving, flash-loving, App-rocking and device-pairing. Introducing the first multiprocessing, multitasking, uncompromised browsing, enterprise ready, professional tablet. At a much smaller size than the iPad, it is clearly aimed at getting in the business landscape capitalizing on its enterprise ready out-of-the-box capability. I don’t think it will give Apple serious competition but it is nice to see some viable competitors out there.

What do you think?

Can’t wait to see this when it comes out and how much it will cost!

All You Need is Love

So here is another one of BlackBerry’s ‘Love What You Do’ commercials. This one is even more confusing than the last. If you remember the Rock Band version, the band practices real hard and becomes great. In this one, two wannabe fashion designers put a show together. I guess if your first show goes well, you can continue to do what you love.  But what if it’s absolutely horrible? I guess you go out and yourself get a BlackBerry.

Become a Fashionista in Five Easy Steps:

• 1. Work on stuff with friend
• 2. Fight about it
• 3. Work on it some more
• 4. Put on show
• 5. Rave Reviews to shock the fashion world.

Enter the BlackBerry ‘Love What You Do’ logo again and… scene! So, there is even less connection with technology, smartphones, BlackBerry’s, etc. than I’d like to see.  I think step 3.5 in this version is – Up and coming fashion designers run out of rare and expensive fabric they need to complete new line, use Blackberry to track down new vendor, purchase and ship in time to save the show. I still think if they didn’t have the Beatles cover song, they wouldn’t have a commercial at all.

Take a look:

More Love

The ‘Love What You Do’ campaign has several commercials, check out these others:

Rockband Love

All You Need is Love

Apparently, all you really need is love and a BlackBerry and everything else in between takes care of itself. According to the latest commercial in the ‘Love What You Do’ campaign, BlackBerry is insinuating that if you have one of their smartphones you’ll be able to do whatever you want. Like start a rock band and become really, really, ridiculously famous. I’m just not sure how the phones actually accomplish this for you.

For those of you who haven’t seen the commercial, let me break it down for you.

BlackBerry Saves the World in Five Easy Steps:

• 1. There’s a band
• 2. They suck
• 3. The band practices
• 4. The band rocks out
• 5. The band gets fans

Enter the BlackBerry ‘Love What You Do’ logo and… scene! So, I get the point that somewhere along the way the band used their awesome BBs to help them do something productive that could otherwise not be done without them. However, it would be nice if the commercial at least hinted at what that actually was. There should be a step 3.5 – While traveling through the remote parts of the mid-west with little to no mobile coverage, Band connects with concert promoter who gets them a gig at the Whiskey. That would make sense.

The commercial does succeed in pulling some emotional heart-strings, but I’m not sure that is enough to convince people who don’t have BlackBerry’s to buy one. Certainly, if they didn’t have such an established brand they would never be able to pull this off because it is strictly branding and has no product sell value at all.

Take a look for yourself and make your own decision.

More Love

The ‘Love What You Do’ campaign has several commercials, check out these others:

• Fashion Show/Runway Love