By now, the new ad campaign for the new BlackBerry 10 devices is in full swing in Canada and the UK, and we’re left with two thoughts.
First of all, why didn’t BlackBerry use AC/DC’s “Back in Black” for this campaign? A comeback narrative using that song might have been thrilling. Perhaps they wanted something completely new, a clean break from the past.
Our second thought is “What is that song behind the current, side scrolling “Keep Moving” ads that are running every time we turn on the TV lately?” The tune sounds like an outtake lifted straight from the Beatles Revolver period, complete with the reedy, fuzzed-out treble of a vocal that sounds a lot like John Lennon.
Turns out the song is called “Elephant” by an Aussie band called Tame Impala. The group released its debut album, Innerspeaker, in 2010. The album won the Rolling Stone Australia Award for Best Album the following year, narrowly beating out Men at Work. We’re kidding about that last part.
“Elephant” is from Tame Impala’s new album “Lonerism” and the BlackBerry ad is being credited with sparking a surge of interest in the group stateside. The album has debuted on Billboard‘s Top 200 Album Chart at number 34.
Here’s the full video.