Critics of BlackBerry have mocked the devices as relics from another era, at least they did before the Z10 launched earlier this year.
But with a decent stateside reception to its new platform, some are wishing BlackBerry would not be afraid to shy away from its past.
One BlackBerry fan, Ryan Helt, has taken matters into his own hands and created his own ad, which he posted to YouTube a few days ago. Helt explains why he did it.
“I was not particularly impressed with the recent advertising of BlackBerry and took it upon myself to create this commercial to try and fix what I believe is a corporate brand stigma,” he says. “It’s central purpose is to evoke an emotional response from current or past users.”
To the strains of a violin playing Green Day’s “Good Riddance (Time of Your Life)” the three-minute mock-ad looks to strike a note of nostalgia note for BlackBerry stalwarts. The ad shows a series of filmic depictions of BlackBerry life before the iPhone came and turned the company’s world upside down.
The second half of the ad switches gears and begins, somewhat suggestively, with a closeup of an apple with a bite taken out of it. A young man packs a suitcase, then tosses the oxidized, browing apple in a trash can. To the soundtrack of J.Cole hip-hop infused version of “I’m Comin Home” he knocks, virtually, on a door with his black Z10. Helt appears at the door and says “I’m home”.