Kevin O'Hara

All You Need is Love… and a BlackBerry

Posted by Kevin O'Hara
Friday, October 16th, 2009
blackberry, branding, business, commercial, television | Permalink

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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