"Spec" BlackBerry ad shoots Apple through its heart
Chicago (IL) - File this one under the "cool" category. A new BlackBerry Storm ad has been making the rounds recently. It literally takes a direct shot at RIM's fierce rival, Apple. While
many online outlets incorrectly reported this as an official RIM ad, in
reality it's just a so-called "spec" spot used to boost a New York-based creative shop's business. Nevertheless, it single-handedly puts
Microsoft's multi-million dollar marketing campaign to a shame. If RIM had the guts to air this, it could take the fight to Apple's turf.
If you see the new ad by New York City-based creative shop dubbed Guava,
you'd be forgiven for thinking the BlackBerry maker suddenly
decided to take the battle to Apple's own turf. After all, following more than one and a half years of sales, Apple's iPhone is still a success story and RIM
would like to remove it from the market. At one point, during the
quarter when iPhone 3G hit the market, unit sales countered those
of RIM, a small and symbolic but nevertheless an important victory.
Combined sales of RIM devices have picked up in the meantime and are
now ahead of the iPhone.
The ad in question is nothing but a so-called spec spot that is part of the agency's showreel
designed to attract new clients. It was obviously convincing enough to
fool many online news outlets that reported it as an official RIM ad,
but we were able to confirm that it is just a spec ad.
Designed to show Apple who's boss, the ad cleverly plays on fruit subcontext of both Apple and BlackBerry
tradenames. It starts with a nice, juicy red apple rotating slowly on
the screen when a gun shot suddenly cracks the silence. With Pink
Floyd Echoes playing in the background, a blackberry "bullet"
suddenly blasts a hole through apple in glorious super-slow motion fashion. In the end, the blackberry continues on undaunted, not even phased after ripping the apple's innards to shreds. How symbolic.
You can view YouTube video of the ad above, or check it out in high-quality on Guava's homepage or watch it YouTube website.
While it could take ad wars to the next level -- adding a little spice, it is unlikely to happen given RIM's conservative approach toward advertising. Many companies
have also found out the hard way that countering Apple's aggressive tongue-in-cheek marketing tactics (one of
its strongest weapon against rivals) is often a gargantuan if not impossible,
that in mind, we give this one two thumbs up as it serves as great
example that brave ideas like this, while costing probably peanuts in comparison, will still stick in consumer's minds longer and more effectively than the message
of a safe, ambiguous, look-like-everybody else advertisement. Microsoft's multi-million dollar marketing blitz
all but confused us with that series of Jerry Seinfeld and I am PC ads, but still also sticks in our minds -- it's just filed under the "Huh?" category.
What do you think? Would you like to see RIM take a direct jab at
Apple with an ad like this airing on national TV as the official BlackBerry
Storm ad? Share your thoughts down in the comments below.