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Advertising Campaign Blackberry Bold

cial shows the runner’s legs moving at a supersonic speed while everything else in the commercial has slowed to a near halt to focus on discussion about the BlackBerry Bold. The theme of not only being fast, but faster than everyone else, is the obvious goal in the spot, and that is cemented with lines like “me, I’m fast!”1 and ”It’s good to be fast”,2 as the runner crosses the finish line, a sure winner. The problem with this commercial is poor execution and delivery on several levels. Firstly, the commercial takes place in a sports arena, and the runner’s voice, as clear as it is, fails to make up for all the noise and audio feedback that crashes behind the spoken text. It’s enough to make a viewer want to plug their ears, not listen further. Secondly, the commercial fails to highlight the features of the BlackBerry Bold, because there is more dominant graphic emphasis on the runner’s fast moving legs and the track race than the elements of the phone itself. The air of excitement was indeed captured in this commercial, but is probably better suited for a sports deodorant commercial than anything else. Thirdly, unless you are a runner or athlete yourself, it’s pretty unlikely that the average BlackBerry user, potential or otherwise, is going to be able to identify with this character, ergo, an all around poor choice of talent for such an important piece of technology.
Another ineffective commercial can be found at the product’s own website. It briefly shows a plethora of mosaic-tiled images of various people and things that come together to form the image of the BlackBerry Bold phone. Over this are the spoken words “Connect to everything you love in life in a bold new way….BlackBerry Bold…as beautiful as it is powerful.”3 The commercial features lovely new age trickling music in the background, and bright colors in motion, but, like the previous commercial, fails to inform the viewer exactly how they can use the phone and what its

Advertising Campaign Blackberry Bold