Debrief: Vodafone BlackBerry: Self-indulgent tripe

22 Mar,2012

By Anil Thakraney


The Vodafone ‘BlackBerry Boys’ are back. Those singing and jiving suits. If I recall correctly, these buggers were complaining in a commercial a couple of years ago, that their BlackBerry had been stolen by dudes and dudettes. That it was no longer a corporate toy. Well, they are still cribbing about that, but the new ad is immensely irritating.


Vodafone wants to increase the BB penetration further amongst the masses. And now the suits appear to have totally lost their ‘USP’. Everyone seems to be using the BB for all sorts of stuff. Dating, BBMing, uploading pics, chatting, etc. As a result, the uncle suits have gone into absolute mourning, and this makes the TVC very unappetizing to watch. Trust me, it’s no fun watching suits whine and sob, we see enough of that in the corporate world anyway. So while the original version was peppy and novel, the sequel is jaded and boring. I think it was a big mistake rehashing the ‘BlackBerry Boys’. They should have come up with a fresh idea.


[youtube width=”400″ height=”200″][/youtube]

More importantly, in what appears to be an exercise in self-indulgence, the marketer and their ad agency overlooked one very important factor: There is zero entertainment in the commercial. After the first exposure you want to shoot the mourning suits. The least they should have done was to make them more interesting, if that is indeed possible. And what’s with the running supers that spell out the tired jingle? ‘BlackBerry Boys’ don’t understand simple angrezi? Now that’s reason to mourn.


Rating: (On a scale of 1 to 5): 1. RIP, Messrs BlackBerry Boys

Post a Comment 

Comments are closed.