Debrief: Lazy creative work, BlackBerry

21 Aug,2012

By Anil Thakraney


BlackBerry is out with a brand new campaign. The message this time is ‘Action starts here’. I don’t much care for this slogan, it’s too generic and boring. Just about any product can use it, including televisions, cars, deodorants and condoms. Now, when the slogan is weak, it’s all left to the interpretation, which has to dazzle, else the ad is sunk.


After watching the TVC, I was left confused. So I watched it again, and was left even more confused. The treatment is the same old – an array of youngsters doing their individual number. One girl wants to turn the world green, another wants to lose some weight. One dude wants to patao a blushing chick, another wants to be a rock star (wow, how original is that!). And so on and so forth. Finally, the voiceover arrives and grandly declares: Whatever be your action, it starts here.


[youtube width=”400″ height=”220″][/youtube]

Totally ridiculous stuff. How exactly does BlackBerry help these guys achieve their objectives, is a mystery. How did the girl change the world? By chatting on BBM? And how did someone lose weight? By reading Shashi Tharoor’s tweets on her slim BlackBerry? Like I said, I am confused. And the treatment is so very sixties. A whole lot of shiny, happy people, with a tired jingle playing in the background.


Dear BlackBerry: I want to remove corruption from this country. How do I do that? By sending a text message to Anna? By asking my pals on Facebook to congregate at Ram Leela maidan? Why can’t I do all this from my Nokia? How will you help me differently? Please do explain!


Rating: (On a scale of 1 to 5): 0. Same old, same old stuff.


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