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Blackberry celebrates ‘people of action’ in global campaign

Blackberry has launched a multi-million dollar global campaign that celebrates ‘people of action’ and highlights its latest range of smartphones and tablets.

Created by Abbott Mead Vickers BBDO, the ad focuses on a series of images that highlight the juxtaposition between active and inactive choices. For example, a pair of slippers versus a pair of ballet shoes, a cookery book and a take-away, or a sofa shown against an amusement park ride.

The ad incorporates a mix of real-life actors, cartoon imagery and computer graphics ending with the statement: “There are people who don’t. And there are people who do. Do you?”

The idea was based around the idea that Blackberry users are ‘people of action’ and that Blackberry devices ‘facilitate action’ through unique features such as its BBM instant messaging service, which allows users to share music.

The first 40” TV spot broke in the UK over the weekend during entertainment show Britain’s Got Talent. Two 30” versions and a 60” cinema execution are due to follow next month.

“Our intention with this ad and our campaign as a whole is to celebrate the idea of choice,” says Research In Motion senior director of brand marketing and communication Sarah Probert. “We all make choices every day and Blackberry is there to help the consumer make those decisions and achieve their goals.”

The consumer-facing campaign breaks just a month after RIM chief executive Thorsten Heins announced that Blackberry was to give up on most consumer markets in order to focus on its business customers.

Jenni Baker, London