Blackberry Love What You Do Campaign
Hip music, cool visuals, and cool people with cool jobs — this ain’t your daddy’s blackberry.
With an emphasis on the creative class of the youth generation, Blackberry is clearly trying to shape the “business only” reputation that tends to dominate their brand ethos.
A friend of mine once told me, “iPhones are for creative people who like to take pictures and daydream. Blackberries are for people that do real work.”
This is something that has stuck with me for a while, but clearly Blackberry too, with their diminishing market share, is trying to shake the “old whitey” suit and tie getup that they’ve been wearing for so long.
This new series of commercials called “Love What You Do” is all about you. Not you the lawyer or investment banker, but you the passionate food catering guy, you the fashion designer, you the bike courier, and you the photographer. Also notable is that the commercials depict a culturally and racially diverse group of people.
What I like about these ads is that it legitimizes and empowers the growing Nouveau Creative Class that has really only started to take shape in the past few years, and also tips the hat to America’s cultural roots.
Ultimately though, I can read between the lines and understand that this is all just clever marketing schlock, and Blackberry is really trying to go toe-to-toe with Apple and HTC, but I do think they may actually be onto a good thing here.
While it will seem obvious that they’ve jumped on the hipster wagon, if the product is good they may just make it. Otherwise, the last thing a hip creative young person wants is to be labelled and told “this is what you’re like, and this is the device you should use.”
Let’s see how it plays out.
