Blackberry Boys: Saying a lot without saying too much

If you've watched tv in the last few days, chances are that you have seen the 'blackberry boys' advertisement. Full credit to vodafone and their agency on this one. If you havent seen it yet, here goes http://www.youtube.com/watch?v=FPZH4OysGZI

The ad is well made technically and execution is simple yet powerful. For me this ad has a lot more than meets the eye, it re-defines the way in which business phones are currently positioned and marketed. Are the business phones really for the business users? Or is that why they are called 'smart phones'? Clearly today, the youth seem to have taken to the bb, and taken well.

About a year ago, i'd noticed that a whole lot of my friends moved to blackberry and these were the exact mix of people that the ad showed. From 40+ CEOs to 20 something coolios, from geeks and nerds to absolut party animals, men and women, boys and girls, everyone was switching and thankfully for blackberry, almost all of them continue to be the 'blackberry boys'.

I find the ad well made and some of what I can take from it is:

1. One clear message: 'Not just for the office guys'.
2. Absolutely real: Real people, real situations.
3. Breaks myths: Listen to the lyrics of the song
4. Evokes emotions: Music is used very well here, catchy tune.
5. Showcases benefits
6. Testimonial driven: Clearly demonstrates user acceptance

The one big negative for me here was the fact that someone actually had to point to me that the ad also said, "now on pre-paid"! If their objective was to announce the availability of blackberry on pre-paid, i completely missed that.

Do drop me a line and let me know what you think of it.