Whaaat is going on here?

The new BlackBerry Z10 cannot set you on fire, give you elephant legs, cause you to disappear into a cloud of rainbow smoke or turn a speeding truck into harmless rubber duckies. But with only 30 seconds, on the world’s largest advertising stage it’s quicker to show you what it can’t do. In a fun and creative one-time spot that aired this Sunday, BlackBerry introduced the new BlackBerry Z10.

The fast and elegant BlackBerry 10 device symbolizes a restart for the company, which has completely re-designed, re-engineered, and re-invented its products and its brand. BlackBerry 10 features many advances that are designed to make it stand out. With communication and agility at its core, BlackBerry 10 is for people who need to Keep Moving, which is the new tagline and mantra for the company.

For the big game, rather than run an ad that is expected for the tech category – one that showcases the features of the product – we decided to have fun and challenge the status quo. We knew that for this event, it was important to spark a conversation about BlackBerry 10 and to make people curious enough to find out more. We’ve got the great benefit of having one of the largest social networks in the world with 30 million fans on Facebook and Twitter, and we wanted to drive people both there and to our website to discover what makes BlackBerry 10 stand out.

Frank Boulben sat down with the Inside BlackBerry Blog crew to talk about the commercial:

[ YouTube link for mobile viewing ]

We’re four days after the launch of BlackBerry 10 – our largest product introduction ever. The response to the product has been tremendous and we’re building off that momentum on the largest advertising stage of the year.

Don’t forget to check out BlackBerry.com to see what BlackBerry 10 can do.