New BlackBerry ad -- that's, um, why they're called mobiles?

Some may be relieved that, post-Super Bowl, BlackBerry is no longer trumpeting what its Z10 can't do. But a new ad for the smartphone suggests merely that it can keep you moving. A bit generic perhaps?

Does this move? BlackBerry/YouTube; screenshot by Chris Matyszczyk/CNET

I have spent the last few days explaining to those closest to me that, because of my past, I can never become the pope.

I have also told several people I can never climb Everest, turn a snake into a mongoose, or kiss Bar Refaeli.

I attribute this strange burst of negative information to the ad that BlackBerry ran during the Super Bowl .

Should you have missed it, you can't be too disappointed.

However, the company has now released a new ad -- currently running in Canada and the U.K. -- that attempts to insert a positive halo around its new and vital Z10.

I am grateful to The Wall Street Journal for revealing to me that the promise of this ad is that the Z10 is built to "keep you moving."

You will become unwittingly jittery in several extremities when I tell you that the ad features people being, well, kept moving.

The music -- "Elephant" by Tame Impala -- is just the right sort of retro-heavy. A little like the BlackBerry brand, some might say.

The whole ad is competently produced. But you wonder whether it's all a little too generic to be memorable.

Where Samsung's current, excellent ads could only be Samsung's, these feel like any phone could be slipped in there and the ad would seem just fine.

BlackBerry needs more than just fine.

The Z10 is clearly thought to be a vast improvement on the Neanderthal business accoutrement of the past. And no one should ever think that every great product has great advertising. Some have no advertising at all.

But if the reason I should consider a Z10 is because it will keep me moving, some might imagine this feels a little like a lifestyle laxative.

It would be lovely to hear something more compelling. It would be lovely to feel (and understand) that this phone is genuinely different.

Will this ad -- which will run in the U.S. nearer to the eventual launch date of the product -- help to make people feel excited about the Z10?

Or, if anything, will it make them merely think of the device as the smartphone version of a tame Impala (or a benign Ford Focus)?

 

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