Some camps hold the view that a golden rule of positioning and effective branding is to never mention the competition in your advertising. But rules were made to be broken. Especially when breaking them results in great creative, clear messaging and potential word of mouth value.
The Apple versus PC (aka Microsoft) is a case in point over the years.
Apple has clearly cornered the creative niche in this genre, literally taking a hammer to the competition and effectively demonstrating that there is such a thing as geek chic. From the iconic Chiat Day 1984 Apple Macintosh Super Bowl spot touted as the best TV commercial of all time, down to the recent spots Mac versus PC spots starring John Hodgman and Justin Long that are cute and entertaining (as far as 30 second spots go), the competition has paled.
Enter Research In Motion's Blackberry and the new era of mobile wars. The spirit of this spot below literally "takes a shot" at Apple in a simple and smart way. Visually relevant and memorable. No over thinking here.
As with the personal computer market, there is a lot at stake with mobile brand and product positioning over the long-term. And, these are still early days. One has to wonder if this is a one-off or, if there long term viability for RIM's to approach Apple's prowess on this front as each execution can be a very risky proposition. At the end of the day, though,competition is good. But it is even better when it yields powerful creative, so let the battle wage on.
UPDATE: As suspected, this was a consumer generated video (I'm told it was likely done by an agency or other professional outfit, but was unsolicited and not sanctioned or endorsed by RIM). It was not aligned with RIM's standards for advertising or branding. And, although I do like the simplicity of it, it makes a lot more sense with that in mind. Apologies for not nailing down the source of the video in the original post.
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RIM is a great company. God love em - they are one of, if not, the ONLY bright light in this bleak Canadian hi tech wasteland.
However, the iPhone was first. As was the Macintosh GUI based computers and the iPod was also first.
There are scads of aggressive marketing techniques listed in all the text books one can see as examples.
Saying it is the first touch screen Blackberry is weak and like saying "This product is favored by those that like it best."
Or something like "Now, with new packaging!"
I would shoot the agency. It is a clever idea. Excellent Sally - we will use it on the Powerpoint at the sales conference. As far as advertising goes? It's weak. And as I am rehabbing here at home I am being kind.
Is this the freakin idea of an ad campaign now? Get an agency. One with a Creative Director not on crack. (Ooops I guess the pain killers wore off?)
I believe there is a higher ground. And there is a better way to advertise The Blackberry.
And Bell has the fastest network! Good points Pete, but I’m looking beyond the tagline or the “who was first” contest.
I love Blackberry as a business tool. I love Apple for its sexy design and ability to entertain. Two totally different roles in my life. On that desert island complete with WiFi, if I had to choose between which device to bring, it would depend solely on what I needed to do most.
My take-away from the creative is that, for business purposes, BB blows a hole right to the iPhone core. It reinforces that share of mind quite effectively
.
If RIM takes on Apple in this type of advertising, it is viable shot across the bow. Longer term, it may prove to be a tough game to win. This example, however, as a stand-alone effort, works for me.
I agree there is a higher ground. And, Apple has great advertising aside from the “better/cooler/faster than the other guy” stuff. But just because they do it so eloquently does not negate others from taking the same tactic on this front.
Hope the prescription has refills. And hey, no operating any heavy machinery
; )
I think you'll find this was created by Guava Studios in NYC, this isn't something a company or brand like BlackBerry would produce, it's really a fan video.
Thanks June. I posted an update earlier. I found it difficult to nail down the exact source at the time of the post and all the comments and threads led me to believe it was, in one way or another, from RIM ( I did have an ounce of doubt/skepticism - mostly from some minor elements I noticed in the video. I should have mentioned in the original post.)
Thanks for clarifying!