BlackBerry and Best Buy are two struggling companies with a
whole lot in common when it comes to their failing business models and slump in
stock sales. Now they are also two companies who have recently given the world
two terrible Super Bowl 2013 ads which don’t seem to have much hold on
consumers.
BlackBerry’s recent introduction of its new Z10 smartphone,
which was unveiled last week was intended to keep its current customers engaged
with the brand while enticing its former customers to return. The product
itself could be what BlackBerry desperately needs to get back on track, and
with the right ad campaign, they could have done so. But instead of showing
consumers what their product does, BlackBerry did a full 180 and gave us this
monster of an ad.
Meanwhile, Best Buy featured an ad which portrays Amy Poehler as
a shopper, harassing a sales associate with personal questions. The ad has
hints of humor but confuses consumers with non-direct messages and endless
questions on what seems to be hundreds of products. With the tagline, “Thousands
of Experts Ready to Help,” One would think the commercial would showcase the
expert actually answering questions, instead our expert stands dumbfounded and speechless
in the wake of the inquisitive tornado that is Amy Poehler.
With Super Bowl 2013 ads being said to average $4 million
dollars for each 30-second spot, big box stores like Best Buy battling online competition,
and BlackBerry fending off the ever growing iPhone following, it is clear that
neither company should invest in risky, unclear and confusing ads. Super Bowl
ads have always stressed creativity but with BlackBerry’s flat out weird ad and
Best Buy’s borderline obnoxious and aimless ad, it seems as if sense and logic are
being removed from the process creating new ads.
