Blackberrys enters the ‘dating game’ in new TVC

Blackberrys enters the ‘dating game’ in new TVC

Author | Pallavi Goorha Kashyup | Thursday, Sep 10,2009 9:08 AM

Blackberrys enters the ‘dating game’ in new TVC

Blackberrys is unveiling its new TVC, titled – ‘The Date’ – September 10. The commercial brings out the essence of the Blackberrys brand of sharp youth with energy and its aspirational appeal of being quick witted. Arms Crestra is credited with the concept and storyboard of the TVC, which has been executed by Australian director Tim Gibbs, known for his work in international fashion and lifestyle.

The TVC is an outcome of international treatment on an Indian background and thus, Blackberrys aims to expand its consumer base by avant grade advertising exposure.

The TVC highlights young professionals in Blackberrys attire, walking back from work, when they spot a floodlit basketball court. On an impulse, they rush to play a game of basket ball. They start dribbling and passing the ball to each other, distracting a girls’ team of international players. The lead man challenges them to a game for a date. The tempo of the game builds up to an intimate interplay, when suddenly the lead guy gives way to the girl to score a basket. The girl calls out ‘You lost the date!’ The young men nonchalantly adjust their ties and jackets and walk off, calling out ‘The game was the date’. A subtle humour, a whole lot of energy makes the film unique from other lifestyle players focusing on the winning moment as a dramatic twist to the end.

The TVC is targeted at the urban and semi-urban educated man in the age group of 25-35 years. Blackberrys over the years has successfully positioned itself as a formalwear brand for the new age consumer, who is looking for cutting edge dressing to complement his lifestyle. Blackberrys creates an inspirational pull by using thematic visualisation of the brand and push its new range and innovations through interactive platforms.

Commenting on the new TVC, Yogesh Tiwari, General Manager, Blackberrys, said, “The lifestyle segment lends itself well to a visual medium like TV, where emotions are best captured. This helps in building brands such as Blackberrys, which require the ‘intangibles’ to be made relevant to the target consumer effectively.”

“‘The Date’ commercial brings out the essence of the Blackberrys brand of ‘Sharp Youth with energy’ and its aspirational appeal of being quick witted – particularly with the opposite sex,” he added.

“The TVC would appeal to the spontaneity of the urban, sexual man, whose attitude reiterates the positioning of Blackberrys in the arena of fashion and lifestyle,” said Aditi Chakraborty, Head of Brand Communications, Blackberrys.

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