Skip to main content

New BlackBerry Z10 ad shows a little of what it ‘can’ do

blackberry Z10If BlackBerry’s first Z10 ad – aired during Sunday’s Super Bowl – left you feeling a little dazed and confused, perhaps the mobile maker’s second offering will have a more positive impact.

Aired in Canada on Monday, the 60-second ad works towards the tagline built to keep you moving. It even shows you a little of what the device can do, as opposed to what it can’t, which is excellent news for anyone thinking of buying it.

Related Videos

The new ad, featuring a guitar-heavy soundtrack by Perth-based psychedelic hypno-groove melodic rock band Tame Impala, takes you on a journey through the lives of others, with various scenes linking to features found on the new Z10 device, such as the ability to ‘flick’ predicted words into a mail and the Time Shift photo mode that allows you to pick the best shot from a burst.

BlackBerry’s initial Z10 ad showed a guy carrying the handset as he 1- set himself on fire (sort of), 2- walked down the street with the feet of an elephant, 3- teleported himself to some place below street level, and 4- turned an out-of-control truck heading in his direction into a million rubber ducks. We were then told the device couldn’t do any of those things. And that was it. 

The Z10 has already launched in the UK, and hits the Canadian market – BlackBerry’s home turf – on Tuesday. Consumers in the US waiting to get their hands on the new smartphone will have to wait until March, with rigorous testing of the device and its BlackBerry 10 operating system taking longer than expected – a situation BlackBerry CEO Thorsten Heins is understandably unhappy about.

“Am I a bit disappointed? Yeah, I would be lying saying no,” he told the Associated Press on Monday. “But it is what it is and we’re working with all our carrier partners to speed it up as much as we can.”

According to a report yesterday, many UK consumers in the market for a smartphone have been taking a real interest in the Z10, a response which needs to be replicated the world over if the-company-formerly-known-as-RIM is to get its business back on track. Heins even claimed that a “substantial” number of British smartphone buyers have been moving to BlackBerry from other platforms in the last few days, though he declined to give any specific numbers.

“It’s beyond expectations,” he told AP when asked about the Z10’s UK debut. “White is sold out already. The black is hard to stock up again. It’s very encouraging.”

Editors' Recommendations

BlackBerry Key2 LE: Everything you need to know
The BlackBerry Key2 LE is back home at Verizon, but only for business types
BlackBerry Key2 LE Hands On

The BlackBerry Key LE is a lower-cost version of the Key2, doing away with some of the more high-tech features seen on the expensive sister phone, and cutting costs by using different materials for the body, to create a more affordable but still distinctly BlackBerry smartphone.

You can check out our Key2 LE review to learn more about what it's like to live with the phone, but in the meantime, here are all the technical specs, details, and availability options.
The BlackBerry Key2 LE is available to buy at Verizon, but only to business and enterprise customers, according to reports. Verizon's selling the Key2 LE for $450 without a contract, or for $100 if you sign up for a two-year plan. The phone does not show up on Verizon's non-business store, so there does not seem to be the option to buy the phone for this price without a business plan.

Read more
BlackBerry Key2: Everything you need to know
The dramatic BlackBerry Key2 Red Edition is now available in the U.S.
blackberry keytwo news and rumors key2 red main

Blackberry is always at the top of its game when it sticks to what it knows best -- security-focused phones with QWERTY keyboards. The Blackberry KeyOne was a return to form for the company, and its successor has improved upon it in every way. Here's everything you need to know about the BlackBerry Key2.
The BlackBerry Key2 Red Edition is now available


Read more
BlackBerry sets own pace for 2019: Strikes Verizon deal, but no 5G phone coming
BlackBerry Key2 LE review


BlackBerry continues to look to its roots to continue growing in 2019, but isn’t about to jump into one of the biggest — and buzzword-filled — mobile trends of the moment. First, BlackBerry is going home this year, and no, we don’t mean to Canada. We mean it’ll be selling its latest smartphone on the Verizon network in the U.S.. Anyone waiting for a BlackBerry Android phone with 5G capabilities will have to wait at least a year before one arrives.
Verizon deal

Read more