In its heyday, the BlackBerry was standard issue for suits. Now the brand is attempting to re-position its phones as the solution for workers of all stripes. The latest example is this new spot, which stars Sujit Kundu, a DJ and the CEO of the artist management company Skam Artist.
The ad is part of a series called “Work Your Way” that showcases the life of a different professional, including a healthcare worker and a musician.
It’s a tough sell, given the erosion of BlackBerry’s brand power and its legacy associations with the corporate world. But, the company does earn some points for calling out its brand challenge directly. In the spot, Kundu says, “Every time I pull out my BlackBerry people are like, ‘Yo, what’s that?!’ The screen’s so big. Who still has a BlackBerry?'”
