Blackberrys Forays Into "The Date"

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oi-Staff

By Staff

Monday, September 7, 2009, 10:21

Blackberrys is all set to make a foray into the much awaited television commercial which will set the audience with its visual impact. Blackberrys being an aspiration brand in formal wear aims to deliver its very best in its attempt to captivate a discerning audience. The credit of concept and storyboard goes to the creative agency, Arms Crestra and is executed by Australian director Tim Gibbs, best known for his work in international fashion and lifestyle. The TVC is a magnificent outcome of international treatment on an Indian background and thus Blackberrys aims to expand its consumer base by avant grade advertising exposure.

Theme of the commercial:

The Blackberrys men come across as confident, intelligent, chivalrous and suave characters. They portray a higher sentiment to let go as they are secure individuals.

Story board: It highlights young professionals in Blackberrys attire walking back from work spotting a floodlit basketball court, at an impulse rush in 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 suggesting the obvious of a winning date, 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 stood nonchalantly, adjusting their ties and jackets and walk off calling out 'The game was the date'

A subtle humor, 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.

Collection: The Blackberrys' heroes are dressed in Prim & Proper, a range of office formals and business casuals.

The TVC is targeted at the urban and semi-urban educated man in the age group of 25-35. He is a member of the transitionary middle and upper class and navigates a world that is smarter, savvier and more successful. The fashion forward youth who pays attention towards his clothes and accessories and is confident to stand out within his peers! 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 visualization of the brand and push its new range and innovations through interactive platforms.

On their new Television commercial Mr. Yogesh Tiwari, General Manager, Blackberrys says "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.s

"The Date" commercial brings out the essence of the BLACKBERRYS brand of 'Sharp Youth with energy' & its aspirational appeal of being quick witted – particularly with the opposite sex!"

"The TVC would appeal to the spontaneity of the urbo-sexual man whose attitude reiterates the positioning of Blackberrys in the arena of fashion and lifestyle." Adds on Aditi Chakraborty, Head Brand Communications, Blackberrys.