IT'S NOT A TOY

VOICEOVER BY ELLEN BOLLERT

CINEMATOGRAPHY, SOUND AND SPECIAL EFFECTS BY BOGDAN TYBURCZY

WRITTEN AND DIRECTED BY PAWEL PAWELCZAK

A HAND HAMMERED FILMS PRODUCTION 2012

This spec ad was created by Hand Hammered Films.
It is not affiliated with or endorsed by RIM, the maker of BlackBerry.

BlackBerry provides reliable and secure services for business professionals—a discrete, discriminating audience that values substance over style and quality over novelty. So why position it against every game-cluttered, app-infatuated, schmooze-obsessed "smartphone" out there? When you try to please everyone, you please no one.

This ad reflects a badly needed shift in BlackBerry's strategy—a return to its base: the serious, achievement-oriented user. People who mean business don't play with toys.

BlackBerry—it's not a toy.