Over the last few months, we've seen several ‘Be Bold’ commercials from RIM. These commercials do show the productivity of the device, but they aren't really clear on if this device is for fun or work.
Back in January, New-York based Hand Hammered Films made a great independent commercial that while quite humorous, clearly shows that a BlackBerry is a tool & not a toy.
Pawel Pawelczak of Hand Hammered Films said:
We posted “It’s Not a Toy” just hours after RIM’s big management shake-up and right before their release of the latest BeBold ad series. We think their new ad campaign, “action, not distraction” and “tools, not toys,” is on the right track, but that they haven’t gone far enough. In our opinion, BlackBerry ads need to be stronger, edgier, more in-your-face—BOLDER, more EXCLUSIVE and DISCRIMINATING, to such an extent that if someone at a business meeting pulls out anything other than a BlackBerry, he or she should be ashamed. Tell consumers who are in it for “fun and games” to look elsewhere. People who mean business need real tools, not toys.