So, we’ve known for a while that U2’s latest world tour was going to be sponsored by RIM, makers of the BlackBerry. And we’ve known that this was slightly odd because U2 lead singer Bono is a founder of Elevation Partners (which, yes, was named after a U2 song). The same Elevation Partners that owns a huge stake in Palm, makers of the Pre. But good for Bono, apparently not mixing work and, well, other work. But perhaps even odder is the BlackBerry commercial now in circulation.
Until the very end when the word “BlackBerry” appears, I was sure this was an Apple ad. As a commenter noted on YouTube, this looks almost exactly like a cross between this U2 iPod ad from back in the day, plus a more recent Coldplay iTunes ad. Watch them below.
This
Plus This
Equals This
Much was made of Apple’s relationship with U2 when it signed the BlackBerry deal. After all, the BlackBerry is now a chief rival of Apple since the iPhone launched. And, of course, U2 used to have close dealings with Apple, even getting its own special version of the iPod. Ads like this won’t silence that talk. But it’s not like BlackBerry hasn’t had Apple envy before.
Mobile space heating up
and what we also know is that the U2 world tour releases the same amount of CO2 like a journey to mars would.
Bono and U2 are hypocrisy in its most blatant form.
Bono and U2 suck big time.
Why are you so angry, cail? Anyway, this could complicate things between Apple and U2. Bono appears to be involved with all of the major mobile phone players. Sending mixed messages. On another note, I’d like to share some cool Blackberry downloads with you guys. http://bit.ly/QriJu
You need to be elbowed in the face to return to normal.
The comcast spot is better than all of them. take a look.
u2 – http://www.yout...h?v=aopGMep_4Xg
Ha… I thought those were all kind of clever.
Yes they are. http://bit.ly/QriJu
Couldn’t RIM pick a slower and more depressing song off their album? Jeez…. it puts you to sleep!
I think they chose it because:
1) it has a good ending: “I’ll go crazy if I don’t go crazy tonight.”
2) It has that iconic U2 feel to it from the first note.
I don’t think they’re copying Apple that much, no more than anyone who puts a band performing in their commercial. I do love the tagline: “Blackberry Loves U2″ It’s cool because it, like many successful branding exercises, is not pushing an event or a product, just putting the brand out there and associating with a very powerful music group (another brand).
The real question is how they leverage their convenient choice of naming the 9630 the “Tour”.
LOL… A free Apply ad.
Can’t blame them for trying what works =/
U2 sellin’ out just like Dylan did? Loved watching Bono up close at the Rose Garden in Portland during the Elevation tour.
Are you kidding me? I get the funky relations between business interests and all, but I watched the first two videos and then the third and didn’t get the Apple envy vibe at all. I mean, unless you consider most any commercial involving fancy light particles and music to be Apple envy.
Maybe I’m just jaded. =P
Get your influences straight…
This isn’t a case of blackberry apeing apple, it’s a case of them both (as coldplay has always done) apeing U2
exactly
Haha what? How are those even the same? Because of that one frame?Must’ve been a slow news day
I agree with MG Siegler, it’s evident that Blackberry’ad company did something that reminds Apple. And they’ve probabely been asked to do so.
There’s no coincidence, especially with millions $ ads compaigns.
In comparison, the Apple commercial looks way better visually, it’s colorful and draws you in from the get go, unlike the BlackBerry one which is darker and slower. Maybe if BlackBerry really loves U2, they should of throw a little more money at production
You actually call this singing or music? Apple did themselves a favor by dumping this band. This stuff sounds like noise to me.
When did RIM get into music?
I’m a fan of both bands, and a blackberry owner and cannot see the similarity of these vids aside from the frame you have captured.
Um… okay! Hmm… not only is this a huge copy but it’s also quite irrelevant.
Blackberry has some pluses over the iPhone, but music!!! I don’t think so.
They should focus on other things in their commercials. And if they want to do music commercials, than at least be creative.
This gives the message that blackberry has copied the music functionality in the iPhone so now it should be just as good. Well, that’s nice to know, but if its true, why not just use he original!
What? These videos are barely similar.
You think Apple was the first company in history to shoot a band playing against a green screen and add some effects to it?
This article = meh.
lame article. all three videos are cool. all 3 videos are different. also, you guys do realize that apple doesn’t do their own commercials, right? they pay an ad agency to develop a look and theme. they tell the agency what they want to sell and maybe how they want to sell it. if the agency sends them something that they don’t like, they ask for something else, or go to another agency. the “copying apple” argument doesn’t make any more sense than saying sony pictures copied new line cinema because they did an action movie with special effects and a sexy girl.
Breach of contract?
…I just saw the blackberry ad on TV, I swear, it’s making me want a iPhone more…
oh arent you the comedian!! = fail
Their marketing department shouldn’t have let this commercial run. Whether it’s “apple envy” or not, it’s way way to similar. And shouldn’t they be promoting a feature they can compete with? I mean music, really? Try again.
I think the new U2 Blackberry ad will make people think of iPods and when the Blackberry loves U2 shows at the end, if feels both like flattery and cheap because it feels a bit like a rip off as it is a surprise – kind of like bait and switch. Even if well intentioned. My hunch is it will benefit Apple more than RIM.
RIM will eventually become Palm if they do not do something quickly. They need to innovate their products better!
Blackberrys are so boring. Their OS is ancient history.
RIM is acting like the Chinese … copy .. copy .. and keep copying others … hahaha … Total lack of originality. I do feel sorry for them … It’s is only going to get a lot worse.
There is only one company in this industry with the GUTS to invent, take risks, and be original … that is Apple.
hey MG, funny, i was watching this ad (yawn) with my hubby who thought it was also an Apple commerical until it panned out to the crowd. An Apple commercial would have been just focused on the band, chest up–never the crowd. As they say, imitation (commercial & App Store) is the best form of flattery.