Chapter 1: The BlackBerry Story

In watching Air, a cinematic depiction of Nike's groundbreaking sneaker success, I felt a rush of excitement, yearning to have played even a minor role in such a momentous event. Conversely, viewing BlackBerry, which chronicles the brand's ascent and decline, heightened my stress levels and transported me back to 2013, a year when I was a minute part of that narrative.

The film narrates the tale of Mike Lazaridis and his close associate Doug (no last name mentioned), who established Research in Motion, alongside the opportunistic Jim Balsillie, who steps in as their co-CEO after a recent firing, seemingly failing upwards. This notion of "failing upwards" resonates within the marketing and advertising sectors. When I accepted a position at Publicis to co-manage the BlackBerry account, I harbored aspirations of being entrepreneurial and perhaps a tad heroic. Was my attempt merely a case of failing upwards?

BlackBerry's journey is widely recognized, often referenced as a cautionary tale of missteps — underestimating the iPhone, overvaluing its own capabilities, discontinuing the beloved keyboard phone, and overly investing in the consumer sector. I found myself at the very end of the smartphone era, fortunate enough to meet Alicia Keys several times (the in-house creative director; I was the external agency creative director), yet unfortunate in my inability to effectuate a successful turnaround. Our expansive Publicis team swelled to nearly 100 members across global offices, including Razorfish, MRY, Rosetta, MediaVest, BBH, and Digitas. We branded ourselves as B1 for BlackBerry, which later evolved into an integrated agency model for J.P. Morgan.

As I recount in my book, Bronze Seeks Silver: Lessons from a Creative Career in Marketing, we executed some innovative and commendable projects, akin to my predecessors, while making a plethora of wise and unwise decisions. One of my proudest achievements was persuading management to launch a global advertising campaign following significant layoffs to reassure stakeholders of the company's continuity. My partner Linda tirelessly advocated for this initiative, ultimately gaining approval, and we proceeded with the campaign. However, some of my most amusing memories stem from my interactions with Alicia Keys and our attempts to create a video together. My sole regret from this humbling journey is that the video never materialized.

Soon after, John Chen joined the company in an effort to salvage BlackBerry, ceasing phone manufacturing and pivoting the focus to software, which also led to the termination of the Publicis contract. Below is an image from our Flatiron office after we had to send the team back to their respective agencies, leaving just Linda and myself to pursue outstanding payments.

The BlackBerry film focuses on the brand's early and middle years. It appeals to sentimentalists, historians, and news enthusiasts alike. While the performances may seem exaggerated and simplistic, I still recommend it for anyone passionate about entrepreneurship, technology, the mobile industry, business maneuvers, or those who have witnessed someone "fail upwards" and can stomach the predictable pitfalls along the way.

Section 1.1: A Nostalgic Reflection

In the context of BlackBerry's tumultuous journey, nostalgia plays a significant role. The film elicits memories of a time when mobile technology was rapidly evolving, and BlackBerry was at the forefront.

Subsection 1.1.1: The Keyboard Era

Chapter 2: The Fall of an Icon

This video showcases a gameplay walkthrough of Plants vs. Zombies 2, titled "Torchwood MAX LEVEL!" It highlights the strategic gameplay and the challenges faced in the game, paralleling the strategic missteps of BlackBerry in its later years.

The next video features "Arena with Zombot Tuskmaster 10,000 BC!" from Plants vs. Zombies 2. It dives into the complexities of battling formidable opponents, echoing the competitive challenges that BlackBerry encountered in the tech landscape.