BlackBerry's Super Bowl Ad Shows All the Things the Z10 Can't Do

The BlackBerry Z10 does so much that BlackBerry gave up trying to explain it all and instead released an ad showing fanciful things it can't do.
That's the premise of the brand's first-ever Super Bowl ad, which just ran in the third quarter of the game. The ad, from London's AMV BBDO. The spot is designed to confuse the viewer at first by showing a guy using the phone to set himself aflame and then put himself out. Then he grows elephant legs, disappears into a colorful puff of smoke, reemerges from a manhole cover and turns a careening oil truck heading his direction into thousands of rubber ducks.
A voiceover delivers the punchline: "In 30 seconds, it's quicker to show you what it can't do."
CMO Frank Boulben told Mashable that the ad was designed to get users to go online to check out the Z10. Said Boulben: "We're leaving viewers a call to action to check by themselves."