Blackberry 10 takes a contra approach to showcasing a mobile phone’s features by not showcasing them. Mobile phone advertising was largely ‘lifestyle’ driven – showcasing happy people in various situations. Apple’s advertising for the iPhone has always focused on the handset itself showcasing its features. In that context, the Blackberry 10 ad is interesting. Since it was shown during the Super Bowl, the execution (exaggeration, special effects) seems right too. I guess they will have other forms of communication aside from the website highlighting what the phone can do.