Can the Courier and the DJ heat up BlackBerry Torch sales?

September 9, 2010 - By Justin E. Gehrke

In the latest advertisement for the BlackBerry Torch 9800, it seems the marketing team has taken a different approach. In response to what can only be called a mixed reception by the smartphone community, the latest, YouTube-posted advertisement appeals to different segments of smartphone users. In this case, the spotlight is on a San Francisco-based legal courier and a working DJ.

Neither of them say a word about using the BlackBerry Torch for professional purposes. Instead, they rave about the personal benefits of owning one. The courier calls it “the future phone”, while DJ Cassidy tells us, “I’m not always going to have two turntables and a mixer.” The perspectives are decidedly personal in nature, which leads us to believe that RIM (and AT&T by proxy) may be making a strong push to get everyday smartphone users to embrace the device, versus the traditionally targeted corporate community. Will the new angle help sales? We’ll just have to wait for RIM and AT&T’s quarterly reports to see.

To learn more about the Torch’s technical specs, features, and pros/cons, read GSL’s review of the device posted last month.

(If you liked the experimental music in the ad more than the ad, itself, a YouTube viewer was kind enough to inform viewers that the song is called “FIYA” and is a product of a group called the tUNEyARDS.)