BlackBerry is try out to destroy the best affair it ever made . Not the line of hardware keyboard phones , or the less - relevant - than - ever BBM service . I ’m talking about the music video . That nous - blowingly earnest and inexplicable REO Speedwagon brood about BlackBerry 10 . It ’s break now . What the roll in the hay , BlackBerry ?
I discovered this affront when I go to go generate a GIF forum post about BlackBerryonly to determine the tune has been hit . The takedown was comparatively recent ; I know this because for the past several geezerhood , I ’ve been go back to watch it ever duo of months or so . It ’s that beneficial . Above is a re - up . Watch it . grand ? Now view it again .
Any snag second of this masterpiece is a treasure trove of wonders . Take this wide shot :
Even through the poor timber of this re - up , you may see keyboardist , former VP Martyn Mallick ’s cockamamie goddamn smiling blasting through the dark of the inexplicably empty warehouse like another spotlight . Also , black-market t - shirt guitar player former FP Christopher Smith rocking out like some countercurrent - off Steve Jobs .
Front man , former VP Alec Saunder , steals the show though . His clitoris - down short - sleeve shirt is only narrowly out - nerded by his “ ill-chosen noodle weaponry at my sides ” rockstar stance , and when we get to the penny-pinching - ups — and there are so many faithful - ups — I just ca n’t even .
Whoever said passage lenses were n’t hip as hell ?
There are just so many good parts . Where Alec just altogether fails to convincingly sass - sync a trillat 1:10 , or his thumbs upat : 51 . Where Martyn harmonizes to “ updated SDK”at 1:37 . Or the set modification and Christopher ’s ridiculous outside guitar soloat 1:57 .
On top of that , these guys are n’t just singing about a phone operating system that everyone knew would probably not be enceinte and was n’t out at the time . They are singing to its potential developers about the specific of the development platform with a literally unlikely and all disarming seriousness .
Our updated SDK is really cool
The API ’s gross ; we just wanna keep on jazz you
Devs are the heart of our mobile try
They meant that , man . They fucking mean it .
It ’s that earnestness that really sell the song , more than anyHTC raporrap about cloud storage . In September of 2012 , BlackBerry was in a baaaaad direction . This was n’t ( just ) a ( ugly ) promotional material stunt ; it is an plainspoken and honest supplication from one grouping of nerds to another , dressed up in a self - effacing spectacle that comes off as sliiiiightly more real than funny in a way that makes it both funnier , and sadder , and endlessly more interesting . There are so many layers here . This is cringe for connoisseurs , and I mean it when I say I genuinely get it on this thing .
I ’m not sure why the original video has disappeared all of a sudden . I ca n’t quite tell — YouTube is pretty good about its squelcher — but I cerebrate the entire line that post the picture has been deleted . The vid had been up for year after the fact , so unless BlackBerry ’s sentience of ignominy came later than BB10 did , my guess is that it ’s some variety of collateral price . I ’ve reached out to BlackBerry for remark ( and to earnestly importune that they re - upload it ) . In the meantime I ’ve got a written matter on my computer , just in case . The net will never forget this , nor should it .
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