In football, a hail mary pass is what’s thrown by a quarterback as time expires in a last ditch effort to win the game. That’s exactly what Research in Motion (RIM) is doing with its first ever Super Bowl ad to promote its seemingly defeated Blackberry 10 smartphone. The Blackberry — once a must have device — has floundered in recent years thanks to competition from the iPhone and Android.
No details are known about the spot. Will RIM’s hail mary pass be caught for a touchdown? Maybe, but RIM is trailing the competition be four or five touchdowns, so it won’t really matter.