be Bold!

"Be Bold". Its RIM's ad campaign for its new bold series of phones, and it's seen in quite a few places in Sydney recently. The basic idea in the ad is that you either spend all your life doing awesome things or you "float by like a cork in a stream". You're either in business or you're out, so be BOLD, and buy blackberry phones.

It's an interesting campaign, because it's very self reflecting and it's not so much as telling its customers to be bold as telling itself to be bold and do something, so that it can stay in business.

Although I accept its premise that we should be bold and do something in our short lives, I reject its conclusion, which is buy our phones, for they're the real business phones. NO they're not!