Research in Motion, the manufactures of the struggling BlackBerry, are pinning their hopes on a high-profile Super Bowl advertisement to provide the marketing push needed to launch their new BB10 software.

As Samsung, Android and Apple have dominated the mobile space over the last five years, RIM are praying that an NFL Super Bowl spot can reinvigorate their brand in what many see as a 'last-hurrah' for the BlackBerry format.

Ironically, Apple's now-famous 1984 Super Bowl advert launched the Mackintosh computer and the brand is now arguably the most recognisable in the world. Nearly 30 years on, RIM are desperate for their effort to create a similar effect.

The 30-second television advert, designed by London agency AMV BBDO, cost an estimated $4 million. 2012's Super Bowl had an estimated global audience of 166.8 million people.

Frank Boulben, chief marketing officer, Research In Motion, said in a statement: "A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year.”


"BlackBerry has 30 million social media fans, and we’re looking forward to continuing to encourage them and all NFL football fans to see the power of BlackBerry 10 for themselves."

The 47th NFL Super Bowl take places Sunday 3rd February at 11.30pm GMT, with the famous TV adverts and  musical performance by Beyoncé at half-time.