These are works of art unto themselves at times, and they all have a couple things in common - they're over the top. They're not regular marketing, the costs involved and expectations are too high. Where else are the ads judged for creativity, humour and originality and viewed as stand-alones worthy of the main program.
RIM is doing one this year for the new Blackberry10, and I kind of hope they just have images of someone gasping for a last breath, as that would be realistic, ironic and worthy of note. But I bet they try to convince us instead that they're contenders for wallet-share. I'd be open to that story if they hadn't bought a superbowl ad actually. But that purchase, that stage and surrounding hype really do make this seem like a desperate last gasp.
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