BlackBerry is set to unleash its anticipated new operating system with a multi-million dollar advert during the Super Bowl next Sunday.
The BlackBerry 10 system will feature in a spot by owners Research in Motion and kicks off a week of global marketing activity, including the launch of the first two devices.
Experts believe the new system will be make or break for the manufacturer, as it has struggled to compete in recent years with increasing competition from Apple and Samsung.
As well as the 30-second spot the devices will also be integrated into pre and post-game on-site, digital and social activities, including real-time engagement on Facebook and Twitter with fans.
Frank Boulben, chief marketing officer, Research In Motion, said: “A Super Bowl commercial is a great opportunity to show the re-designed, re-engineered and re-invented BlackBerry to tens of millions of consumers on the largest advertising stage of the year.