It might be the most important 30 seconds in the advertising history of BlackBerry, Canada's smartphone maker. The spot that aired during Super Bowl 2013 Sunday night shows a nondescript man walking the streets while using his new BlackBerry Z10 smartphone.
The man alternately catches fire, grows legs of stone and bursts into an array of coloured powders before using his Z10 to turn an out-of-control tanker truck into thousands of yellow rubber ducks.
The tag line, "In 30 seconds it's quicker to show you what it can't do," is clever, but will it be enough to turn around the perceptions, held widely in many parts of the world, that the BlackBerry brand is on the decline?
Watch the ad and tell us what you think.