In an earnings call detailing an abysmal quarter for BlackBerry, Research in Motion (aka RIM) this week made a perfect case for the necessity of their "toy" ads out on the airwaves now. These advertisements are representing the BlackBerry Bold line of devices and have celebrities as well as unnamed users stating "We need tools, not toys." As RIM stated this week, it's time for a shakeup, and the ad campaign we're seeing right here may well be it.
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