RE: Another interpretation of SB a Perhaps worth considering: That Super Bowl ad was not designed to "sell" the new BB – given the late release date timing in the U.S., it was designed solely to pique interest and generate awareness. BB is doing this smartly – rolling out the new BB in its hottest, most loyal global markets, and generating a nice buzz, thus setting the stage for the spring rollout south of us. The commercial was creative and fun – the harder sell comes later.