It has been known for some time that the BlackBerry Z10 was going to be introduced to the public at large in the U.S. via a Super Bowl commercial, and now the time has come.

At a record price of $4 million for a 30 second ad, running a commercial during the Super Bowl can have a big impact for a company, but it’s also a big risk. BlackBerry decided to take the gamble this year to introduce the world to the new Z10 with a commercial that was, well, odd.

Apparently the concept was that the Z10 does so much that it would be easier to show you what it can’t do. This apparently covers people exploding in a burst of multi-colored smoke.

No matter what this was a major milestone for BlackBerry as it was the first time it has ever advertised during the Super Bowl. Now lets just see if it pays off.