BlackBerry released what looks like the first official commercial for its new Priv smartphone last night, which attempts to highlight privacy as a key feature on the Android device. It’s a pretty weird ad though, and you might not pick up on the message until the company spells it out at the end.
The video features the foggy outline of a person holding BlackBerry’s slider handset. The rectangular shape of the phone offers a view through the fog, showing different people and places as the narrator offers up vague descriptions like “My thoughts” and “My business.”
The message seems to be that your entire life is stored on your smartphone, so you need a device that can keep that information private. BlackBerry suggests it can do just that, even while offering the full Android ecosystem.
Of course, the Priv features a pretty unique design as well thanks to its slide-out physical keyboard. It also packs some premium specs, including a 5.43-inch Quad HD display, a Snapdragon 808 processor, a 3410mAh battery, an 18-megapixel rear camera, 3GB of RAM and 32GB of storage. BlackBerry is offering the device for pre-order now starting at $699, though it won’t actually ship until Nov. 6.