BlackBerry-maker RIM absolutely needed an appealing ad that would both highlight the benefits of the new, OS 6-driven Blackberry Torch 9000 and bathe the device in an aura of coolness.

So far, so good for the sliding smartphone's aurally arresting soundtrack, which simply and effectively highlights the Torch's main selling points. Too bad it all comes to a screeching halt at the messy mixed metaphor of a slogan.

This ad was much more on target.