So what is going on with Blackberry these days? Despite their dominance in the business sector when it comes to smart phones, their stock is under performing, and their brand has lost some swagger in comparison to Apple, Android and others. A few weeks ago, Blackberry unveiled a few new phones that they hope will improve their stature, however it remains to be seen if the Torch will succeed where many others have failed in dethroning the iPhone. When BBDO was challenged to help AT&T give Torch a solid start, they answered the call with a campaign titled Rollercoaster. The commercial imagines a world where the subway, offices and streets are a bit more fun. Complete with rollerskates, rollercoasters and bumper cars, the message here is that the Torch can handle both business and fun. Sure, but is fun enough to compete with cool?