Beleaguered RIM screens perhaps the worst corporate music video ever (with video)

“We want to like RIM. We want a turnaround for a company that, perhaps more than any other technology firm, was responsible for the development of the modern smartphone. It’s also really hard to be mad at Canadians for very long,” Damon Poeter reports for PC Magazine. “But RIM isn’t helping matters when it decides to create a cringe-worthy, tech jargon-littered remake of a popular song, just like that famous pair of button-down bankers did with U2’s ‘One’ several years ago.”

“As with the BofA version of ‘One,’ RIM’s tweak of ‘Keep on Loving You’ [REO Speedwagon] is made more awful due to the fact that technically, it doesn’t actually suck,” Poeter writes. “On the contrary, the singing is quite capable, the musicians can all play their instruments competently, and the song sounds pretty much like the song is supposed to sound—if you blank out the lyrics, that is.”

Poeter writes, “If these were really execrable, bad-night-at-the-Karaoke-bar types of performances, they’d almost be more forgivable. Instead, the talent of performers makes it that much more jarring that they’d squander it by transforming songs about universal human circumstances into vehicles for the most banal sort of corporate messaging.”

Read more, and see the BofA video, in the full article here.

[Thanks to MacDailyNews Reader “Carl H.” for the heads up.]


  1. Suckberry hit on something here.

    Before this made it to YouTube, it had to go through numerous reviews at various stages of production; from the initial brainstorming, through treatment, through script, through preproduction, principal photography, postproduction… If RIM is like any other large company of today, they had their marketing, advertising and legal teams carefully review most of the stages of this process. Then, when the whole thing was finished, someone had to do a final go-ahead for the release.

    I cannot possibly imagine that so many management-level people have chose not to yell that the emperor has no clothes!

    1. I imagine Apple has a similar process.

      So what’s Apple’s excuse for the obnoxious Genius ads? They didn’t just “end their scheduled run” they were yanked from their website and Youtube channels, while some older ads remain.

  2. This year I’ve cut together no less than four of these kind of corporate music videos that ape a pop tune. (Just a hired hand. Not my creative idea.) The video producer rerecorded new lyrics to “Rockstar” by Nickelback, for suits to lip-sync with. Cringe-worthy doesn’t even begin to describe..

    PS: Cut totally on FCP X. ( ! )

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.