Blackberry and Lenovo are both doing... stuff

One of the first and best stabs at Apple's followers (and general image, for that matter) was probably the recent-ish Samsung TV commercial with its close to the bone "I'm creative/Dude, you're a barista" exchange.



But this general angle has become attractive to more than just one of Apple's competitors.



This ad for Blackberry is fresh enough and interesting enough, and actually communicates a good positioning as well. I like it, and I think it's competitive. However this is also the same essential ad idea as that of Lenovo, and their "For those who do" campaign - both staunch Apple competitors.

On both counts, this a good positioning, bringing to mind the type of worker who uses probably a Blackberry phone and Lenovo computer - many many people doing many important and innovative things (not indulgent creative things). But I'm curious to see where this leads to if either one, or both, get decent mileage out of essentially the exact same positioning in two remarkably close categories. I suspect people will begin to notice rather soon. In that case, both Lenovo and Blackberry will lose credibility in positioning, as the reactionary nature of competing with Apple on either phones or computers becomes clear even to the casual observer, thus really just somewhat strengthening Apple's position. But it could work quite strongly if they just decide who gets to keep "Do" position.