A WTF Moment. Blackberry 10 launches and appoints a new Global Creative Director. Alicia Keys. Yep, the very same.

Research-in-Motion, the Canadian Company that owns 'Blackberry', are in another 'make or break' launch today of the Blackberry 10.

It's a company that doesn't stay out of the news and were sharply criticised earlier in the year for this very launch being post the Christmas sales time. In other words, they were missing the boat of high phone sales.

The CEO is Thorsten Heins, who bears the brunt of most of the PR having taken over under a promise of total revitalisation which just hasn't happened. Yet. Probably because he has the personality of a chair.

So big drum roll for the big launch today.

And then lo and behold, they actually trump their own phone publicity by announcing a new Global Creative Director for the company - Alicia Keys. Yep, the same Alicia Keys. You know, "Fallin'" ("in and out, of love, with you").

Now you're wondering (I can sense it) what exactly would Alicia Keys know about phones? We all are really - but the reason is clear, she says, because "I've always wanted to work with a technology company". Oh, oookkkkaaaaayyyy, I get it now.

Previously she was quoted as saying she was an "Iphone junkie" though? But she tweeted to clear that up by saying she was delighted to be with Blackberry now ("we're dating" she said, on the launch video above). 

She'll be doing the national anthem at The Superbowl on Sunday, presumably with her Blackberry. By the way, Blackberry have bought the 1st Superbowl Ad up this weekend. I'm going to hazard a guess here.....it's Alicia Keys singing about The Blackberry 10. Betcha.

But all the PR is about her and not The Blackberry 10 as a consequence of this move. 

The good old Washington Post reported that a possible PR alternative was to change the company name instead to 'Research in stagnation' and wonder, like me, what the hell is a 'Global Creative Director' anyway? 

And suggested that they had thought Blackberry was moving away from the keyboard? Those kind of comments.

Techcrunch did a whole piece about what she was wearing and a "What the?" byline saying "What Alicia Keys? The singer Alicia Keys?" incredulity. One Techcrunch commentator wondered if he was reading the satirical, The Onion!

Celebrity endorsement does make sense for sure. However, doing it at a launch of the new phone is, well, PR suicide. It's the celebs who get the mention not the phone.

I don't know anymore. I must just be getting too old for this game and not down with the kids anymore. I mean I'd never have thought of appointing Alicia Keys as the Global Creative Director of a phone. Not in a million years.