BlackBerry was clearly desperate to rebrand itself at the BB10 launch today, but not everyone was impressed. 

Today the company named Alicia Keys its global brand director, meaning she'll serve as the creative face for BlackBerry 10. 

“We wanted someone at the top of her field, well-respected  immensely creative, someone who incorporates tech and creativity into her day-to-day work,” BlackBerry CEO Thorsten Heins said.

For her part, Keys tweeted: 

But the publicity stunt fell flat as reporters poked fun at the singer-songerwriter's Instagram account, which is hosted on iOS: 

Only time will tell if Keys' backing draws new users. For now, here's to hoping she has a smackdown with Jessica Alba, the new face of Windows. 

[via Venture Beat]