Why on Earth did BlackBerry hire Alicia Keys?

The celebrity creative director has become a surprisingly common move, but it usually happens at downtrodden brands like Polaroid (Lady Gaga) or Reebok (Keys’ husband, Swizz Beats). In fact, BlackBerry already played this card themselves, bringing Will.i.am on stage for their 2010 keynote. On some level, it’s strictly a vanity play, a way of making an endorsement deal seem like something more than it really is. How much does will.i.am really have to offer Intel, in the way of creative advice? Is Lady Gaga helping Polaroid to build a better product?