October 26, 2009 | by Andrew Kameka
Hey, You. Yeah, You! HTC realizes that you spend a lot of time with your phone and have a near-addictive relationship with it. So, as part of its “Quietly Brilliant” campaign, HTC is running a series of advertisements all about how the Taiwanese manufacturer has the right phone for you.
Below are two advertisements from the HTC “You” campaign that is sure to set your television ablaze during the next six months (HTC is hitting American airwaves to increase their recognition). Naturally, Android will catch some of that spillover attention since HTC invests so heavily in Android and features a Sprint Hero in the tv spots. The message of the ads is simple: “You don’t need to get a phone; you need a phone that gets you.”
These commercials are about awareness of HTC moreso than the Hero, so there’s not as much screen time for the actual phone that you typically see in commercials. The company still manages to make a hard pitch that the Sense UI is what You need and You and You and You can only get such an intuitive phone from HTC. Let’s see if more people buy into that.
“We’ve come to have a very emotional relationship with our phones. Many of our key experiences in any given day come through this one device and yet most of the advertising in the category is still about utility,” says Eric Hirshberg, co-CEO and chief creative officer, [advertising agency] Deutsch LA. “HTC’s whole design philosophy is very personal. They make phones where your experience is completely unique, so we think there is a connection between how people feel about their phones and how HTC makes them.”