HTC has embarked on its first global ad campaign with the aim of demonstrating that its focus is on people rather than technology for technology's sake.
The new YOU campaign, which will go live in 20 countries in the next few weeks, comes with the tagline "You don't need to get a phone. You need a phone that gets you". The ad push coincides with HTC's focus on its 'quietly brilliant' branding.
"Quietly brilliant is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained," said John Wang, HTC's chief marketing officer, in a statement.
"The YOU campaign is the perfect embodiment of quietly brilliant' and is core to HTC as a company, innovator and partner."
The campaign, a partnership between HTC and Deutsch LA, will span TV, print, online and outdoor ads.
"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," Eric Hirshberg, co-chief executive and chief creative officer of Deutsch LA, added in a statement.
"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."
The quietly brilliant branding was a result of a more local partnership with UK-based FigTree.
"Some of life's most brilliant ideas started with a simple doodle on the back of a napkin," said Simon Myers, chief executive of FigTree, in a statement.
"HTC's new look uses this visual language of doodles to explain all the quietly brilliant features and benefits of HTC devices in a simple and human way."
