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I'll give HTC a "C" on this effort. I understand what they are trying to do. They are a tech success story that is largely unknown. Millions of people carry HTC phones without knowing it. If they were simply a manufacturer of electronic devices, this campaign would make no sense. But HTC has shown with its recent attention to detail in hardware and software design that they want to be more than an electronics manufacturer. So an ad campaign is what they need to raise their profile. I've seen HTC ads in airport terminals and target market magazines, but nothing like this. I am certain that the carriers are also supporting this idea because creating a buzz around the HTC brand can help drive customers into an ATT or Verizon store, particularly when a new model is released.
As to these exact ads, I am left with a feeling of "ehh." The slogan about a phone that gets me is ok, but not memorable. And the one minute version of the ad needs to be deep sixed. This type of campaign should be quick 10 and 15 second ads. The 30 second version is even too long. That 60 second thing was largely dark "you need to cry, you wonder where he is, you want to forget...." with lots of night time and bad weather shots. It just as easily could have ended with a pitch for an anti-depresent drug or group counseling.
Slice that 30 second spot into a series of 10 second hits that run in a group. Can the 60 second spot. Show the software and show some of the actual phones!
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