HTC One Series Ad Repeats A Familiar Mistake
HTC has finally gone ahead and released the first teaser video for its upcoming HTC One Series smartphones, a stable that includes the HTC One X, the HTC One S and the HTC One V. All three devices were announced back in February at the Mobile World Congress.
A few months ago, HTC publicly stated that it was changing up its smartphone platform for 2012. HTC’s new message focused on its plan to produce fewer, but better smartphones.
The HTC One Series represents the company’s first release since that shift. And with Samsung poised to launch the Samsung Galaxy S III and with Motorola getting bought by Google, these three devices might just be the most important releases for HTC to date.
As we’ve seen, successful mobile launches generally have powerful ad campaigns behind them.
Apple’s iPhone is an example. The Galaxy S II had some pretty good commercials. And who can forget the original Motorola Droid ads. HTC cannot afford to miss with ads for these phones and while we’re still early in the game, none of the devices are out yet, the company isn’t off to a good start.
While I can appreciate the message and cinematography in this ad, HTC fails to do something important.
It fails to show off the devices.
In fact, it only shows one, the HTC One X, at the very end.
I get that this is a launch teaser ad but if you’re trying to sell a bunch of phones to consumers, every ad should have a purpose.
Keep it simple and lay out specific reasons why shoppers should make this their new phone.
As much as I like watching people surf or fly in bird-like suits, I’d also love to hear about the product.
That’s how you sell products.
This is not the first time that a company in the mobile world has made this mistake. In fact, it’s something that many Android manufacturers and service providers have missed in the past in failed attempts at being quirky, or funny, or hip.
Need I remind you of the Verizon 4G LTE commercials?
Or the Droid Bionic ads?
Thing is, you can fit all of those things into an advertisement that also shows off the device itself.
I have a feeling that this is just a small taste of what HTC has to offer in terms of advertising for the HTC One Series. And I’m hoping the ads that come along later, blow me away.
The HTC One X launched today in Europe and it will be coming to the U.S. on AT&T at some point in the future, possibly this month. It’s also rumored to be coming to Sprint as the HTC EVO One.
T-Mobile USA will carry the HTC One S at a later date and smaller service providers like Virgin Mobile will be getting the HTC One V.
04/02/2012 at 3:18 pm
I am sorry but I disagree. An ad is much more than showing off your product. It’s about making you feel good, so good that you associate that goodness with the product. Good could mean fun things you could do, fantasies you can live, the person you would like to be, the things you could create. An ad should kindle that part of you that for a moment would go by the heart and not bother with the details. It’s selling a dream, not the product. I think it’s a perfectly good ad.
04/02/2012 at 6:22 pm
05/16/2012 at 9:28 pm
Take off that stupid, insidious song. I turn off the ad because of it.
04/01/2013 at 3:20 am
and they have a new phone, what do they do, they promote it has speakers?!!!?? WTF, how are they going to entice new customers just because of the front speakers! Missed the trick again of not showing the phone in action!