Doc G of P.M. Dawn fame appears alongside HTC America Senior Marketing Manager David Bruce in a new rap video for the brand declaring the HTC One as the “greatest smart phone ever created.”
Thankfully, Bruce limits his role in “Hold the Crown” to silent hype man, leaving all the rhyming to Doc G. How you feel about the spot’s over-the-top self-satire will depend largely on your tolerance for the (perhaps a bit overused) parody rap video trope in advertising. Still, HTC stands out from the pack by hiring a real rapper and hitting the right balance of self-satire and promotion. Doc G and Bruce even manage to work in plugs for the phone’s extreme power saving mode, gorilla glass and “boom sound.” No word yet as to whether this was created in-house or with agency Deutsch.
If you enjoy that level of hyperbole from a scrappy smartphone underdog like HTC, you’re going to love the brand’s ridiculously self-indulgent new rap video, “Hold the Crown.”
Touting the HTC One as nothing less than “the greatest smartphone ever created,” the song features rapper Doc G, best known for joining legendary hip hop and soul group P.M. Dawn during its 2005 comeback.
The video is certainly laughable, but it was clearly made with an admirable level of self-satire. My favorite stanza: “Make like them nerdy bloggers. Put it in your pocket now.”
Doc G’s costar (shown above) is actually HTC America senior marketing manager David Bruce, and you can watch the two of them chat about their mutual love for the Taiwanese brand in the interview clip below.
Apple’s personal assistant faces her Windows Phone rival, Cortana, in a new ad from M:United hawking the HTC One M8 smartphone. Cortana also sized up against the iPhone’s voice concierge in a commercial earlier this summer. That spot focused on how Siri was comparatively inept. Now, she is cast as a diva.
That probably rings true for anyone who’s ever wrestled with that functionality on an iOS device. Cortana, though, is at the disadvantage here of having to explain why she’s better, and what hardware she occupies. Everyone recognizes an iPhone and Siri—the whole concept stands on the competition’s shoulders.
At the same time, Apple bashing is a quick and easy way to get millions of YouTube views, as Samsung proved. So, it’s not surprising to see Microsoft try a similar strategy. Plus, it’s paying Apple back, in a small way, for all the knocks in the old “Get A Mac” campaign.
Though it is perhaps telling that this approach frames the battle primarily in terms of miniature faceless robots, instead of humans.
Credits below.
CREDITS Client: Microsoft Product: Windows Phones Spot: HTC “Mirror/Sitting” M8 Agency: M:United Global ECDs: Andy Azula, Con Williamson Creative Director: Mike Lear Copywriter: Cedric Giese Art Director: Ron Villacarillo Director of Creative Technology: David Cliff TV Producer: Mel Senecal, Emilie Talermo Strategy Team: Kevin Nelson, Michelle Kiely, Jeremy Davis, Lauren Curtis Account Team: John Dunleavy, Darla Price, Melissa Trought, Reena Factor, Liam Mulcahy Video Production: No6 Music: “You Always Make Me Smile” – Kyle Andrews “I Feel Pretty” – written by Leonard Bernstein and Stephen Sondheim, performed by Stingray Music Media Agency: EMT VFX: Method
Rather than drone on about product features or provide a demonstration, Gary Oldman instructs viewers to "Ask the Internet" if they want to learn more about the HTC One M8 smartphone in a pair of spots from Deutsch L.A.
The agency just took over the HTC America account, which spent less than a year at Ogilvy & Mather L.A. Robert Downey Jr. appeared in HTC's last big push (from Ogilvy's WPP stablemate 171 Worldwide), which consisted of fast-moving, noisy, colorful spots sending up the ad business itself, with the actor riffing on what the letters "HTC" could stand for.
Deutsch's work with Oldman, who rarely appears in ads, has a very different vibe. The grizzled, bespectacled thespian propels the "anti-advertising" concept by wandering around a retro-modern hilltop pad during a late-night rainstorm.
In one spot, he says "blah blah blah" a lot, interspersed with lines like, "It doesn't matter what I say, because the all-new HTC One is designed for people who form their own opinions." In the other, he takes an uncomfortably long dramatic pause, during which viewers are supposed flock to the Internet to check out the phone. Outside his window, the rain continues to fall.
This cheeky, pseudo-noir approach, awash in blues, blacks and moody reds, provides a counterpoint to the cheerful bent and bright hues of some spots from competitors like Apple, Motorola and Samsung. It's also a big change from HTC's work with Downey. Oldman shines, even though the weather is gloomy.
"Gary crosses genres and is recognized for craftsmanship in his field," said Erin McGee, HTC's vp of North America. "He's aspirational but approachable, if you think about all the roles he's played in movies and cable TV. It's a great fit for our brand."
Still, maybe Oldman should grab his HTC One and ask the Internet when that damn rain will clear up.
CREDITS Client: HTC America President: Jason Mackenzie Vice President, Marketing: Erin McGee Senior Director, Brand: Zola Kane
Agency: Deutsch, Los Angeles Chief Creative Officer: Pete Favat Group Creative Director: Gavin Lester Art Director: Nick Spahr Copywriter: Alex Flint Director of Integrated Production: Vic Palumbo Executive Producer: Rachel Seitel Production Resource Manager: Evan Aronson Music Director: Dave Rocco
Production Company: Reset, Los Angeles Director: Johnny Green Director of Photography: Mathew Libatique Managing Partner, Executive Producer: Dave Morrison Executive Producer: Jeff McDougall Head of Production: Jen Beitler Producer: Heather Heller
Editing Company: Final Cut, Los Angeles Editors: Jeff Buchanan, Adam Rudd Executive Producer: Saima Awan Assistant Editor: Hilary Ruggiano Producer: Suzy Ramirez
Post Facility (Edit): Final Cut, Los Angeles Editor: Jeff Buchanan Executive Producer: Saima Awan Assistant Editor: Hilary Ruggiano Producer: Suzy Ramirez
Post Facility (Color, Online): MPC, Santa Monica, Calif. Colorist: Mark Gethin Visual Effects Lead: Mark Holden: Compositors: Ben Davidson, Jason Heinze, Arthur Argote, Adrian Leva Executive Producer: Elexis Stearn Producers: Abisayo Adejare, Brian Friel
Music Composition: Human, Los Angeles Sound Design: Henryboy, Los Angeles
Audio Post Company: Lime Studios, Santa Monica, Calif. Mixer: Loren Silber Executive Producer: Jessica Locke
End Tag: Laundry, Los Angeles
Additional Deutsch Credits: Chief Executive Officer: Mike Sheldon Chief Operating Officer, Partner: Kim Getty Group Account Director: John McGonigle Account Directors: Lauren Pollare, Megan Prince Account Supervisor: Tanya Oh Director of Business Affairs: Abilino Guillermo Business Manager: Georgette Bivins Director or Broadcast Traffic: Carie Bonillo
Free Fall Fashion Shoot est la dernière publicité de la marque HTC. La marque a décidé de proposer à un étudiant en photographie de prendre des clichés avec le dernier smartphone HTC d’une top-modèle experte en parachutisme. Le tout a été filmé par la réalisatrice Sara Dunlop.
La marque HTC vient de lancer sa nouvelle campagne de publicité à la fois en presse et en TV, autour de l’image du constructeur et de terme You. Une baseline efficace : “You need a phone that get’s you” et une série de spots très réussies. A découvrir dans la suite.
Advertising Agency: Brandon Advertising, USA
Creative Director: Chris Vestal
Associate/Team Creative Director: Jon Leon
Senior Art Director: Colin Mulqueen
Copywriter: Jon Leon
TV Production Co: DV3 Productions
Aired: December 07
Advertising Agency: Brandon Advertising, USA
Creative Director: Chris Vestal
Associate/Team Creative Director: Jon Leon
Senior Art Director: Colin Mulqueen
Copywriter: Jon Leon
TV Production Co: DV3 Productions
Aired: December 07
Advertising Agency: Brandon Advertising, USA
Creative Director: Chris Vestal
Associate/Team Creative Director: Jon Leon
Senior Art Director: Colin Mulqueen
Copywriter: Jon Leon
TV Production Co: DV3 Productions
Aired: December 07
Who's in charge here?
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
