HTC Quietly Brilliant You
HTC, the Taiwan based mobile phone company, is promoting their new Droid phone with a campaign featuring the tagline, “Quietly Brilliantly You”, a compliment to both consumers and producers. The commercial at the centre of the campaign features users from the perspective of the HTC phone.
You don’t need to get a phone. You need a phone that gets you. This is HTC’s latest commercial from the You campaign.
“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, chief marketing officer, HTC Corporation. “The YOU campaign is the perfect embodiment of ‘quietly brilliant’ and is core to HTC as a company, innovator and partner.”
The “quietly brilliant” positioning was inspired by HTC’s culture of putting customers first, born from a heritage of creating breakthrough products and continued innovation. As part of HTC’s culture, the “quietly brilliant” positioning will be rolled out in all forms of communication and brand touch points across the company.
HTC worked with London-based creative consultancy, FigTree to create the quietly brilliant brand positioning.
The You campaign was developed at Deutsch, Los Angeles by chief creative officer Eric Hirshberg, group creative directors Karen Costello and Eric Springer, senior art director Scott Hidinger, senior producer Maris Wasser.
Editor was Steve Prestemon at The Whitehouse Post, Santa Monica, with assistant editor Brian Gannon and producer Justin Kumpata.