HTC "You" phone commercial

I think this commercial does an awesome job of visual storytelling

Posted by Royce at 11/10/2009 09:22:00 AM
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5 comments:

  1. RoyceNovember 10, 2009 at 10:01 AM

    The way each image acts as a perfect thumbnail sketch of the situation the voice-over is describing is amazing to me. I am super impressed by this commercial. In its own commercial way it reminds me of the intro for Up, where there was that beautiful storytelling in an abbreviated manner.

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  2. RoyceNovember 10, 2009 at 10:03 AM

    This is a spiritual continuation of our burger commercial smackdown that I laid on Smile Like You Mean It not long ago

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  3. ScottNovember 10, 2009 at 2:57 PM

    I'm digging the "quietly brilliant" quote at the end; working in the industry has forced me to realize how big a player HTC is in the device realm. They've been around for 10+ years, yet have traditionally been an ODM, so we would have no clue who made the phone Verizon sold (as an example). Lately, however, they've begun to sell market their phones clearly under the HTC brand (e.g. the HTC Touch Pro last summer), and have well positioned themselves as a leading member of the Open Handset Alliance (cause, really, when is it a bad idea to partner with Google these days?).

    Speaking to the commercial itself, I love the choice of music (pulled from Nina Simone's Sinnerman - used for the fantastic finale of the Thomas Crown Affair) - the repetitive loop really draws in the viewer. I particularly enjoy the finish where they subtly pull out some of the notes, aligning those that remain with the swiping of the different phone themes - I think this leaves a very strong impression with the viewer.

    Final thought - quietly brilliant commercial from a quietly brilliant company.

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  4. AaronNovember 10, 2009 at 3:29 PM

    The first thing that came to mind, even before Scott's comment, was the end of the Thomas Crown Affair.

    As for the commercial, I feel that they hired the right production company to display the gamut of human emotions. It might go against traditional marketing showing someone crying or worried or general negative emotions, but this commercial felt more realistic than many forms of media. Not sensationalized or overly dramatic. The woman on the phone, tears falling down her face. The woman in her robe pacing in the living room waiting for someone to come home. The woman awestruck standing still in a crowd of people jumping around her. The group of buddies laughing. The teenager by himself with the huge backpack in the train station. And all that in 60 seconds. More emotion than a Nicolas Cage movie.

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  5. RoyceNovember 10, 2009 at 5:13 PM

    Aaron well done with the links haha

    I completely agree with you that the images they chose were understated and non-stereotypical, and therefore more effective. The very end - "and you are trying to remember/ and you are trying to forget" - have two of the most striking visual images I can imagine for those lines, with the couple hugging intimately in a rooftop sunset and the man sitting somberly at a table, respectively.

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