The Taiwan-based handset-maker is running the ads across 20 countries in an effort to boost awareness of the challenger brand, which competes against the likes of Nokia and Samsung Mobile.
They feature the tagline, ‘You don’t need to get a phone. You need a phone that gets you.’ The ads were created by Los Angeles-based advertising agency, Deutsch.
HTC chief marketing officer, John Wang, says: “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.”
The new campaign follows a year-long study by brand consultants Figtree who came up with the ‘quietly brilliant’ positioning. It aims to reflect HTC’s culture of putting customers first.
Print, outdoor and online spots will follow the initial TV ad, with future commercials highlighting the functionality of its smartphone range.
Last year, HTC launched the G1 handset, sold exclusively through T-Mobile, the first UK handset to work on Google’s Android open-source mobile platform, developed as part of the new Open Handset Alliance.