It's no secret around these parts that we find HTC's advertising to be a little lackluster. Which is a shame because its hardware is not. For what it's worth, the company's CEO agrees and plans to ditch the "quietly brilliant" slogan for the One and instead shoot for the themes of "bold," "authentic," and "playful." Which, by a strange coincidence, also happen to be Peter Chou's list of the top three traits he's looking for in a woman on his OK Cupid profile*.

The "bold" theme, as HTC's media chief Ben Ho explained (any good marketing campaign has to be explained, you know), refers to how the company will market itself. So, it's not really about the One at all, but about the ads themselves. It's sort of a self-referential, postmodernist expression of the sins of the father... or something. The second theme of being "authentic" is indicative of the manufacturer's intention to create its own features and not copy other ideas.

Finally, the third theme will be "playful." This is all about creating interesting features based on consumer demand. When I think "playful," I definitely think "focus group testing," so I think this will be a fantastic idea.

German ad for BoomSound

Regardless of the new themes (which are admittedly easy to poke fun at, but might actually do well if done right), the more important detail we've learned today is that HTC is doubling its marketing budget for traditional media, and ramping up digital advertising money by 250%. This, more than anything, is the boon we've been looking for. It's unclear yet if the ads will be good, but that's a matter of subjectivity. What is indisputable is that the ads are more absent than they should be.

Hopefully the situation will get better. In the meantime, here's one of the newest ads for the HTC One, highlighting Blinkfeed. What do you think? Better or worse than fake actors and Engadget quotes?

*This is completely false.

Source: Focus Taiwan

Eric Ravenscraft
Eric is a snarky technophile with a taste for the unusual. When he's not obsessing about Android, you can usually find him obsessing about movies, psychology, or the perfect energy drink. Eric weaves his own special blend of snark, satire, and comedy into all his articles.

  • Marko

    It was always funny to me how the HTC logo with the "Quietly brilliant" motto would popup at the same time as their annoying signature beep/melody. IT'S NOT QUIET AND IT'S NOT BRILLIANT!

    • primalxconvoy

      THIS. It used to really about and embarrass me while at work, etc.

      • nobody

        you're lucky.
        my htc reboot by itself in the middle of the night, give that annoying loud signature melody, waking up all my family :(

        I always set phone to silent at night.
        but for htc phone, seems you have to completely SHUT IT DOWN.

        • primalxconvoy

          Yes, mine would randomly make or not make the noise whenever I had to frequently reboot the POS . Just one of the many reasons why I'll never buy anything from those cowboys ever again.

    • blind

      What... signature beep/melody? O_o I've had HTC since the 8525 and I have no idea what you're talking about.

  • ProductFRED

    Nice to see HTC get back in the game. They got the marketing budget doubled, which is nice. Now fix your actual product!

    • Toss3

      I'd argue that most people still prefer capacitive buttons that don't take up screenspace when playing a game etc. Own the Nexus 4 and they are just incredibly irritating.

      • Chris Clark

        I like the on screen buttons on my Nexus 4 because I can then turn them off completely and use GMD Gesture control. Complete full use of the screen, absolutely no buttons in sight and I swipe my way through the phone. It's awesome.

        • Toss3

          But that still requires unnecessary work. With any other phone you would have access to the whole screen all of the time, without the disadvantage of having them hidden(no quick access).

      • marcusmaximus04

        Wait... but for phones that DO have on-screen buttons, they extend the screen for them. They're literally no different from capacitive buttons, except that they can be changed and/or hidden in certain circumstances.

        • Toss3

          No they do not, they still have as large a bezel as any other phone. If they made a bezelless phone with a 5" screen, I'd be OK with them, but that still has not happened.

          • marcusmaximus04

            Generally the bezels on such phones(say, the Nexus 4) are there for landscape usability purposes(to make accidental button presses less likely), rather than anything else. That's obviously a design decision that you may or may not agree with, but it's highly likely that if Google opted for capacitive buttons on the Nexus 4, you'd see the same size bezel beyond them, with the phone just longer to compensate.

        • ProductFRED

          They don't. If you have a phone without on-screen buttons, there's a way to simulate it. Go into a web browser (e.g. Dolphin Browser) and hold down on some text to bring up the action bar at the top of the screen. You'll get a bar roughly the height of the on-screen menu bar. See how much smaller your screen feels now?

          • marcusmaximus04

            -Or- on a phone with on-screen buttons, use your finger to block off the buttons area, and now you see what it would be like without them. Especially on phones, they opt for a wider aspect ratio to compensate for the existence of the buttons. It's not different from capacitive buttons in any way(well, aside from the aforementioned ability to change/remove them)

      • ProductFRED

        I also prefer capacitive buttons because I hate taking up screen real estate (I have an S3) and I don't really like CM's Pie menu. But "Back - Useless HTC Logo - Home" is a dumb arrangement.

        • Toss3

          That I agree with. :) HTC could have printed their logo somewhere else, and used that space for the menu- and multitasking buttons.

      • blahmoomoo

        Yeah, the soft touch buttons can be annoying when something like a video playing app is unaware of them and doesn't auto hide them. That's just lazy.

        Games should also be aware of the soft buttons and use the functionality to dim them to dots.

        Despite that, I don't mind them too much. When they are properly hidden away in appropriate situations, they don't occasionally distract my eyes like permanent buttons would (I'm looking at you, lit up 3D indicator on my 3DS...).

      • Angel Penabad

        Well, I agree with that partially. I like to be able to use every inch of screen, but the only way to tweak navigation buttons is if they are in the screen. So I preffer to have them on screen and have the option of tweaking and hide them (that can be easily done with custom roms like AOKP).

        Btw, some games hide N4 navigation buttons.

  • Kill it

    Killing Sense never made more sense.

    • Cherokee4Life

      out of all the skins, I like the look of Sense the best. I love

  • http://www.facebook.com/killer49 Hendrick Vidal

    No sd slot, no deal. The only phone that blew me away was the original htc evo after that nothing has blew me away it's a shame

    • nobody

      recent htc butterfly for asia is quite good, with sdcard slot.
      although still the same non-removable battery, I'll pick Butterfly over One any day.

  • fixxmyhead

    they should of changed it to "quietly going bankrupt"

  • http://www.androidpolice.com/author/ron-amadeo/ Ron Amadeo

    Dear HTC,

    You should probably decide to rework your marketing BEFORE the announcement of your new flagship, not in the middle of its launch.

    You fail at marketing. AGAIN.

  • Xyber

    So I guess the "Windows Phone 8" solution didin't work out too well huh? Why look who came CRAWLING back! That's what I thought! :)

  • Davy Jones

    Not sure what they are thinking. Is anyone going to see a BlinkFeed commercial and think "I need that phone". They are advertising a proprietary feature that may as well be a widget, not the phone itself.

    • Freak4Dell

      If it's proprietary, that means you can only get it on that phone, so they are advertising the phone.

  • John O’Connor

    hahaha... okcupid

  • primalxconvoy

    Since when did "we" like the hardware? I was deeply unimpressed with the low internal memory, memory clogging sense, Wifi and bluetooth incompatibilities that plagued my htc desire and I've been unimpressed with the lack of expandable memory and replaceable batteries in current HTC models.

  • http://www.facebook.com/profile.php?id=100002092715261 Lucas Koeleman

    The German commercial only needed a message in the end: "All these recordings were recorded on a HTC One, for superior sound quality buy a Nokia Lumia 920!