12
Apr
squarebeek

HTC needs to get the message out about the One. This probably isn't the best way to go about it.

The 3.5-minute ad on Funny Or Die has some genuine guffaws, but they're buried in awkward pauses, cringe-inducing costumes, and James Van Der Beek's grizzled chin. The Beek has been making a quiet, enjoyable comeback lately (see his meta self-performance on Apartment 23), but this baffling display of wannabe viral marketing can only hurt both his and HTC's image.

THE BEEK

It starts off as a fairly standard Bachelorette riff, "The One With James van Der Beek," featuring the requisite cheesy backdrops, improbably hot young lady, and smarmy, charming host. Almost immediately it descends into madness, with four grown men dressed in kindergarten-grade costumes, pretending to be phones. The gist is that they're competing with the HTC One for the lady's affection.

smart

The actress is probably the best part of this thing, closely followed by the self-aware leading man, but a few one-liners can't save 228 seconds of awful, awful advertising. By the time they get to the dual speaker jokes and Zoe showcase, it's like a Formula 1 crash in slow motion: you just can't look away.

one phonist

Oh, and it ends with racism jokes. Not racist jokes, just jokes about racism. That aren't funny. Samsung marketing department, you've got nothing to worry about.

Via TechCrunch

Jeremiah Rice
Jeremiah is a US-based blogger who bought a Nexus One the day it came out and never looked back. In his spare time he watches Star Trek, cooks eggs, and completely fails to write novels.
  • http://www.facebook.com/coffmad corey coffman

    i can't... i won't... i cant... urgh...

  • ProductFRED

    It really hurts watching them trip over themselves like this. I'm a marketing major wrapping up my 3rd year of college, and this just plain old bad advertising. I saw ONE ad for the phone on TV (irony?) and all it did was advertise the front-facing speakers. That's great, now bombard viewers with ads showcasing other features. This is why Samsung phones sell and HTC devices don't (speaking about the general public, and not just us rooters and modders). HTC is higher-end than Samsung as far as look and build quality goes, but most people I know think it's a cheap brand like ZTE or Huawei. No, I'm not joking.

    Building a great device and failing to advertise it is like running towards the finish line and stopping half way. Come on HTC, you can do better than this.

  • hyperbolic

    Great idea for an ad!

  • GraveUypo

    yeah awful doesn't begin to describe this.

  • http://twitter.com/mimrixmike Frettfreak

    Is this for real? This is really something htc is putting out? Wow. Its horrible

  • Bazar6

    There went their marketing budget for the year... The way I see it, for awesome devices, we'll only have to choose between Moto, Samsung, Sony and LG very, very soon.

  • http://www.androidpolice.com/ Artem Russakovskii

    FTFY

    HTC's Bachelorette Spoof, Featuring The One And Only James Van Der Beek <3<3<3, May Be The Best Worst Phone Commercial Ever

  • http://twitter.com/misterE33 Mr E

    idk guys, i thought it was kind of funny.

  • adi19956

    I have to admit that I didn't smile once.
    However, to HTC's credit, when an advert is the topic of a news story for either a good reason or bad, people still hear about it and it's further advertisement.
    No press is bad press especially when it falls on virgin ears.

    • http://Twitter.com/eggoespada Eric Gonzalez

      Exactly. People are actually more inclined to talk up 'bad' press than good press.

  • payaxy

    That's a bad ad alright, but a very cool phone :)

  • http://Twitter.com/eggoespada Eric Gonzalez

    It was a pretty entertaining ad. An ad that whether thought of as bad or good, everyone will talk about it didn't show any real features of the phone, but being such an "interesting" ad, it attracts many consumers attention and makes them look into the product wondering exactly what it is and why such a commercial was made for said product. Some looking because they're wondering how bad it is because the commercial, or it gets them interested I'm how this product fairs. Once they're dragged into finding out about this product, they'll more than likely be greeted with search results of praise and HTC's information filled websites for the HTC One.

    I can't really say it was a great commercial, but it feels more like this is a psychological play. Much like Samsung's crazy presentation.

    • GraveUypo

      it a bad ad because you can barely tell what it's for, because it's cheesy and just overall awful. this isn't clever, it doesn't stimulate your curiosity like you implied (and like samsung ads do so well), it just "entertains" your with it's awfulness for a couple of minutes.

  • http://profiles.google.com/marcusleejh Marcus Lee

    Sorry, but this ad is awesome:
    1) it's so terrible you'll keep thinking about it (and possibly end up telling a couple of your friends), which means it's achieved its purpose; &
    2) everything in the ad is awfully cringe-worthy EXCEPT the HTC One, which comes out looking like a champ, literally.

    HTC FTW.

    • http://www.facebook.com/georgealexiouvalentey George Av

      This Ad is awful, it does the direct opposite from what ad's are meant to do. This ad not only ruined HTC's image, but it has also shown that HTC need the get rid of their marketing dept, and get people that can actually create a advert that will catch people's attention. This ad shows a woman picking a "friend" and that "friend" is a freaking phone... this ad is so wrong is so many ways.

      If this AD makes it to the TV, and people saw it, just think about how they would feel about HTC? and more specifically.. you if they see you with a HTC One.

      HTC are a laughing stock, they can't even make a decent advert...

      • http://www.facebook.com/profile.php?id=1097190148 Brandon Girod

        How exactly would a 4 minute ad work on TV?

  • Jamal Adam

    If this is what HTC was talking about when they said they were going to be loud than I am not liking it one bit. This is not the kind of ad I want to see nor do average consumers.

    • MeCampbell30

      Well obviously that's why its on the internet and not on TV.

  • http://www.thetechtemple.com/ The Tech Temple

    I can't lie, I did laugh a few times lol. It's not that bad!

    • Williams Alexander Aguilar

      really?! oh well good for you :)

  • TylerChappell

    I can't believe I sat through that. It did have a few hilarious parts though, but overall, it was just awful. Maybe some place with weird, stupid game shows would find this funny, like Japan, but Americans are going to see this and be like "wtf, how lame is HTC."

  • Al

    When I played with the HTC One in Phone4U, I was gobsmacked at how good the phone looked and felt. I'm a stock android man myself but quite honestly, this is the only phone that made me consider leaving that behind. It is a stunner of a phone. Now HTC need to put out solid ads, put some small ads inside trains on the underground, on the side of buses, at bus stops, just showing the damn phone. Cos God knows we need some competition to Samsung's domination, and we need a company like HTC coming out with phones that put the look and feel of others to shame.

  • http://twitter.com/xhaxol Vetal

    some of my best friends are rotary phones.

  • John O’Connor

    They would have been better off throwing Krysten Ritter in the commercial with Van Der Beek a la "Don't Trust the B..."

  • http://www.facebook.com/michael.noel.5055 Michael Noel

    Considering that the these type reality shows thrive and multiply every year into spin offs, it's no wonder we get commercials like this.

  • Pippa

    Hahaha that wasn't bad - at all. That is what the bachelorette is like anyway, awkward. The ad is meant to be silly.

  • http://twitter.com/DenisWagner710 Denis Wagner

    I liked the ad. It's so bad that it is somehow good. I'm gonna buy this phone :)

  • htcftw

    the one with james van der beek - sounds like the title of a friends episode

  • chrizzle30

    I wish I could have those 3 minutes of my life back. what a waste of time.

  • http://www.facebook.com/georgealexiouvalentey George Av

    worst ad ever. HTC Suck even more than i thought.... LOL

  • Danny Holyoake

    AHAHAHAHAHAHAHAHAHAHAHAHAAHAHAHAHAHAHAHA I'M GOING TO BUY THE HTC ONE BECAUSE OF THIS INFOMERCIAL.

  • http://www.facebook.com/alphanol.emmanuel Alphanol Emmanuel

    Wow, this advertising is important is to me, rule the world of Android hTc..

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