HTC urges people to live it up

SapientNitro has created the global advertising campaign to support the launch of the new HTC One M9 smartphone

BestMediaInfo Bureau | Delhi | April 10, 2015

" target="_blank"> Click on the image to watch the TVC.

SapientNitro has created a global advertising campaign to support the launch of the new HTC One M9 smartphone. The new through-the-line campaign, SapienNitro's first work for HTC since it won the brand's EMEA account at the end of last year, broke in the UK on April 1, 2015 on BT Sport 1 and will then be rolled out globally across Europe, Middle East, the US and APAC.

The new campaign supports the 'One Life' organising idea, which articulates the brand's belief that life is for living. The two 30-second spots feature people living life to the full in a series of different situations – in art galleries, on the way to work, at parties and on the way to football – using their phones to take photos, play music and take selfies to amplify their experiences.

Positioning the phone as an enabler of a brilliant life, the creative aims to better connect the brand with its digitally empowered target audience in different ways, at different times and in different places to drive deeper engagement.

The new TV commercials were shot in London by the French directing duo, Truman & Cooper (composed of Jonathan Cohen and Anthony Jorge) at Colonel Blimp, while the action is set to an energetic dance track specially composed by award-winning record industry producers, Joel Edwards and Glen Nichols, at One More Music.

The fully integrated campaign will appear on terrestrial and satellite TV, online and cinema and will be supported by some wider print and digital activity.

Markus Breglec, VP of Marketing & Sponsorships at HTC Europe, said, “This is a great team effort with a result we're really proud of. It's all about celebrating the evolution of our award-winning HTC One franchise, while keeping the benefits for the consumer at the centre of everything that we do.”

Mark Hunter, Executive Creative Director, SapientNitro, added here, “HTC totally gets that these days people use their phones to show off, have fun and look cool. We tried to represent that.”

The TVC:

Credits:

Executive Creative Director: Mark Hunter

Art Director: Lee Williams

Copywriter: Edward Copeland

Agency Producer: Stephen Worley

Planner: Damian McKeown

Client Services Director: Matt Drury

Account Director: Adam Hosfal

Production Assistant: Carmela Vitale

Production Company: Colonel Blimp

Director: Truman & Cooper (Jonathan Cohen and Anthony Jorge)

Producer: Giles Skillicorn

Editing: Dan Sherwen (Final Cut)

Post-Production and Visual Effects: Smoke and Mirrors

Music: One More Music Company

Sound Production: Nick Angell (Angell Sound)

Info@BestMediaInfo.com

Info@BestMediaInfo.com