HTC launches global ad campaign to reach smartphone consumers before holidays

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HTC has announced a global ad campaign highlighting its brand of smartphone devices starting in the UK today and launching in Asia and North America later this week.

The "quietly brilliant" and "YOU" campaign highlights HTC's commitment to creating devices based on user need. It is the first major campaign for a company that has quietly launched its often compelling smartphone devices without its own branding for years, usually allowing carriers to brand the phones.

Playing off of what "you," the user, look for in integrated handset devices, the company's first major commercial is a dramatic representation of all the ways in which we rely on our phones. The commercial ends with a tagline you are likely to hear over the following holiday months: "You don't need to get a phone. You need a phone that gets you."