HTC has a new ad out for its soon-to-launch One series of smartphones, which is hardly earth-shattering news in itself we'll agree.
But while we appreciate that advertising types have a job to do, sometimes what they come up with is so far beyond the boundaries of sanity that we have to speak up. Plus, it's the weekend and there's not much real news about.
The ad in question is centred around the fact that the HTC One series is the result of the company having “listened” to its customers and appreciated that every one of them is different and special in their own way.
We get clips of 70-year-old bodybuilders, people diving off cliffs and one of a chap playing a guitar under water with a full wetsuit on and a shark hovering menacingly in the background. I kid you not.
It's an ad heavy in we-are-the-world happy days sentimentality, and notably light in actual substance about the handsets themselves – in fact, apart from a few fleeting glimpses the phones don't feature it all. Is that what HTC heard customers ask for while it was doing its listening? Probably not.
We also suspect that the company may be suffering from selective hearing, as we can't imagine too many people having asked HTC to ditch the SD card slot and make the battery non-removable either.
In total the ad uses the word “one” 12 times (just like the name of the phones, geddit?). And each time it's said the narrator gives it that extra bit of emphasis in a kind of endlessly recurring nudge-nudge, wink-wink routine.
We'll give the last word to the ad itself:
“This isn't about us. It's about them. Because in the end, we believe their one recommendation could be a thousand times more powerful than ours. After all, the world doesn't need one more company telling people how great it is, but instead one person simply talking to another, and one company that actually listens.”