HTC: we've listened to our customers

HTC: we've listened to our customersHTC 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.”

OK, then.

Read more about: AndroidHTC One SHTC One VHTC One X

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5 comments

JanSt / MOD  Mar. 31, 2012 at 22:30

“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.”

omg... I'm tearing up.

JanSt / MOD  Apr. 1, 2012 at 10:34

Expansys want €650 for the One X ... Wanna see what O2 and Vodafone charge. Though I really don't like the looks of the X. And I find 4.3in is the limit for easy use.
I'd like a high-end 4in device, and by high-end I don't mean an N9 or X7 ;) - nor the Play.
But I guess 4,6 (ish)will be the new 4.3?

matt101101 / MOD  Apr. 1, 2012 at 14:12

650 euros...that's over £540, about £50 more than the One X is selling for, SIM Free, here in the UK. Amazon have it up for £489.99, for example.

JanSt / MOD  Apr. 1, 2012 at 14:35

650 euros...that's over £540, about £50 more than the One X is selling for, SIM Free, here in the UK. Amazon have it up for £489.99, for example.

I expect Expansys to lower the price once the phone is actually in stock.
Not that I'm buying one :p

SpeedyG  Apr. 7, 2012 at 22:27

Yeah Expansys do lower a bit when they get them selling, but usually when they're not selling well... :p

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