Taiwanese company HTC, maker of the Touch smartphone that aims to challenge the iPhone, is to launch its first TV campaign to try to prove its brand is as cool as silicon valley darling Apple.
HTC has not historically sold products under its own name. But that is changing with a TV campaign promoting the HTC Touch, which many observers believe is the smartphone with the best chance of challenging the much-hyped iPhone.
The TV campaign, created by agency 180 Amsterdam, is aiming to establish the HTC brand in key markets including the US and Europe.
HTC's campaign, which will initially launch in the US but is being considered for other countries, is called "Set your fingers free".
The 60-second commercial features a set of fingers that "walk" through different miniature scenes including a city, a train, ice skating and disco dancing.
At the end of the ad the fingers alight on an HTC Touch phone with the aim to highlight the "possibilities at your fingertips".
"It is about the experiences and freedom these devices give us," said Adam Chasnow, creative director at 180 Amsterdam.
"It goes way beyond wireless data speeds and the specific technologies. It is about how smart devices, like the HTC Touch, fit into the lives we are already leading".
The campaign will run from today in New York, Chicago and Los Angeles using a combination of TV, cinema, print, outdoor and digital advertising as well as online films.
Ads will also run in the New York subway and on tray-tables in 11,250 US Airways flights.
Earlier this week HTC unveiled the next generation of the popular Touch device, the Touch Diamond, which will be available in Europe from next month.
Last year Guinness launched an ad featuring a pair of hands performing quirky movements while waiting to be served a pint of the dark stuff.
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