HTC’s rebranding campaign, teased a couple of days ago, is not off to a good start … 

The idea is a clever one: have HTC be front of mind by coming up with all kinds of crazy ideas about what the letters could stand for, then create memorable and amusing visuals to represent them. This ad achieves the first, but not the second. It certainly doesn’t look like phase one of a reputed billion-dollar ad campaign.

The ad is symptomatic of HTC: great handsets, not so great company. Here we have a great concept, pretty cringeworthy execution. If they don’t turn this around, those rumors of its planned exit from the smartphone market may turn out to be not quite so exaggerated after all …

FTC: We use income earning auto affiliate links. More.


Check out 9to5Google on YouTube for more news:

You’re reading 9to5Google — experts who break news about Google and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Google on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

About the Author

Ben Lovejoy's favorite gear