Last year HTC hired Iron Man himself to promote the company in a series of bizarre ads starring Robert Downey Jr., and now the Taiwanese phone-maker has tapped Gotham City’s Commissioner Gordon to promote the new HTC One (M8) in its first official commercial. The ad, which debuted on YouTube earlier today, features Gary Oldman alongside the new flagship phone.
The ad doesn’t actually say very much about the phone itself. Instead, Oldman pretends to discuss the device while saying “blah blah blah” in an attempt to mock other smartphone commercials. At one point the actor does become coherent, telling us, “It doesn’t matter what I say, because the all-new HTC One is designed for people who form their own opinions.” It’s an interesting strategy – let the device speak for itself.
HTC has to compete with Apple and Samsung’s massive marketing campaigns if it hopes to sell a respectable number of new smartphones this year, and that means smart adds that keep people talking and thinking about the phone. Its commercials could focus like those BoomSound speakers, that Duo Camera or the new Dot View case in the future, but that’s old hat. Hopefully we’ll see the phone itself put front and center in later ads, though.