You know when someone does something so awkward that it kind of gives you shivers? I call them the awkward shivers, and that's exactly what I got while watching the video above. It's a rap video that was recently released by HTC on YouTube.

It's painful.

The point, I guess, is that a superfan has created his own acronym for HTC – "Hold the Crown," and then decided to rap about the BoomSound speakers and other features of the phone. He tries, at the same time, to put down the Galaxy S5 and the iPhone. He has a few fair points, the One (M8) is a great phone after all, but I'm not so sure he needed to rap about them.

Don't get me wrong: I do love a company that can crack a few jokes. I'm just not sure the execution is here.