The new HTC One M9 smartphone launch is accompanied by the global advertising campaign created by SapientNitro. The new through the line campaign, Sapient Nitroâ€™s first work for HTC since it won the brandâ€™s EMEA account at the end of last year, will be rolled out globally across Europe, Middle East, USA and APAC.
The new campaign supports the â€˜One Lifeâ€™ organizing idea which articulates the brandâ€™s belief that life is for living. The two 30 second spots feature people living life to the full in a series of different situations – in art galleries, on the way to work, at parties and on the way to football – using their phones to take photos, play music and take selfies to amplify their experiences.
Positioning the phone as an enabler of a brilliant life, the creative aims to better connect the brand with its digitally empowered target audience in different ways, at different times and in different places to drive deeper engagement.
The new TV commercials were shot in London by the French directing duo, Truman & Cooper (composed of Jonathan Cohen and Anthony Jorge) at Colonel Blimp, while the action is set to an energetic dance track specially composed by award-winning record industry producers, Joel Edwards and Glen Nichols, at One More Music.
The fully integrated campaign will appear on terrestrial and satellite TV, online and cinema and will be supported by some wider print and digital activity.
Markus Breglec, VP of Marketing & Sponsorships at HTC Europe, said: â€œThis is a great team effort with a result weâ€™re really proud of. Itâ€™s all about celebrating the evolution of our award-winning HTC One franchise while keeping the benefits for the consumer at the centre of everything that we do.â€
Mark Hunter, Executive Creative Director at SapientNitro, added: â€œHTC totally gets that these days people use their phones to show off, have fun and look cool. We tried to represent that.â€