Deutsch, Los Angeles, premieres its first piece of marketing for HTC after the shop rejoined the company as agency of record. The two pieces of creative, directed by Johnny Green out of Reset Content, star Gary Oldman in what the agency calls his first U.S. ad campaign. In them, he asks potential customers to "ask the Internet" when it comes to deciding what phone they want to buy.
The idea was born out of the insight that HTC customers are generally some of the most satisfied ones on the market. In "Wait," Mr. Oldman, sitting in a darkened, official-looking room, tells you he will sit back and wait while you go and look at reviews, then proceeds to do just that, for a long, long while. And in "Blah, blah, blah," he tells you that since it doesn't really matter what he tells you about the phone (you're going to decide on your own anyway) he'll just keep muttering gibberish.