While “quietly brilliant” is the tagline for Deutsch’s new global campaign for Taiwan-based mobile brand HTC, perhaps “quite familiar” is more appropriate considering the theme of “all about you” bears some resemblance to Yahoo’s marketing effort that launched a short while ago.
Regardless, Electronista claims you can expect heavy advertising in 10 major markets including NYC, LA, Seattle and Atlanta with spots like “Anthem” and billboards. According to the blog, HTC’s approach is the opposite of Apple’s by showing how smartphones can adapt to people rather than focusing on nifty apps and hardware features.
In a statement posted on Marketing Week, HTC chief marketing officer John Wang says, “Quietly brilliant is doing great things in a humble way, with the belief that the best things in life can only be experienced, not explained.”
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