Gary Oldman Shines, Despite the Weather, in HTC's New Anti-Advertising

Rather than drone on about product features or provide a demonstration, Gary Oldman instructs viewers to "Ask the Internet" if they want to learn more about the HTC One M8 smartphone in a pair of spots from Deutsch L.A. The agency just took over the HTC America account, which spent less than a year at Ogilvy & Mather L.A. Robert Downey Jr. appeared in HTC's last big push (from Ogilvy's WPP stablemate 171 Worldwide), which consisted of fast-moving, noisy, colorful spots sending up the ad business itself, with the actor riffing on what the letters "HTC" could stand for. Deutsch's work with Oldman, who rarely appears in ads, has a very different vibe. The grizzled, bespectacled thespian propels the "anti-advertising" concept by wandering around a retro-modern hilltop pad during a late-night rainstorm. In one spot, he says "blah blah blah" a lot, interspersed with lines like, "It doesn't matter what I say, because the all-new HTC One is designed for people who form their own opinions." In the other, he takes an uncomfortably long dramatic pause, during which viewers are supposed flock to the Internet to check out the phone. Outside his window, the rain continues to fall. This cheeky, pseudo-noir approach, awash in blues, blacks and moody reds, provides a counterpoint to the cheerful bent and bright hues of some spots from competitors like Apple, Motorola and Samsung. It's also a big change from HTC's work with Downey. Oldman shines, even though the weather is gloomy. "Gary crosses genres and is recognized for craftsmanship in his field," said Erin McGee, HTC's vp of North America. "He's aspirational but approachable, if you think about all the roles he's played in movies and cable TV. It's a great fit for our brand." Still, maybe Oldman should grab his HTC One and ask the Internet when that damn rain will clear up. CREDITS Client: HTC America President: Jason Mackenzie Vice President, Marketing: Erin McGee Senior Director, Brand: Zola Kane Agency: Deutsch, Los Angeles Chief Creative Officer: Pete Favat Group Creative Director: Gavin Lester Art Director: Nick Spahr Copywriter: Alex Flint Director of Integrated Production: Vic Palumbo Executive Producer: Rachel Seitel Production Resource Manager: Evan Aronson Music Director: Dave Rocco Production Company: Reset, Los Angeles Director: Johnny Green Director of Photography: Mathew Libatique Managing Partner, Executive Producer: Dave Morrison Executive Producer: Jeff McDougall Head of Production: Jen Beitler Producer: Heather Heller Editing Company: Final Cut, Los Angeles Editors: Jeff Buchanan, Adam Rudd Executive Producer: Saima Awan Assistant Editor: Hilary Ruggiano Producer: Suzy Ramirez Post Facility (Edit): Final Cut, Los Angeles Editor: Jeff Buchanan Executive Producer: Saima Awan Assistant Editor: Hilary Ruggiano Producer: Suzy Ramirez Post Facility (Color, Online): MPC, Santa Monica, Calif. Colorist: Mark Gethin Visual Effects Lead: Mark Holden: Compositors: Ben Davidson, Jason Heinze, Arthur Argote, Adrian Leva Executive Producer: Elexis Stearn Producers: Abisayo Adejare, Brian Friel Music Composition: Human, Los Angeles Sound Design: Henryboy, Los Angeles Audio Post Company: Lime Studios, Santa Monica, Calif. Mixer: Loren Silber Executive Producer: Jessica Locke End Tag: Laundry, Los Angeles Additional Deutsch Credits: Chief Executive Officer: Mike Sheldon Chief Operating Officer, Partner: Kim Getty Group Account Director: John McGonigle Account Directors: Lauren Pollare, Megan Prince Account Supervisor: Tanya Oh Director of Business Affairs: Abilino Guillermo Business Manager: Georgette Bivins Director or Broadcast Traffic: Carie Bonillo

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Gary Oldman Shines, Despite the Weather, in HTC's New Anti-Advertising

Rare ad work from the actor

David Gianatasio

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David Gianatasio