HTC’s Absurd Rap Anthem Is So Joyously Bad, You Have to Love It

'Y'all know who we be? We HTC'

Headshot of David Griner

"We own the universe. Galaxy is overrated."

If you enjoy that level of hyperbole from a scrappy smartphone underdog like HTC, you're going to love the brand's ridiculously self-indulgent new rap video, "Hold the Crown."

Touting the HTC One as nothing less than "the greatest smartphone ever created," the song features rapper Doc G, best known for joining legendary hip-hop and soul group P.M. Dawn during its 2005 comeback. 

The video is certainly laughable, but it was clearly made with an admirable level of self-satire. My favorite stanza: "Make like them nerdy bloggers. Put it in your pocket now."

Doc G's co-star (shown above) is actually HTC America senior marketing manager David Bruce, and you can watch the two of them chat about their mutual love for the Taiwanese brand in the interview clip below.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."