THE SAME SCRIPT WON'T MAKE THE SAME AD

One of my favorite technology ad campaigns of all time is the HTC You campaign (see below). I remember thinking the first time I saw the spot, "They get it!". The perspective of the phone's view, the way it's shot, the way the VO is read, and the script that makes you think differently about this thing that lives in our pockets — they nailed it.

Then I saw this newer HTC ad last week (also below). I couldn't help but be disappointed. It's virtually the same script from 2009. But it's all wrong. It's like the ad lost its soul. But it did teach me one thing — a script can only be so good. Yes, the script establishes the feel, but that feel has to be carried throughout — from the way the VO is read to coloring.

2009

2015