The ads by AMP London include "bungee" (above), which will run in the UK, Europe, the Middle East and Asia, across TV, outdoor, press and digital media.
Media spend, handled by ZenithOptimedia, will spill into the millions, running close to the sum spent on HTC's 2010 'Here's an Idea' campaign.
, European marketing director for HTC, said: "The campaign highlights the HTC innovations that improve your everyday enjoyment of using our phones and starts to establish our brand promise 'Quietly Brilliant'."
Ben McCormack, managing partner at AMP London, said the launch was an important part of HTC's push away from the "early adopter" audience to the "early majority". He said the brand needed a wider push and "TV is needed to hit those spots", admitting a lot of work had gone into developing the creative to appeal to the right audience.
Malugin said HTC would use increasingly targeted campaigns in future.
and Deutsch remaining its US agency.
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