HTC, smartphone specialists and all round innovators have launched a new advertising campaign with a reinvigorated brand to coincide with a shift in focus. For those who enjoyed HTC’s of old (XDA anyone?), the target group was definitely more on the techy side with powerful no frills handsets offering little compromise to your everyday user. But, with the adoption of Android as an operating system and the relaunch of Windows Mobile with the new 6.5 release, this is no longer the case. Now, HTC are urging consumers to “get a phone that gets you”.

The key message HTC are keen to promote is ‘Quietly Brilliant’ and to better explain what this means, let’s turn to HTC’s own John Wang, Chief Marketing officer for HTC Corporation. “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. The YOU campaign is the perfect embodiment of ‘quietly brilliant’ and is core to HTC as a company, innovator and partner.“ The YOU campaign is being rolled out across 20 countries in the coming weeks and features the tagline, ‘You don’t need to get a phone. You need a phone that gets you.’ This represents HTC’s commitment to focus on people, their needs and how they work and live to ensure that HTC devices suit them.

With so many brilliant phones already on the market such as the HTC Hero and Touch2, and more exciting launches to come (check out the HTC HD2 for proof!), it’s good to see HTC promoting an idea rather than a specific handset. Check out the video below for the first in what is likely to become an ongoing series for HTC.

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HTC quietly brilliant? Yes, according to YOU!