Debrief: HTC: Fingering around

20 Dec,2011

By Anil Thakraney

 

Quite understandably, desperation has set into the advertising for mobile phones. After all, every single route and trick has been exhausted in this highly cluttered category. HTC has come up with some really silly stuff for their new handset called ‘Explorer’. They have used the ‘finger’ as the creative device.

 

In the various TVCs, a man’s fingers literally walk and reach the lady he’s trying to patao. In her bedroom, her bath tub, wherever she goes. And yes, since this is advertising, she gets pataoed. In real life, the lady would file charges for stalking. The concept is this: Win her heart by hectically running your fingers on the smart phone.

 

[youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=oy3j3jM7FOE[/youtube]

Not only is the finger idea not original (remember Small B’s ‘ungli cricket’?), the way they’ve used it here is ugly and off-putting. Almost creepy, what with fingers relentlessly chasing a woman around. Worse, the situation of wooing a woman… how new is that? The least they should have done was to make sure the ugly unglis do something new.

 

Bottom-line: Advertising that’s tired, tasteless, boring and repulsive. I understand some amount of advertising fatigue has set into this product category, but fingering with the creative? That’s so not on.

 

Rating: (On a scale of 1 to 5): 0. The middle finger, anyone?

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