HTC campaign turns internet frustration into humour

HTC, in collaboration with its agency of record Brandon, has launched a campaign that uses humor to highlight common internet frustrations, positioning the brand as a reliable provider for consumers seeking a better connection.

The campaign contrasts everyday challenges—such as a working mom struggling to join a virtual meeting, a teen hunting for WiFi signal, or a dad improvising fixes—with HTC’s dependable internet service. By turning these relatable pain points into humorous moments, the campaign aims to appeal to competitors’ customers who are ready to switch providers.

Humor drives a new creative direction

Austin Scott, Chief Creative Officer at Brandon: "We’ve all been there: yelling at the router, restarting for the fifth time, losing a call at the worst possible moment. That frustration is universal, and it gave us the perfect creative springboard. This campaign lets HTC look people in the eye and say, ‘we get it, and we built internet that actually works.’ The tone might be a departure for the brand, but the reliability definitely isn’t."

The work represents a creative evolution for HTC, moving beyond its traditionally professional approach toward a more relatable and engaging tone, while reinforcing the brand’s reputation for reliability.

Integrated media strategy supports campaign reach

Developed over more than a year, the campaign spans multiple channels, including video, animated social content, direct mail, digital out-of-home and performance media. The media plan features a mix of streaming and broadcast placements supported by targeted digital campaigns.

Sandy Hendrick, Marketing Manager at HTC: "We’re very pleased with how our new campaign from Brandon turned out. This campaign does a great job of weaving in the humor that comes along sometimes with dealing with modern technology. It also reflects the absolute importance of having a reliable network from a trusted provider, which are two things HTC prides itself on delivering to members."

The campaign assets were captured during a two-day intensive photo and video shoot, creating a robust library of content designed to work across all touchpoints. The partnership with Brandon, which has spanned more than 20 years, marks one of the most significant creative shifts in HTC’s advertising approach.

www.htcinc.net

www.brandon.agency

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