The Drum Awards Festival - Official Deadline

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By The Drum Team, Editorial

November 10, 2011 | 1 min read

Mother has unveiled its first work for HTC since winning the smartphone company's pan-European advertising account in July.

The 'Soundwave' ad promotes the launch of HTC's new handset, the Sensation XL, and the Beats audio software that comes with it.

The camera follows a girl journeying through a city at night, who has the ability to make everything she comes into contact with pulsate and vibrate in time to the rhythm of the ad’s soundtrack by Sebastian.

Mother strategist James Broomfield said: "In a world where consumers are used to trading off sound quality for the convenience of carrying their music on a phone, the partnership with Beats by Dr Dre gives HTC an opportunity to steal a march on their rivals.

"Consequently, our strategy was to focus squarely on communicating high end audio credentials, ensuring a surprise in the final reveal that this is in fact the launch of a new phone.”


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