I was watching TV last night and saw a very visually rich mobile commercial, the HTC Skydive. Once I had digested the interesting scenario and wardrobe, I got googling to find out who this Nick Jojola is and why a person I don’t know is endorsing a handset.
You would expect him to be a world famous photographer, or maybe a young YouTube or Flickr phenomenon, but that assumption would be completely wrong. He’s a student. Full stop. End of story.
So my gripe is not that HTC is exposing a new artist/aspiring young talent, and time may prove me to be a complete asshole for complaining about the advert. My problem is that the actual creative promises too much, it pumps up poor young Nick into a league that can only disappoint us the public. They are setting the poor guy up for the fall. And so what if he skydived and took a picture on his HTC? If the other footage of the skydive was shot on an HTC too then it may begin to get impressive, but it wasn’t.
So what are we actually watching here? To me it comes across as a farcical advert about a nobody skydiving with a group of strangely dressed folks, only to take “The Perfect Shot” that hasn’t even been published.
Well done HTC, you’ve promised a lot and proven nothing.
Here’s the Ad:
Here’s the “Documentary”:
What do you think?