Every family knows the frustration of unreliable internet service. Internet provider HTC and its AOR, Brandon, are banking on that universal experience with a new campaign that turns internet pain points into a hilarious, direct challenge to competing providers.
The campaign contrasts everyday internet frustrations—a working mom trying (and failing) to connect with her team, a desperate teen hunting for a signal, a dad “fixing” the WiFi issues with a hilarious makeshift setup—with the ease of a connection that simply works. Using humor to spotlight universally recognizable moments, the campaign positions HTC as the provider that reliably delivers quality service.
This represents a significant creative evolution for HTC, moving beyond the brand’s traditionally straightforward, professional approach toward something that meets its customers with engaging, relatable humor. The shift was designed to reach a different audience than HTC’s usual branded campaigns, specifically customers of competitors who are ready to make the switch.
“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,” said Austin Scott, Chief Creative Officer at Brandon. “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.”
After more than a year in development, the fully integrated campaign spans multiple touchpoints, including video, animated social content, direct mail, digital out-of-home, and performance media. The comprehensive media plan features a mix of streaming and broadcast placements, along with targeted digital support.
“We’re very pleased with how our new campaign from Brandon turned out,” said Sandy Hendrick, HTC Marketing Manager. “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 launches with assets captured during an intensive two-day photo and video shoot, resulting in a robust library of imagery and video content designed to work seamlessly across all channels.
Brandon has served as HTC’s agency of record for more than 20 years, with this latest work representing one of the most significant creative shifts in the partnership’s history.
