HTC highlights BlinkFeed in new commercials, wants you to stop digging

The HTC One has a lot going for it. There's the UltraPixel camera. It has a fantastic unibody aluminum design. Let's not forget the sillily-named but great-sounding BoomSound speakers. And so much more. And while all that is nice, HTC really wants you to know about the software, specifically they want you to know about BlinkFeed.

So HTC America's posted to YouTube a pair of new commercials (after the break) that highlight BlinkFeed. They both play off the same concept: BlinkFeed surfaces relevant content for you on its own, keeping you from having to dig for it yourself. Literally, digging. It's an interesting visual metaphor, watching that poor guy shovel a pile of dirt out of his not-an-HTC but-certainly-meant-to-represent-a-Samsung smartphone. While BlinkFeed might not be for everybody (though you should know that you can use BlinkFeed to keep up with Android Central and the rest of the Mobile Nations network), the excellent hardware of the HTC One isn't the only selling point HTC has to offer.

Though HTC is sure in both ads to point out that the One is "all-metal", surely another dig at Samsung. It's clear that HTC is targeting Samsung as their sole competitor here. Samsung's arguably-over-the-top TouchWiz Nature UX doesn't serve up nearly as much news and social information as cohesively BlinkFeed can, and the new Galaxy S4 is certainly much more on the all-plastic side in comparison to HTC's all-metal One.

HTC has retired their old "quietly brilliant" tagline as they've opted to be more aggressive in their advertising efforts. Money's tight for HTC, so even with a more assertive marketing campaign they can't hope to match what Samsung (and Apple) will be putting on the table. HTC's all-in with the One - but will it be enough? Simple, clever, and smartly-targeted commercials like this might do it - assuming HTC can afford to buy enough airtime to cut through the noise.

Source: HTC America (YouTube)