HTC "Squeeze the brilliant u" by Forever Beta

The new HTC U11 mobile phone is being billed as the first smartphone to feature "squeezable" technology.

The handset’s touch-sensitive frame can be squeezed to take photos, or to open apps, including Facebook.

To launch the new device, Forever Beta's ad illustrates how easy and intuitve it is to use, and compares the action to mashing a lemon and squirting paint bottle.

The film is running across digital, including VoD and YouTube and will also air in UK cinemas and on national TV in Taiwan, HTC’s home market.


President of the smartphone and connected devices division, HTC
Creative agency
Executive creative director
Art director
Account director
Agency producer
Production company

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