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It’s not just Samsung and Apple that like to launch an ad every once in a while, HTC too knows how to get peoples’ attention. While Samsung is intent on pointing fingers at Apple in its own set of TV ads, HTC appears to have taken a leaf out of its competition’s book by also poking fun at those that it is in direct competition with.

Throughout two new 30-second ad spots, HTC’s new One smartphone is the center of attention, with its software features taking the limelight. Whilst HTC has previously tried to make sure everyone is aware how gorgeous their new Android phone is, it’s the software that the company is keen to publicize this time around.

HTC One BlinkFeed ad

More specifically, it’s the new BlinkFeed screen that HTC’s new ads revolve around, and it’s being pitted against the competition which are obviously sans HTC’s new feature.

An amalgamation of a social and news stream, BlinkFeed aims to keep the information people need as readily available as possible. It’s a focus that Windows Phone has also pushed in its own advertising campaigns, but that hasn’t stopped HTC from doing a similar thing by comparing how easy it is to find information on the One when compared to the competition.

HTC One BlinkFeed 2

Throughout the two ad spots, a point is made to show how deep into the phone people need to delve in order to get information that is always at the touch of a button on the HTC One thanks to BlinkFeed. Whether you love it or hate it, BlinkFeed does make it easy to get to social and news information, and it’s not always easy to do just that on, for example, an iPhone. Still, it’s interesting to see HTC use a very similar ad campaign to Microsoft’s.

Whether it will be a success will depend on whether Samsung’s Galaxy S4 steals the limelight from everything that is unfortunate to be released around the same time. It happened with the Galaxy S III and One X last year, and Samsung will be hoping for a repeat performance.

Us? Well, we do love us some HTC One.

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