HTC has channeled the spirit of Apple’s famous ‘1984’ commercial, in an ad for its new HTC One A9 Android phone.
The 87-second spot posted to YouTube seems to present the HTC One A9 as a chance for mobile users to break free of the identikit iPhone culture.
The video isn’t subtle with its metaphors, showing a trendy young man running across a table and literally kicking a pile of Apple’s while seated mannequins look on.
The irony of all this won’t be lost on many tech enthusiasts who’ve noticed a the startling likeness between HTC’s new handset and Apple’s existing iPhone design language.
‘Be Loud, Be Free, Be Inspired, Be Brilliant’ the company proclaims at various points during the video, as it reels off information about the phone's materials, camera and the Android Marshmallow OS.
Related: HTC One M10
While Apple’s 1984 commercial encouraged PC users to think differently by smashing through the IBM mainframe, HTC appears to be saying… well, we’re not really sure what HTC is saying to be honest.
If the company is embracing the irony and poking fun at itself then jolly good show. Let's hope that's the case. Otherwise, the firm is in bigger trouble than we'd thought.
You can check out the clip in the video below.