We're used to tech companies boasting about what their latest product can do and how good it looks. HTC is doing away with the first part of that equation with the TVC for its M8 smartphone and telling potential buyers to ask the internet to help form their own opinion about the device.
It's a clever strategy in a market saturated with new and ever-evolving tech and recognises that people are more inclined to 'just Google it' when they want to know more about a product.
The clip still manages to fit in a good look at the phone, because HTC's mobiles are usually at the top end of design. The silence and slow zoom as the host waits for you to research the M8 is weird but strangely compelling.