HTC is no longer sitting on the sideline and letting carriers take all the glory. The company is taking control of marketing the HTC brand by launching its first ever brand campaign stateside. According to HTC’s PR, this is a multi-faceted campaign that started today in New York, Chicago and Los Angeles across several different types of media, including TV (cable, in-flight and movie theatres placements), outdoor (subway stations, airports, etc.), print, and online spots. This is indeed a huge move for the company that traditionally allow the carriers take most of the recognition for its various Windows Mobiles mobile handsets and devices.

This national campaign will highlight a variety of iconic devices that HTC is known for – i.e. touch screen devices, sliding and tilt QWERTY keyboards, etc. But, the overall premise is to create brand awareness and excitement for HTC, rather than focusing on just one device. The campaign shows the various phases of life and how one’s life intersects with their HTC device.

The national campaign’s does not simply focus on any particular device, but instead on a variety of “iconic devices” that HTC is known for – i.e. touch screen devices, sliding and tilt QWERTY keyboards, etc. The overall premise is to create brand awareness and excitement for HTC.

The image below is an ad on what seems to be an U.S. Airways airplane’s tray table. The theme of the ad is to “set your fingers free,” and let them learn the Finger Waltz. I tried doing the Finger Waltz, and it’s not as easy as using the Touch or the Tilt. I wonder if that’s the point HTC is trying to get across?

One commercial currently available on YouTube has to do with two fingers. They’re just strolling along in life having a dandy time, with soothing music playing in the background. The pair of fingers got to experience sandy beach, walking through a pile of leaves, and then skipping across the tops of skyscrapers and finally figure skates on ice. The 30-second commercial ends when the fingers pick up the HTC Touch and shows how easy it is to use TouchFLO.

All in all, the ad campaign seem to correspond with the recent launch of the SHIFT in U.S. and the Touch Dual soon to be available at a Best Buy near you.