A great new TV spot I can’t get enough of – the new HTC “You” campaign.

Its not the great writing, or fantastic music, or even the fact they tie this campaign perfectly to their “You” website – but these guys managed to make two great spots, one that focuses on the consumer and their wants, needs and desires and another that shifts the focus to the device and its connection to the user.

One spot calmly declares “…You need to laugh, and you need to cry, and you just can’t get her out of your mind…” Making the emotional connection between us as users and our phones.

The other “…It stresses you out, it calms you down, it helps you remember, it helps you forget, it keeps you connected, its the only thing you own – that is always in arms reach…” reinforces that by flipping it around to be about the phone, but still about ‘you’.

Their website ties the whole thing together, and incorporated the “You” idea into how you should even think about their line of phones: “You want to tweet wherever you are”, “You want everyone on the same page”, “You want to get organized”, etc.