‘Soundwave’ promotes the launch of HTC’s new handset, the Sensation XL with Beats Audio™ integration, and focuses on the powerful sound-quality that comes from the combination of urBeats™ headphones and integrated Beats Audio software. This benefit is dramatized by the idea, ‘Feel Every Single Beat’, and brought to life in the spot where we follow a girl who makes everything she comes into contact with pulse to the rhythm of the ad’s soundtrack. Only at the end do we show that underneath her long hair she’d been wearing urBeats™ headphones, the cause of her mysterious special power.